Chronicle Editor
Raymond Jaravaza, [email protected]
WITH less than three weeks to Christmas Day, the atmosphere in the streets of Bulawayo indicates a lacklustre start to the festive season.
Despite the impending holidays, only a few establishments have adorned their spaces with festive ornaments such as garlands, lights, and Christmas trees.
Traditionally, the conclusion of the third school term signals the commencement of the festive season, as parents start to prepare for Christmas Day and New Year celebrations.
On previous occasions, businesses such as supermarkets, shops, and clothing outlets, have experienced a surge in sales leading up to the holidays. However, this year, that trend seems to have changed.
Contrary to previous years when retailers began to implement festive season promotions to boost sales volumes and enhance profitability, most businesses continue to maintain their regular pricing structure as of yesterday.
A quick survey by Saturday Chronicle indicates that large supermarkets like Choppies, OK, TM/Pick n Pay, and other retail shops in Bulawayo’s central business district have not begun giving significant discounts on their products.
At Bulawayo Centre, one of the city’s most well-known malls, only a solitary store displayed a decorated Christmas tree. A Father Christmas nearby looked lonely, with only a handful of parents bringing their children to take pictures and collect gifts.
A gift shopkeeper in Bulawayo expressed hope of increased sales following the payment of bonuses to Government and private sector employees. The Government announced in October that civil servants’ bonuses would be paid over two months.
“This year, sales are very low even after some employees received their bonuses, so we will just have to wait and see if customers will start buying a few days before Christmas Day. Panic buying by last-minute shoppers a few days before Christmas Day and New Year usually gives us good business,” said the shopkeeper.
An OK employee who requested anonymity said sales promotions usually start at the beginning of December.
“Over the years, sales promotions normally start in the first week of December, but this time I’m not sure why we haven’t started. The promotions are meant to increase our sales because traditionally consumers during this time of the year have some disposable income,” said the employee.
At Haddon and Sly, a favourite hideout for the youths, the building owners have decorated the huge infrastructure with lighting to give a festive ambience to the place. However, individual shops have not made any attempts to woo shoppers with decorations or discounts.
At the Nkulumane and Entumbane Shopping Complexes, shoppers who spoke to Saturday Chronicle said they are still waiting for major outlets to start giving discounts.
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