When you’re shopping for a new fridge, washing machine or tumble dryer, the price tag is usually the first thing you look at. But what if the real cost of an appliance only starts once you’ve brought it home?
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The real cost of an appliance begins after it leaves the store
Buying a major appliance is a significant household purchase, but the price on the shelf is only part of the cost. What it uses to run, how long it lasts, what happens when it needs attention and how easily it can be repaired can all affect what that appliance ultimately costs a household.
Consumers are increasingly looking beyond the initial price when deciding what represents good value.
The McKinsey State of the Consumer 2026 report describes the rise of the “resourceful consumer” – people who are looking for lasting value as they manage higher living costs.
Its global research found that 82% of consumers are using products for longer before replacing them, while 69% are repairing products rather than throwing them away.
While the research covers five international markets, the broader behaviour is relevant to South African households. When replacing a refrigerator, washing machine or other major appliance, consumers are not simply making a once-off purchase. They are making a decision that can affect the household budget for years to come.
Can I afford to own it?
The first question is no longer simply, “How much does it cost?” It is also, “What will it cost me to run over time?”
Energy consumption is an important part of that calculation. A refrigerator operates around the clock, while washing machines, tumble dryers and other frequently used appliances can contribute significantly to household electricity consumption over time.
This means that two appliances with similar price tags can have very different running costs. Looking at the energy rating and understanding how an appliance is likely to be used can help consumers make a more informed decision.
Capacity matters too. Buying an appliance that is larger than a household needs may mean paying more upfront and using more energy than necessary. The right appliance is not necessarily the biggest or cheapest, but the one that best suits the household's needs.
What happens when it needs attention?
Even a well-maintained appliance may eventually need a repair. Before making a purchase, it is worth considering what happens when something goes wrong.
A warranty provides important protection, but consumers should understand what it covers and how to access support. The availability of spare parts and trained technicians can also make a difference.
Being able to repair an appliance rather than replace it can potentially extend its useful life and avoid an unexpected expense. For households already managing tight budgets, having access to the right support when an appliance needs attention can be just as important as the price paid for it.
Defy, for example, supports appliance owners through its national footprint of authorized service centers, providing consumers with access to assistance once the appliance is in their home.
Does local support make a difference?
For South African consumers, local support can provide an added level of reassurance.
When an appliance stops working, people want to know who to contact and that the person helping them understands the product. Access to trained technicians and local service capability can make the process of getting an appliance back into working order easier.
Local manufacturing can also play a role. Producing appliances locally means more than where the product is made; it can contribute to local skills, technical expertise and a support infrastructure that ultimately benefits consumers.
What are other customers saying?
Consumers also have more information than ever before when deciding which brand to trust. Online reviews can provide an indication of how a company responds when customers need help, rather than simply showing what the product looks like when everything is going well.
This makes the experience after the purchase an important part of the buying decision. Before choosing an appliance, consumers can look at reviews, understand the warranty and service process, and find out where they can get assistance if something goes wrong.
Look beyond the price tag
The resourceful consumer is no longer asking only, “Can I afford to buy this?”
They are also asking:
“Can I afford to run it?”
That means considering more than the price on the shelf. Energy consumption, capacity, expected lifespan, warranty, spare parts and access to service can all contribute to the real cost of an appliance over time.
For a major household purchase, the cheapest option at the point of sale is not necessarily the best value in the long run.
Because the real cost of an appliance isn't just what you pay for it. It's what it costs to run it.
