“A Shopper You Won’t Forget”: Woolworths April Fool’s Shopper Bag Joke Has SA Doing a Double Take

• Woolworths SA pulled off a cheeky April Fool's joke, posting an AI-generated image of a luxury version of their iconic shopping bag
• The post got over 200,000 views and hundreds of comments from South Africans who were both amused and interested
• Some people played along with the joke, while others were not entirely sure whether the bag was real or not

Woolworths SA had South Africans stopping mid-scroll on 1 April 2026 when their official X account, @WOOLWORTHS_SA, dropped a photo that looked almost too good to be true. The image showed what appeared to be an AI-generated luxury leather version of their classic shopping bag. The bag was styled on a coffee table next to a cup of coffee and a pair of sunglasses. It had the look of a high-end fashion accessory. It was definitely not your average supermarket carrier bag. They shared the image of the bag along with the message:

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"Unveiling our new W bag. Now available with a luxe, genuine leather facelift. This is a shopper you won't forget at home."

The post was, of course, an April Fool's joke. The leather W bag is not a real product and is not available in stores. But that didn't stop South Africans from running with it.

The comments section quickly turned into a mix of laughs, wisecracks and that one person wishing the bag was real. Some joked about the price, and others couldn't resist taking a small dig at Woolworths over their already premium pricing. One thing was clear, though: people were entertained.

View the X post below:

SA loves the Woolworths April Fool's joke

Netizens were not holding back in the comments section on the X account @WOOLWORTHS_SA's post:

@KeitutheQueen said:

"This better be true. I like it and am willing to buy 14 of them."

@DinnyMthi joked:

"Stronger now to fit a million at least. Oh Woolies, we are not worthy."

@UnfilteredNaai laughed:

"Great, we finally got the new money bag."

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@ArthurDaDon added:

"Lol, the money will fit nicely in there."

@comfy86 warned:

"But not R600 ke coz Nina ni ungovernable."

@Kanyambose_ pointed out:

"Busy inventing leather bags with the profile you're making instead of lowering your prices is insane business."

@cypherpunkHRH questioned:

"So you are supposedly saving the planet by doing away with plastics and replacing them with environmentally harmful leather?"

@alyndenzel noted:

"April Fools gag aside, how is it possible for a leather bag to look so much uglier than a simple black Woolies cloth bag? Oh right... AI."

@MightiJamie joked:

"Don't let Kat Matlala wetsa manyala see this."

@SimplyEXT said:

"So you went leather, more expensive to produce and even more useful for thugs?"

@NellyM_0 wrote:

"We know it's a joke, but consider it."

@MapsLindy called it:

"April fool."

@sosoalivee joked:

"Fan account. Whilst Balenciaga."

@kaydimaks simply said:

"April fool's jokes."

More on Woolworths that got people talking

• Briefly News recently reported on a woman who compared Woolworths and Shein kitchenware side by side.
• A mother filming inside her local Woolies came across an Easter egg with a price tag that had the entire comment section in disbelief.
• A content creator shared details of the Woolworths and MaXhosa collaboration, but it was one unexpected item on the price list that divided South Africa.

Source: Briefly News