Rascasse Audience Intelligence

Discount stores Audience in South Africa

A data profile of the people who buy, follow and care about Discount stores in South Africa — modelled from more than twelve digital signal sources. Discount stores has an estimated audience of 1,785,737 people in South Africa.

#50among Lifestyle cluster in South Africa
#240among Topic in South Africa
#16in Shopping

Discount stores has an estimated audience of 1,785,737 people in South Africa. 64.7% are female, 35.3% are male, average age 37.9. Top brand affinities: Mr. Price, Ackermans, Children's clothing, Handbags, Skin care.

Top brand affinities include Mr. Price, Ackermans, Children's clothing, with strongest over-indexing on Mr. Price (1.58× the country average).

Demographically, the Discount stores audience skews more female with an average age of 37.9, and over-indexes on personality traits such as Spirituality, Healthy Lifestyle.

The typical Discount stores fan in South Africa is more female, around 37.9 years old, with strong Spirituality tendencies and a notable affinity for Mr. Price.

Category: Shopping · Type: Topic · Subtype: Lifestyle cluster

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Discount stores profile in South Africa.

Audience size
1.8M
in South Africa
Gender
64.7%♀
35.3% male
Age
37.9
average years
Country rank
#362
Topic in South Africa
Fig. 01

Search interest · 12-month trend

-28%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Discount stores fans

64.7% are female, 35.3% are male, average age 37.9.

Fig. 02

Gender split

64.7%
Female
35.3%
Male
Demographic split for Discount stores audience in South Africa
MetricValue
Female64.7%
Male35.3%
Average age37.9
Estimated audience size1,785,737
Fig. 03

Age distribution

Ø 37.9
average years
Age distribution of the Discount stores audience in South Africa
Age bracketShare%
16-1919%
20-2927%
30-3920%
40-4913%
50+20%
Fig. 04

Worldwide distribution

0.5%

of the worldwide Discount stores audience comes from South Africa.

Worldwide audience distribution share by country for Discount stores
CountryShare
United States11.5%
Italy7.8%
Germany6.8%
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Discount stores audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Discount stores audience
#·InterestCategoryAffinity×
01WoolworthShopping3.09×
02SavingBusiness & Career2.35×
03Purchase discountShopping2.05×
04Steve MaddenFashion & Accessoires1.75×
05BlouseFashion & Accessoires1.75×
06Children's clothingFashion & Accessoires1.71×
07Lace wigBeauty & Wellness1.70×
08Deal of the dayShopping1.65×
09Discounts and allowancesShopping1.59×
10Mr. PriceFashion & Accessoires1.58×
11EdgarsShopping1.58×
12FacialBeauty & Wellness1.58×
13SkirtFashion & Accessoires1.58×
14AckermansShopping1.56×
15HandbagsFashion & Accessoires1.56×
16WigBeauty & Wellness1.56×
17BeddingHome & Garden1.52×
18Child careKids & Family1.51×
19Skin careBeauty & Wellness1.50×
20Hair careBeauty & Wellness1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Discount stores audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Discount stores audience · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.40×
Healthy LifestyleBALANCE1.08×
TravellingTHRILL1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Discount stores audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.57×
PatriotismCONSERVATISM0.97×
Healthy LifestyleBALANCE1.08×
0×1.00× baseline2×
Appendix

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How to read this data

Audience size is the estimated number of people in South Africa who actively search for Discount stores. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across South Africa. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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