WATCH: Caxton’s market research shines a light on local spending habits

“Respondents stated that they read local community newspapers and seek these publications online.”

February 9, 2026

Jani de Beer and Lebohang Pita 2 minutes read

Black woman and Indian man holding envelopes — The Roots presentation lucky draw winners are Teekay Baloyi of One Property Holdings and Masons Benoni's Adnaan Timol. Photo: Lebohang Pita

Running a business is not for the faint-hearted and often comes with endless challenges before profit margins show any kind of growth.

One of the constant headaches is marketing, particularly attempting to tune in to your target market’s spending power, interests, and habits.

Four people, three women and a man in front of a screen — Ready to wow valued guests, with the Roots 8.1 2025 market research findings are (left): Natalie Maree (Caxton Media Joburg South and urban business manager), Karen Watts (Caxton Media East Rand business manager), Justin Harris (Caxton Media branch liaison) and Lynne Krog (head of research Caxton Media). Photo: Jani de Beer

Caxton Local Media helped take the guesswork out of marketing by inviting local businesses to be part of its Roots 8.1 2025 market research presentation at the Barnyard Theatre, Emperors Palace, on February 4.

Presented by the company’s head of research, Lynne Krog, the research offers specialised and area-specific insights into how, when and where residents of cities on both the East and South Rand spend their hard-earned money.

“By using technology and geolocation, information shared by participants ensured that the data was hyperlocal, thus shedding meaningful light on our communities’ buying power,” said Krog.

@benonicitytimes

Clients of Caxton Media share how advertising with their local community publications benefit their business. #CaxtonMedia #Caxton #advertising #supportlocal #caxtonmedia #caxtonhasthewritestuff #homeiswheretheheartis

♬ original sound – Benoni City Times – Benoni City Times

“Data relating to various aspects, such as loyalty programmes and spending, indicates that participants are supporting businesses that offer them more bang for their buck.

“Factors such as an increase in online gambling testify to many households turning to these platforms to supplement their income.”

Group of people — Winners of the Roots 8.1 2025 pop quiz are back: Nodumo Giwa (Curro Parkdene) and Yasser Mia (Essops Linen House). Middle: Amos Madousela (Mntimande Lodge) and Adnaan Timol (Masons Benoni). Front: Ben Radebe (Ekurhuleni East TVET College) and Claudia Shehab (BrickTopia). Photo: Jani de Beer

Some of the Roots findings:

• 95% of respondents plan their purchases before shopping for food and groceries. Shoppers are looking for budget-beating specials to further stretch their rands.

• 69% use weekly print and home-delivered inserts such as those contained in your local community newspaper, to determine where their money will be spent. Therefore, shopping begins long before customers walk through business doors.

• Further to that, 42% of respondents stated that they rely on in-store specials and promotions when selecting items.

• Respondents from Alberton, Heidelberg, and Nigel are more likely to travel to secure bargains.

• 70% of respondents from Benoni add supplements and natural products to their shopping carts monthly.

• Online shopping is proving most popular for those in the market for tech, DIY, and soft furniture, with small appliances topping the list.

• 58% of respondents nationally, per area, indicated that they read their local community newspaper. For the East and South Rand, 1 million people read their local community newspapers, using advertising to plan their shopping. Influence from social media is steadily growing.

@benonicitytimes

Caxton Media’s Roots 8.1 2025 market research presentation at the Barnyard Theatre, Emperors Palace shed some light on the community’s spending habits. This is how local businesses intend to use the valuable information as part of their marketing strategies. #CaxtonMedia #Caxton #advertising #supportlocal #caxtonmedia #caxtonhasthewritestuff #advertisements

♬ original sound – Benoni City Times – Benoni City Times

“We attribute continued reliance on community newspapers to each publication’s focus on local content, authenticity, and credibility,” said Krog.

Affirming the findings, Keagan Malyon, head of marketing for Meat World in the East and South Rand and surrounding areas, said the influence of print media is not dead.

“Admittedly, I believed print was redundant and that marketing endeavours were better suited to online platforms. In 2023, we advertised in 11 community newspapers monthly,” he said.

Man in checkered shirt — Keagan Malyon, head of marketing for Meat World. Photo: Jani de Beer

“We have since expanded our marketing efforts to 21 Caxton Media publications twice a month, a move that has strengthened our brand. Print media has brought our business to the community’s door, and complementary digital advertising is reinforcing our presence.”

Thanking those in attendance, Caxton Media East Rand advertising manager Norman Dawe said that the company’s Roots market research makes it possible for businesses to better steer their marketing strategies to their local target market.

“Using the findings, our advertising representatives will assist businesses in reaching their client base, thus growing business opportunities,” he said.