Traders in Nyeri are expressing concern over depressed sales as Kenyans travel to rural areas for the Christmas and New Year holidays.
While some business operators view the festive season as an opportunity to benefit from increased spending, the majority say this year has been particularly challenging.
Peter Kioni, who runs a wholesale store and an eatery in Nyeri town, described this year as the worst he can recall.
“In previous years, Christmas and New Year used to be a windfall for business operators. People would flock to my store in droves for last-minute shopping. But this year is completely different,” Kioni said.
He explained that unlike past festive seasons, customer turnout has been drastically low. “In all my life as a business operator, I have never experienced a scenario like this. This month is even worse than during the COVID-19 pandemic. Currently, I am struggling to sell even three bales of wheat flour a day, whereas last year I would sell more than ten. We are barely managing with the few customers we get,” he told KNA.
Traders at the Nyeri open-air market share similar concerns. John Nderitu, a green grocer, says he hopes sales improve by December 24, when last-minute shopping usually peaks.
“This year is the worst of all the years I have been in this business. Hardly any customers are asking what I am selling. Times are extremely hard, and most people appear to be saving money for next year’s school fees. Christmas shopping is the last priority,” he explained.
Nderitu said he would keep his stall open throughout the festive season in hopes of attracting more customers.
Duncan Ndegwa, another green grocer, attributes the low sales to the struggling economy. While he remains cautiously optimistic that business may improve, he warns that December is proving extremely tough.
“This year has not been good for business. Despite the festive season, people are reluctant to spend money. Last year, this time, business was brisk, and shoppers would flock here to buy food for Christmas celebrations. Today, that is no longer the case,” Ndegwa told KNA.
Jane Nderitu, a fruit seller, also noted the slump in sales despite the festive season. She said she has been forced to lower fruit prices to avoid potential losses due to spoilage.
“This market used to be flooded with customers ahead of Christmas. We would make significant profits, and business was booming. Now, everyone is struggling. There are very few people haggling to buy anything because there is little money to spend,” she stated.
Despite the challenges, Jane remains hopeful that sales may improve before December 25, allowing her to recoup some of the losses she has faced so far.
The subdued sales in Nyeri reflect wider economic pressures affecting consumers’ purchasing power. Traders say that many households are prioritizing essential expenses, such as school fees and basic food items, over festive indulgences.
While the festive season is typically associated with lavish spending and celebrations, business operators in Nyeri are witnessing a stark contrast this year.
Some traders remain hopeful that the situation may improve in the final days leading up to Christmas. Others, however, are already planning strategies to sustain their businesses in the face of declining demand.
The low customer turnout is not limited to food and grocery traders. Nancy Nyambura, a wall sticker seller in downtown Nyeri, said she serves about 20 clients a day, which she considers unusually low for December. Business operators continue to adapt to the challenges by offering discounts and lowering prices to attract customers, but the overall sentiment remains one of caution and concern.
As Kenyans travel to rural areas for holiday celebrations, Nyeri traders are grappling with the realities of an economy that is still struggling, reflecting the broader trend of cautious consumer spending even during festive periods.
By Samuel Maina
