Christmas shopping in Kericho County is undergoing a quiet but significant transformation, with households abandoning the once-familiar festive shopping spree in favor of cautious, necessity-driven purchases, as tough economic conditions and looming January school expenses take center stage.
A spot survey conducted by the Kenya News Agency (KNA) across several major supermarkets in Kericho town reveals a consistent pattern: shoppers are spending more time scrutinizing prices, selecting fewer items from shelves and limiting purchases strictly to essentials.
This marks a sharp contrast to previous years when the festive season was characterized by bulk buying, overflowing trolleys and extended celebrations.
KNA observed that while foot traffic in supermarkets has increased as Christmas approaches, spending per shopper has declined noticeably.
Many customers were seen moving methodically through aisles, comparing brands and quantities before settling on modest purchases—largely food items intended for Christmas Day rather than extended festivities.
“Christmas is no longer about extravagance,” said Janet Chepkemoi, a mother of three encountered during last-minute shopping.
“We are buying food for the day and something small for the children. January is coming very fast, and school fees, uniforms and books are nonnegotiable,” she quipped.
From an economic perspective, the restrained spending reflects sustained pressure on household incomes.
Kericho’ s local economy, heavily dependent on tea farming, small-scale trade and casual employment, has been affected by reduced earnings and a persistently high cost of living, leaving families with limited disposable income during the festive season.
“For tea farmers like us, income has been unpredictable,” said Kiprotich Rono, who was shopping for basic groceries. “In the past, Christmas meant a shopping spree and visitors for several days. Now it is just one day for family to sit together, share a meal and move on.”
Retail workers confirm the shift, noting that consumer behavior has changed significantly.
“Customers are coming, but they are very careful,” said Grace Langat, a cashier at one of the supermarkets visited by KNA. “Most of them mention school reopening in January. They buy only what they need for Christmas day, not in bulk like before.”
Economists view this trend as a rational response to constrained incomes and rising fixed expenses, particularly in education. School fees, uniforms, transport costs and boarding requirements are increasingly shaping household financial decisions, effectively crowding out discretionary festive spending.
“Education is a long-term investment for families,” said Samuel Kibet, a parent preparing to take his two children back to school next term. “If you overspend in December, January becomes a crisis. That is why we are keeping Christmas simple.”
The KNA survey further indicates that Christmas in Kericho is steadily becoming a low-key occasion—less about prolonged celebrations and more about brief family gatherings, home-cooked meals and church attendance.
Travel plans have also been scaled down, with many families opting to celebrate at home to avoid high transport costs.
This evolving festive culture underscores a broader economic reality: households are increasingly focused on financial survival and stability rather than seasonal indulgence. What was once a period of conspicuous consumption is now defined by prudence, planning and prioritization.
Kericho’s celebrations remain intact but subdued and for many residents, the true measure of a successful festive season is no longer the size of the shopping basket but the ability to start the new year with children reporting back to school on time and without financial distress.
In the face of tough economic times, Christmas in Kericho is being reimagined—not as a shopping spree, but as a modest pause anchored in family, responsibility and careful economic choice.
By Gilbert Mutai
