South Africans’ unyielding passion for gathering is driving a staggering multibillion-rand economy, even as an entrenched “party now, worry later” mindset places severe strain on household pockets. According to a landmark study by the University of Cape Town’s (UCT) Liberty Institute of Strategic Marketing, titled The Celebrations Economy 2026, traditional and modern festivities across the country now generate over R500 billion annually. Colleen Makhubele spoke to Paul Egan, Managing Consultant at the UCT Liberty Institute, Letlhogonolo Mosuwe, Social Commentator and Salem Nyati, Consumer Financial Education Specialist at Momentum Group Foundation.