RIYADH, 31 May 2005 — The countdown has begun for the annual Saudi school vacation, with department stores, shopping centers, fashion houses and garment dealers feeding the frenzy with sales promotions. With only one month remaining for summer vacation, some department stores and shopping centers are displaying large banners with huge letters touting discounts of up to 70 percent to lure Arab expatriates preparing for trips home.

“It’s a worldwide practice — especially during holiday seasons,” said Nasser Salti, a media and marketing consultant. He said that strategic marketing policies behind these practices attract new customers, increase outlet traffic, up revenue and increase cash flow within a short period of time.

But Saifullah Hamidullah, a salesman at a King Fahad sports store, noted merchants first must get permission from the Chamber of Commerce and Industry. Whatever the advertised price, the stores must honor it for the advertised merchandise — not just to capture people’s attention.

“We have the same policy, but we explicitly mention the items which are not included in the discounts,” Hamidullah said. “That’s good both for customers and also reflects positively on the image of the vendors to gain trust from the people” he added.

“Unfortunately, some stores are not complying with the ordinances of the authority, for instance, if only old stocks with some defect on them are discounted,” he said.

Hamidullah said it was sad to think that some vendors take advantage of the crowds and display some unsold items. They also display newly arrived goods, which sell for higher prices.

“They just do what attracts customers,” Hamidullah said, “by putting big sales posters everywhere in their shops to get people’s attention.

“This obviously affects others’ businesses, which are almost deserted by consumers,” he said. “As for us, we apply to the chamber to secure permission before we put our discount notices.”

It’s a case of “let the buyer beware.” “Unfortunately, some of these stores are taking advantage of the busy season,” Saudi consumer Mansoor Sahrani told Arab News.

Some run advertisements in the papers, and some others don’t bother even to spend a riyal on advertising. Sahrani said those who advertise in the media are more reliable — giving business transparency to the customers. “If you go to their stores you can see this note on the items ‘the same as what is published in the paper.’ Specific items often are excluded from the promotion.”

Edgar Montano, a Filipino, shared his experiences from Riyadh sports stores. He said a friend of his introduced to him a sports store, which is located on Olaya road. Giving 50 percent discount, “At the entrance of the store a good looking sport cloth with a well-known trade mark attracted his attention and without hesitation he picked it up and decided to buy it but to his surprise the salesman told him that the item is new arrival and there is no any discount on it.”

Montano asked how about the 50 percent written outside? The salesman replied that what on display is merely a marketing strategy.

“My pride made me buy it despite the very high price without getting a single riyal discount,” Montano said.