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Deciphering consumer psychology during the festive season

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As the year draws to a close, the festive season emerges as a pivotal juncture for both South African businesses and consumers, laden with anticipation and opportunity. With South African consumers facing financial hardships in the form of multiple interest rate hikes and fuel price increases, research indicates that South Africans are still projected to spend over R200 billion this festive season

SA Stumbles

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South Africans will not be surprised to learn from the 2016 Economic Freedom of the World (EFW) report, published by the Fraser Institute, that their country has lost another 12 places on the economic freedom index, dropping from 93rd in 2013 to 105th in 2014 (the latest year for which comprehensive figures are available for the 159 countries analysed). They will nevertheless be distressed to learn that SA has lost 73 places on the index since 2000.

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