Clothes traders cut prices to boost sales

Dar es Salaam. While prices of some food items are on the rise as the festive season draws closer, sellers of clothes have opted for a discount strategy with a view to increasing sales.

In a survey carried out by The Citizen at the Kariakoo market, which is the largest spot for holiday shopping, retailers are selling their commodities at a discount of up to 50 per cent.

Compared to previous years when prices skyrocketed during the festive season, this year, there are promotion campaigns galore, a situation which leaves customers breathing a sigh of relief.

A quality shirt is sold at Sh15,000, T-shirt at Sh9,000 per, which were earlier being sold at Sh25,000 and Sh12,000 respectively.

However, The Citizen also observed that the number of people buying various commodities at the Dar es Salaam’s largest market is increasingly falling compared to recent years.

It is less likely now to find one shop packed by customers. Most of them host three or four at once, a sharp fall when compared to the previous years.

Selling goods or services for less than their regular or listed prices is used as a selling approach to win the competitive market.

George Chaula, a retailer at Kariakoo, said they were selling a variety of commodities at discounted prices unlike in the past, but exuded confidence that the strategy will work.

“In the festive season, there is a huge demand for various commodities, so what is important is to clear the stock quickly. We just have to make room for new products daily,” he said.

According to Mr Chaula, making huge profits was not a priority, stressing what matters is how quickly one empties his stock.

He added: “Prices can only go up if I bring in new items at a high prices, but for now, what we are all competing for is to finish the old stock.”

A customer, Mr Jackson Majaliwa, said: “In a retail shop, a men’s shirt was sold at Sh25,000 and even hit Sh30,000 during the festive season, but things have changed, we sell the shirts at Sh15,000.”

Zion Classic Wear, a retail shop, was once selling one long sleeve women shirt at Sh20,000, but ahead of the forthcoming Christmas and New Year holidays, one can buy two shirts for the same price.

Peterson Mkuna, a shopkeeper, said selling his commodities at discounted prices during this time was a better strategy of making more money.

“Instead of lowering prices of a few items, we opted to lower the prices of item because we finish the stock quickly,” he said.

Mr Chaula added: “Everyone has his own way of doing business, some took this holiday season as a way of generating more profit,especially, through selling children’s clothes and shoes.”