Shopping mania has gripped the city with only a couple of days left before Eid Al-Fitr. Malls are overcrowded and nights are alive with traditional and cultural activities. All of this exists side by side with the spirituality associated with the last ten nights of Ramadan. For retailers in the Kingdom, Ramadan's significance extends beyond its religious importance. For the business community, Ramadan also symbolizes a traditional boost in sales as consumers enamored with mega promotions go on shopping sprees lapping up everything from garments to fashion accessories, from foodstuff to home furniture and décor and from gadgets to cars. This Ramadan has been no different. Ironically, it is not only women who are affected by this shopping mania, but also men who are becoming shopping crazy. “Ramadan shopping is a festive time – a cultural act. People buy stuff with great zeal and enthusiasm be it grocery, clothing, gift items, or home décor items. Promotions sharpen the appetite for shopping during Ramadan resulting in an enormous increase in sales volume,” said an assistant director of a popular chain of supermarkets. An electronics shop manager said Ramadan was a season of brisk sales especially in the home appliances segments. Up to a 30-40 percent increase in sales is noticed every year, he said adding that many people buy deep fryers, rice cookers and microwaves in Ramadan to add comfort to their hectic daily lives. “Electronics like rice cookers, deep fryers and microwaves have added an additional hand to ease my work. During Ramadan, increased domestic work puts pressure on working women like me. I find it easier with such appliances as Iftar and Suhoor are additional responsibilities. I bought these items since Ramadan discount offers enhance the purchasing power of consumers,” said Erum Khan. Many believe that the dramatic increase in sales of home décor items and furniture is because of Iftar parties as people like to give their homes a face-lift before inviting friends to visit. “Many families redecorate during Ramadan as they want a new look for Eid as well as during Ramadan so that their homes look presentable when they call guests for Iftar. Almost 35-40 percent of our business is done during this time,” said Abdul Rasheed, sales manager of a renowned international chain of home and fashion retail stores. “It feels great to redo my home every Ramadan. It gives me satisfaction to bring home new things in Ramadan. I wait for a whole year to shop for the house,” said Arifa Siddique, a Pakistani housewife. For South Asian expatriates, Aziziyah market is distinguished for its traditional Shalwar Qameez dresses, shrara (traditional skirt-like dress) and other items like traditional bangles and jewelry. This year Aziziyah market has witnessed lower sales as most expatriate families are vacationing abroad. “Most of us in Aziziyah expected this due to the vacation,” said Abdul Basit, a Pakistani shopkeeper. __
