The purpose of this exploratory research is to explore the link between relative deprivation and lifestyle choices of affluent black South Africans. The study seeks to determine what drives the lifestyle choices of affluent black South Africans. The study interviewed fifteen respondents using in-depth face-to-face interviews. The study found evidence of egoistic relative deprivation amongst the majority of respondents interviewed. The study also shows race does not matter in the identification of a reference group. Individuals choose reference individuals or groups according to social class or social network. The spending patterns of the affluent black group show evidence of catching up activity, which contributes to the overall increased consumption patterns observed by policymakers. The spending patterns of affluent black South Africans provide evidence that relative deprivation is responsible for their lifestyle choices and those of affluent black people in general. The research concludes with a determination of an order of procurement of lifestyle goods for the affluent black South Africans. The research suggests that any measures to curb consumption without understanding relative deprivation will not yield long-term solutions to South African policymakers and marketers. The study concludes that there is a link between relative deprivation and the lifestyle choices of affluent black South Africans.