*By Lulama kaSozathini**
East London – Friday, 23 January 2026*
East London’s business community experienced a notable economic uplift on Friday as thousands of supporters of the Economic Freedom Fighters (EFF) descended on the city from all nine provinces to show solidarity with party leader Julius Malema, who appeared at the East London Magistrate’s Court for a pre-sentencing hearing. From the early hours of the morning, the city’s streets were awash with the EFF’s signature red regalia, as buses, taxis and private vehicles streamed into the Buffalo City Metro.
The influx translated into brisk trade for local businesses, particularly those operating in the hospitality, transport and retail sectors.Small business owners near the court precinct reported a surge in sales. Street vendors selling food, beverages and party merchandise said they ran out of stock before midday. “We haven’t seen this kind of business in a long time,” said one informal trader operating near Oxford Street. “People were buying food, water, and even extra clothing because it’s hot.
Today really helped us.”Hotels and guesthouses across East London and surrounding areas such as Mdantsane and Beacon Bay also benefited, with many reporting full or near-full occupancy as supporters arrived as early as Thursday night. Local restaurants, fast-food outlets and fuel stations experienced increased foot traffic, while minibus taxi operators and e-hailing services noted higher-than-usual demand throughout the day.
The Buffalo City Metro Municipality acknowledged the economic spinoffs of large political gatherings, noting that while such events require careful planning and security coordination, they often provide a welcome boost to the local economy. Law enforcement maintained a visible presence, and proceedings unfolded without major incidents.
EFF supporters described the trip as both a political duty and an opportunity to support local businesses. “We came to support our commander-in-chief, but we are also spending money here in East London,” said a supporter from Limpopo. “That money stays with the people.”Julius Malema’s court appearance drew significant national attention, reinforcing East London’s position as a focal point of political activity for the day.
For many local entrepreneurs, the event offered more than just headlines—it provided tangible economic relief in a challenging trading environment.As the crowds dispersed later in the afternoon, business owners expressed hope that similar large-scale events would continue to be hosted in the city. “If days like this can happen more often,” said a restaurant owner in the CBD, “it would make a real difference for small businesses trying to survive.”
