The Gatsby Glow is Fading, and It's Not Just the Champagne

You. Yes, you with the party budget. Have you noticed a certain lull in the glitz and glamour of the Great Gatsby Party? Our latest analysis reveals a significant decline in interest—searches for 'Great Gatsby Party' plummeted by a staggering 36% year-on-year. From a peak of 99416 searches in 2022, the numbers are projected to drop to just 53777 by 2026. The data tells us that the allure of 53777s opulence isn't captivating the younger crowd the way it used to.

We tracked 6,037 keywords and normalized search data across provinces, revealing how Gauteng (GP) and KwaZulu-Natal (KZN) are experiencing this downward trend. Where there were once parties adorned with pearls and flapper dresses, we’re seeing a shift back toward more traditional gatherings. Instead of hosting lavish soirees à la Jay Gatsby, young South Africans seem to prefer simpler, more intimate celebrations.

It’s worth noting that this trend offers valuable lessons for brands and retailers. Instead of sinking resources into Gatsby-themed decorations or outfits, there’s an opportunity to pivot toward more versatile party supplies. We read this as a hint that the market is ready to explore diverse and less theme-dependent party experiences that resonate more with the local culture.

Data from PartyTrends chart
RegionValueYoYVerdict
202299,416—Chasing
202367,770—Chasing
202468,540—Chasing
202557,180—Chasing
202653,777—Chasing
Headline from the data

Great Gatsby Party peaked at ~99,416 annual searches in 2022. 2026 is tracking ~53,777 (projected full year).

Market Dynamics: The Great Gatsby Party Decline

The decline of the Great Gatsby Party trend has broader implications for the South African market. While the focus on extravagant parties might be waning, we see a possible resurgence of more localized themes that celebrate our rich cultural diversity. Gauteng, particularly, with its bustling cities like Johannesburg and Pretoria, might pivot towards themes that resonate more with African heritage or modern aesthetics.

What’s interesting is how this shift aligns with the economic climate. With rising costs and ongoing load-shedding challenges, the extravagant Gatsby-themed parties could be perceived as unsustainable. In a world where the average South African is more budget-conscious, we must ask: how do we adapt to these changes? Retailers should prepare to stock up on versatile party supplies—think basics that can fit into various themes rather than focusing solely on glitzy decorations.

99416
2022
leader
67770
2023
challenger
Yearly share
2022
28.7%
2023
19.5%
2024
19.8%
2025
16.5%
2026
15.5%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

What retailers should do

In light of the waning interest in Great Gatsby Parties, retailers should rethink their stock strategies. Major players like Pick n Pay and Checkers need to pivot away from Gatsby-themed products and focus on versatile party essentials. For instance, stock up on quality tableware that can fit a range of themes—think pastel-colored plates and cups that work for both birthday bashes and casual get-togethers.

Woolworths could also consider promoting home-baking kits that allow consumers to create their own simple yet delightful desserts, which can be tailored for any occasion. Additionally, consider marketing DIY decoration kits that encourage personalization—this appeals directly to the growing desire for authenticity in celebrations. It’s all about making celebrations accessible without sacrificing quality or fun.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
great gatsby partyParty CityAce Party SuppliesBalloon Emporium