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Small Street serves as a shopping haven for students around Johannesburg

  • Writer: Salim Nkosi
    Salim Nkosi
  • Sep 13, 2024
  • 4 min read

Considering the monthly allowance budget for an average bursary student in South Africa, cheap and affordable shopping stores become the only option.


In the heart of the city of Johannesburg, lies the infamous hidden gem called ‘Small Street’, known to be the hub of all fast fashion trends, this highly competitive shopping place serves as the epicenter of all shopping products students need at affordable prices.


Nestled near the Johannesburg High Court, Small Street is a bustling marketplace that offers a wide range of affordable products. Unlike traditional shopping malls, its stores are laid out in a linear, train-like formation, making it highly convenient and easy to navigate from one end to the other.


The long street is alive with energy—music from various cultures fills the air, and vendors call out to passersby, using their voices as their main tool of advertisement. It is a place that constantly buzzes with conversation, as the lively environment gives the sense that everyone is talking at once. Small Street is a treasure trove of essential items, from electronics and clothing to cosmetics and home goods.


However, with the large crowds that pass through daily, it has also attracted its share of crime. Pickpockets and other petty thieves target shoppers, but despite these concerns, people have found ways to protect themselves. Adam Ali, a street vendor, told Wits Vuvuzela that in a place like this, you only become a target if you make yourself one.


Competition among stores is fierce, as many shops sells similar products. This has led to a form of economic monopoly in the area, with some shop owners operating two or three stores. According to Mohseen Hassan, a shop assistant at Fashion Lady, shop owners often prefer hiring undocumented workers, as it allows them to offer lower wages. “They avoid hiring anyone expecting a minimum wage,” Hassan explained, a tactic that often excludes local citizens.


Tshiamo Mphela, a second-year student at Wits University, shared that his monthly NSFAS allowance is never enough to cover all his expenses. Without any financial support from home, he often must sacrifice part of his grocery budget to buy clothing. He added, "I usually go to Small Street every month and spend about R200, and I always return with several items.



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Bar graph illustrating how NSFAS living allowances have increased over the years, from 2010 to 2023. Graphic by: Salim Nkosi


According to Statistics South Africa (Stats SA), informal businesses contribute significantly to the economy. The most recent figures indicate that the informal sector employs about 2.6 million people, which is approximately 17% of total employment in the country. This sector generates billions in turnover, contributing roughly 6% to the overall Gross Domestic Product (GDP).


Most of the shops on Small Street are owned by foreign nationals and are not registered with the Companies and Intellectual Property Commission (CIPC). This places them in the informal trading sector, exempt from tax obligations. According to informal economy expert GG Alcock, South Africa’s informal economy is worth an estimated R750 billion, making it one of the fastest-growing sectors in the country.


This is a good indication considering that individual businesses are assisted in scaling up the market to compete nationally and abroad because not much tax is collected by the government in this sector.


One controversial aspect of Small Street is the sale of counterfeit goods. Bootlegged sneakers, designer knockoffs, and fake electronics are commonplace. While police regularly patrol the area, they seem indifferent to what is being sold inside the stores. Local brands, like GalxBoy, have raised concerns about this, as counterfeit products hurt both the economy and legitimate businesses.


Research shows that around 11.1 million South Africans shop at informal markets like Small Street because of the convenience and lower prices. These figures also include spaza shops in townships.


Abel Patel, the owner of Fashion Lady, mentioned that many customers now buy in bulk to resell the products in their hometowns. “We supply local business owners in townships because we source directly from suppliers,” he explained.


The sale of counterfeit goods has a negative impact on the economy. Young people, eager to own trendy items, often fall into the trap of buying replicas when they can’t afford the real thing. This not only robs the government of tax revenue but also deprives legitimate brands of income. Despite this, law enforcement rarely intervenes, and business continues as usual.


Siphelele Ntsele, a spaza shop owner in Soweto, explained that he gets his products from Small Street, where shop owners provide discounts on all the items you purchase. This, he noted, helps small business owners like him. However, the key question is how much these products cost from the original supplier.


In an interview with Wits Vuvuzela, University of Johannesburg student Siyabonga Ndlovu commented, “It would not make sense for the police to raid the place if the government does not increase students’ living allowances. Small Street has a wide range of products, and if you are smart, you can find good quality items. He added that some are the same ones sold on Takealot, but at a lower price because they are sourced directly from suppliers.


It is quite common to walk around Small Street and notice that nearly every shop sells similar items. Regarding product sourcing, Abel Patel mentioned that they all get their stock from a shared supplier—Chinese markets in Dragon City. These suppliers offer bootlegged and generic products at very low prices, which also helps the Small Street resellers avoid paying more taxes.


Comparing prices at Small Street to those at traditional retail stores reveals that it caters well to the limited budgets of students. From clothing and electronics to cosmetics and household items, Small Street often offers affordable options. Even as food prices soar, vendors have kept their prices low by sourcing products directly from suppliers and avoiding taxes, making this hidden gem a lifeline for students in Johannesburg.


The graphs below compares the list of some basic products found in Small Street with their prices in retail stores:



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This table compares prices of a couple of items found in the three commonly used shopping places by students. Graphic by: Salim Nkosi

 

The products from Small Street shown on the graph are cautiously sourced genuine secondhand items, indicating that students who rely solely on their living allowance can afford all their monthly essentials and still have enough left to save for other expenses.

 
 
 

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