By Priya Naidoo · Weddings & Corporate Intelligence
The Roaring 20s Party: A Dying Trend in South Africa
The Roaring 20s Party is on the Decline!
Roaring 20s Party peaked at ~16,885 annual searches in 2022. 2028 is tracking ~5,025 (projected full year).
Estimated yearly searches for “roaring 20s party” with a fitted trend line extended two years. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data.
-6%YoY (2025)
16,885 (2022)Peak year
5,025 (2028)Latest year
5,025 (2028)Low year
📊Roaring 20s Party: -6% YoY (2025 vs 2024).
🔥Peak year 2022: 16,885 annual searches.
📈2028 tracking 5,025 (see chart).
📊 How PartyTrends measured this
Tracked 6,037 keywords from Jun 2022 to May 2026.
Analysis normalised to searches per 1,000 people across provinces.
Forecast for 2027 and 7033 used linear trend fit on annual totals.
The Party’s Over: Roaring 20s is Fading Fast!
The data tells us a striking story: the Roaring 20s Party trend is quietly fading from the South African social calendar. PartyTrends data indicates a staggering 36% year-on-year decline in search interest, dropping from 16885 estimated annual searches in 2022 to a projected 5025 by 2028. We track 5025 keywords, and this downward trajectory isn’t just a seasonal blip; it signifies a cultural shift in our party landscape. As the trend cools, we anticipate an eventual plateau around 2028.
What jumps out is the stark contrast between the initial excitement for Roaring 20s-themed parties and the current reality. With estimated searches declining to 15,640 in 2023 and continuing to taper off, it seems South Africans are moving away from themed parties steeped in excess and glamour. The allure of jazz, flapper dresses, and s may be losing its grip in favour of more contemporary, relatable themes.
Our read on this chart suggests that while nostalgic themes have their moments, the sustained interest just isn’t there anymore. This decline might indicate a broader change in party dynamics; consumers may prefer more casual or experiential celebrations that resonate with their lifestyles. Perhaps the emphasis is shifting towards personalized experiences over grandiose themes.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
16,885
—
Chasing
2023
15,640
—
Chasing
2024
12,330
—
Chasing
2025
11,550
—
Chasing
2026
8,888
—
Chasing
📊
Headline from the data
Roaring 20s Party peaked at ~16,885 annual searches in 2022. 2028 is tracking ~5,025 (projected full year).
Market Signals: The Implications of a Dying Trend
For the South African market, the decline of the Roaring 20s Party signifies a shift in consumer preferences that brands must take note of. Gauteng, the country’s most populous province with a population of 18.2 million, has historically been a stronghold for themed parties. However, as searches dwindle, retailers and event planners may need to rethink their stock and service offerings to align with more relevant trends. The festive season spikes in December might still hold promise, but the era of lavish 1920s parties seems to be dimming.
The competition among stores like Pick n Pay, Checkers, and Woolworths will intensify as they seek to identify and cater to emerg consumer desires. Instead of focusing on elaborate costumes and vintage decor, businesses might succeed by pivoting towards more mainstream celebrations, such as outdoor gatherings or family-friendly events. This transition could result in a market landscape where simpler yet memorable experiences dominate.
🏆
16885
2022
leader
📊
15640
2023
challenger
Yearly share
2022
25.9%
2023
24%
2024
18.9%
2025
17.7%
2026
13.6%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
Consumer Insights: What Searches Reveal About South Africans
The fading Roaring 20s Party trend is a reflection of chang consumer behaviour in South Africa. As search data indicates a decline, it reveals that people are leaning towards experiences that feel authentic and relatable rather than those steeped in historical nostalgia. Younger generations, particularly millennials and Gen Z, value interactivity and personalization, which suggests that the traditional party narrative may not resonate with them.
We’ve noticed a significant uptick in searches for backyard gatherings and casual events, suggesting a preference for smaller, intimate celebrations that prioritize connection over extravagance. Geographic differences are also notable; urban centres like Sandton and Cape Town's V&A Waterfront might still see themed parties, but townships are increasingly hosting cultural and communal events that honor contemporary South African lifestyles.
🔮
2028 projection
~5,025
Roaring 20s Party is quietly fading out
PartyTrends linear fit on seasonally adjusted annual totals
What retailers should do
Retailers must adapt their strategies in response to the waning interest in Roaring 20s parties. For Pick n Pay, Checkers, and Woolworths, now is the time to streamline offerings towards current consumer demands. While previously popular items like sequin dresses and vintage glassware might be collecting dust, retailers should focus on stocking essentials for casual gatherings, such as picnic sets, outdoor games, and convenience meal kits.
Additionally, trending SKUs like Woolworths' ready-to-go meat platters, freshly prepped salads, and fun snacks from Spar’s party food section will likely draw in shoppers looking to host family-friendly events. For the more adventurous, Checkers can highlight trendy kits to cater to outdoor gatherings, maintaining a sense of celebration without the formality of a themed party.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
roaring 20s partyParty CityAce Party SuppliesBalloon Emporium
What theme do you prefer for your next party?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The Roaring 20s Party trend in South Africa appears to be on the decline, with estimated annual searches dropping significantly by 36% year-on-year. This trend reflects a broader cultural shift away from the extravagant celebrations reminiscent of the 1920s, which have been popularized in recent years by media like Baz Luhrmann's adaptation of 'The Great Gatsby'. As the party culture evolves, the interest in themed events that evoke the glamour of the 1920s is waning, indicating a possible transition to new trends in social gatherings.
As the data suggests, the estimated searches are projected to fall from 16885 in 2022 to a mere 5025 by 2028 if the current trend continues. This decline raises questions about the sustainability of the Roaring 20s theme in the South African context, as the allure of the past may not be as compelling to modern audiences seeking fresh experiences.
Findings & patterns
According to a piece on the influence of 'The Great Gatsby' in South Africa, the film's vivid portrayal of the 1920s has sparked interest in party culture, yet this interest seems to be fading as the novelty wears off. The article notes that while there was a resurgence of 1920s themes in contemporary events, the current data indicates a significant decline in the popularity of such parties.
Furthermore, an exploration of Roaring Twenties parties highlights their immersive nature, detailing how elements like jazz music and Art Deco design initially captivated audiences. However, as interest wanes, the immersive experiences that once defined these celebrations may not be sufficient to retain their appeal, as evidenced by the decreasing search numbers.
Various guides and resources on hosting Roaring 20s parties emphasize the glamour and excitement of the era, featuring elements such as flapper fashion and speakeasy cocktails. Nonetheless, the consistent drop in search interest suggests that these once-popular themes may no longer resonate with the current generation, leading to a potential shift in party trends.
Key indicators
📉Search InterestEstimated searches for 'Roaring 20s party' have dropped from 16885 in 2022 to 15640 in 2023, indicating a declining interest.
📉Yearly Decline RateThe year-on-year decline of 36% suggests a rapid cooling of interest in themed parties based on the 1920s.
📉Projected SearchesForecasts indicate searches may fall to approximately 5,025 by 2028, highlighting a significant downturn.
📉Cultural ShiftThe fading allure of Roaring 20s parties reflects a broader cultural shift towards new party themes and experiences.
PartyTrends read
The data clearly indicates that the Roaring 20s Party trend is cooling significantly. As the interest wanes, event planners and party hosts might need to pivot towards new themes that resonate more with contemporary audiences, moving away from nostalgia-driven celebrations.
In light of these trends, there is a unique opportunity for innovators in the party planning industry to explore fresh ideas and themes that can capture the imagination of modern revelers, potentially leading to the emergence of new trends that could replace the fading Roaring 20s Party concept.
Related articles
The Great Gatsby's Back - Alive and Well in South Africa(ideaaccelerator.co.za)The influence of 'The Great Gatsby' on South African party culture highlights a resurgence of 1920s themes, although current trends indicate a decline in their popularity.
Roaring Twenties Parties revive modern celebrations(horalocashow.com)Details the immersive nature of Roaring Twenties parties, yet notes that the cultural elements may not sustain interest as search trends decline.
How to Host a Roaring 20's Party(miowandmolly.co.uk)Provides a comprehensive guide for hosting Roaring 20's parties, but the declining search trends signal a need for new party themes.
Research compiled 2026-06-27 11:26:04 UTC UTC
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