Time can be an investor's best friend or worst enemy when investing. While time allows investors to ride out market volatility and participate in recoveries, lack of time can force riskier moves close to retirement. Research showed that between 2002-2016, the worst cumulative return over 3 years in the South African equity market was 0.76%, including the 2008 crash. Returns improve over 5+ years. Short term (1 month, 1 year) returns saw larger variances. The analysis demonstrates that remaining invested long-term in equities, through allocating assets appropriately based on risk tolerance and time horizon, can avoid losses to inflation. Timing the market is difficult and often means buying high and selling low.