Watch: Expensive… but worth every cent! South Africans share their top splurges
From medical aid and therapy to coffee machines and quality mattresses, people say some big-ticket expenses are investments rather than indulgences.
We’ve all made a purchase that had us questioning our life choices until we realised we couldn’t live without it. That’s the idea behind the latest social media trend, with people revealing the expensive buys they say are worth every cent.
While South Africans are known for finding humour in almost everything, they took this trend surprisingly seriously. Locals spoke about investing in their mental and physical health, paying for convenience to free up their time and spending money on things that improve their quality of life. From medical aid and therapy to Woollies groceries and domestic workers, the answers paint a picture of a nation prioritising well-being and convenience.
One creator, @tali_babes, lists her top splurges as food delivery, therapy, a personal trainer and laser treatments.
“Laser me for wrinkles, laser hair removal, pigmentation – whatever it is, if you’ve got a laser, just point it at me,” she jokes, explaining that each expense is an investment in saving time, improving her well-being and boosting her confidence.
Convenience was one of the biggest themes. Creator @jarron_za said anything that gives her more time and less mental load is worth paying for. Her list includes domestic help, weekly hair appointments and private banking.
Therapy also featured repeatedly. “Yes, I said it. It’s expensive, but you need it. We all need it,” says @jarron_za, while psychologist @rakhibeekrum also named therapy and medical aid among the expenses she would never cut.
Several creators said they were happy to spend more on quality items that last. @chloerosedawn1 and @kalidreyer both praised Levi’s jeans for their durability, while @lizothwala, @nicole_scheepers and @uhohtom all agreed that a good-quality mattress is one purchase that’s worth the investment.
The trend also highlighted everyday luxuries that people believe improve their quality of life. @nadine.noctuary swears by Woolworths fruit and vegetables and L’Occitane hand cream, while @shaeleejones, @lienkies_library and @nirvashna all recommended buying a Kindle for its convenience. Coffee machines, YouTube Premium, Spotify Premium, Canva Pro and CapCut Pro were also popular, with many saying they use them so often that the cost easily justifies itself.
Across South African TikTok videos taking part in the trend, these were the purchases that came up most often as being worth every cent:
- Levi’s or Cotton On jeans – many said paying more upfront means they last for years.
- YouTube Premium, Spotify Premium, Canva Pro and CapCut Pro – people said they use these subscriptions daily, making them worthwhile.
- Coffee machines – bringing café-quality coffee home while saving money in the long run.
- Woolworths fruit and vegetables – praised for their freshness and quality.
- Medical aid – many said the monthly premiums only seem expensive until you need it.
- L’Occitane hand cream – users said the tubes outperform cheaper alternatives.
- A Kindle – readers loved the convenience and the space it saves at home.
- Therapy – consistently described as an investment in mental health rather than an expense.
- A domestic worker – many said the extra help gives them more time with family and reduces stress.
- A good-quality mattress – because, as several creators pointed out, a good night’s sleep is life-changing.
The trend has sparked thousands of comments, with many agreeing that the best purchases aren’t the most expensive ones, but those that improve your quality of life, protect your health or make everyday living a little easier.
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@jarron_za This shouldn’t be a “hot take” but these are my opinions, you can have your own elsewhere. Respectfully. 🤍 #hottakes #worththemoney #financialfreedom #tiktokza
@chloerosedawn1 Will do an ‘expensive stuff that is NOT worth the money’ next. What’s worth it for you? #tiktoksa #tiktoksouthafrica #southafricatiktok #southafricantiktok #southafricantiktok🇿🇦
@nadines.noctuary Don’t ask but still receiveth @Woolworths SA @Forever New South Africa @L’Occitane South Africa @La Roche-Posay #fyp #lifeinyour20s #worththehype #foryou #girlies