DAMMAM, 21 November — During the past four years, Ramadan fell during winter vacations, when schools were closed and expatriates and Saudis alike traveled abroad. But this year, since Ramadan started in the middle of an academic term, it was expected that sales would be much higher.
As Ramadan festivities got under way in the Eastern Province, the souqs of Alkhobar and Dammam in particular were braced for increased sales. Supermarkets around the province had also stocked up on goods.
However, the expected rush of customers failed to materialize, and almost all markets are now reporting much lower sales even compared to pre-Ramadan figures.
Dairy products and beverages, which normally register the highest sales during Ramadan, proved to be the worst affected. Carbonated drinks, juices and even mineral water are among the least sold products.
The reduced prices of dairy products, due to an ongoing price war, also failed to boost sales and many supermarkets have canceled increased orders for Ramadan.
Other food products, such as vegetables, fruits, meat, fish and cereals, have witnessed only marginal increases in sales. The fruit and vegetable market is already in a mess, largely due to new regulations that require all hired staff at fruit and vegetable counters to be Saudi. That has resulted in many small supermarkets refusing to sell fruit and vegetables altogether.
Ramadan is traditionally the month when Saudis buy new household furniture and jewelry. But it is the same story here too, with shop owners reporting lackluster business. "It appears that the tradition is changing. There’s a consistent drop in sales over the past two years," said a furniture showroom manager.
Supermarkets and shopping malls are putting on a brave face, saying that sales will pick up after the first week of Ramadan.
