By Our Reporter
SHILLONG, Dec 12: As the Christmas season has arrived, and city braces itself for the big occasion, the expected shopping spree is palpably absent this time round.
A walk down the GS-Road-Police Bazar posh shops reveals the stark reality of changing shoppers’ behaviour. Most shops have Christmas decor in place marked by illuminated stars and Christmas trees, the typical hustle and bustle of Christmas fervour seems conspicuously absent. Retail shops stand eerily empty, awaiting customers, reflecting a shift in shopping trends with the looming impact of online shopping on the retail fashionable garments business.
Even though Christmas is over ten days away, traders fear the worst. The absence of Puja fervour had hit retailers hard, with some shops returning almost as much as 30-50 per cent of their Puja stock intact, and others contemplating the challenging decision of either packing up or shifting tracks. The retailers had their hopes high to make up for the lack of Puja sales during Christmas.
So far they have not had much to cheer about.
Ishwar Kiani, the owner of Motirams on GS Road, reflecting on the contrast from previous years when the Christmas shopping season kept shopkeepers so busy that missing lunch was a common occurrence, added this year, following a lacklustre Puja season and substantial losses, the Christmas season hasn’t picked up as expected, making up only about 50 per cent of previous years.
Kiani jokingly added, “If the sales were remotely good, I would not even have the time to speak to you.”
Babla Mordani, owner of Babla’s in GS Road, while expressing disappointment, mentioned that he had to return 30 per cent of his stock during Puja due to the declining market demand.
He reckons a shifting trend of shoppers moving away from Police Bazaar, attributing it to the persistent traffic jams and a severe lack of parking space. Mordani also added that online shopping has impacted the retail market, revealing that Christmas shopping, which usually gains momentum from November, has only started seeing a trickle of customers a day or two before.
Traditionally sought-after Christmas items like house decors and cards seem less popular this year. Even renowned shops like Hallmark and Archies report empty card and décor sections, leaving only green décor and lights adorning the shops as visible signs of the festive season.
While the traditional Christmas fervour seems subdued in retail shops, a surprising counter-trend growing is the thriving thrift shopping scene. In areas like Happy Valley and Madanrting, known as hubs for thrift shopping in Shillong, there’s a noticeable influx of shoppers, indicating a shift in consumer preferences towards sustainable and cost-effective fashion alternatives, particularly among the youth.
Approximately 20-25 thrift shops, predominantly run by women, offer a variety of second-hand items, including jackets, hoodies, shoes, and sneakers from high-end fashion brands.
Chinnkhanniang, the owner of Laizon Collections, noted that while their sales, especially of winter clothes, peak during the festive season, they maintain a steady flow of customers throughout the year, addressing different demands.
Chin, who initiated the thrift shop three years ago, mentioned the shop sees a diverse customer base, primarily comprising youngsters.
The popularity of thrift shopping among urban youth is indicative of a broader trend toward sustainable fashion. Thrifting, as a form of sustainable fashion, skips multiple checkpoints, reducing environmental and social costs while providing a financial benefit.
Jasper Zomie, another thrift shop owner, highlighted thrifting as a cost-effective alternative to expensive fashion. Emphasising that customers can acquire comfortable apparel at half the price of new items, he added that online fashion can not pose a threat to thrifting. Zomie asserted that online shopping may affect traditional retailers but not thrift shops.
Seemingly, a significant number of Christmas revelers also prefer to flock to footpath retailers rather than entering big-name shops.
They attribute this choice to the expensive yet seemingly overpriced products. Nila Das, the owner of a footpath shop on Thana Road, managed to humorously whisper amidst the large crowd of consumers, “It’s the Christmas season.”
Das, who sells shawls, sweaters, and everything associated with winter, mentioned that he receives limited stock and restocks once it is depleted. He noted that the influx of people has increased, and Christmas is typically a festive time for them.
Additionally, he stated, “We are here on the road; anybody who likes the stuff comes, checks it out, and if they like it, they take it.”
A local customer who overheard the conversation added, “It’s not about where you get the stuff; it’s about where you get good stuff from. Have you seen the prices they charge in these shops just for the sake of their names?”
She further remarked, “I would rather drive to Guwahati and buy from there; I would get the variety and find the same stuff at almost half the price.”
In essence, the city is experiencing a shift in Christmas shopping dynamics, the owners of the established shops of downtown Shillong are confronted with the biggest challenge of remaining afloat, whether Christmas or Puja season.
On the flip side, thrift and footpath retailers’ shops continue to thrive.