JEDDAH, 21 September 2006 — With the sighting of the new moon only days away, preparations for the blessed month of Ramadan have steadily begun to transform Jeddah into a kaleidoscope of color and chaos.
Corridors decorated with multi-colored lights and signs reading “Blessed Ramadan” are popping up around the city.
The appearance of red, white, green and gold “iftar” (fast-breaking) tents dutifully standing outside restaurants for the purpose of greeting famished patrons are becoming a common sight.
Everywhere one looks there are sales, promotions and special offers all for the sake of Ramadan. There are even greeters at stores welcoming customers with flyers informing them of the promotions and special offers.
As a result storeowners especially look forward to this time of year.
“We do about 25 percent more business during Ramadan than the rest of the year,” said Abdul Majeed Khan, assistant manager of Geant, a large hypermarket chain in Jeddah. “Since this is our main time of year we do our best to serve our customers and retain stock because we want to make sure they keep coming back.”
A recent study shows that shoppers usually spend between two to three times the normal monthly expense on food and household items stocking up for Ramadan.
Because of the added Ramadan sales and promotions going on traffic too has become a big problem. Honking, shouting and general discord can be witnessed at any of the well-known outlets around Jeddah.
And it’s not only the front entrances and parking lots that are congested. The backs, where delivery trucks off-load products, are busy as well. The east parking lot of Azizia Panda on Tahliah Street was overflowing with merchandise last night under the watchful eyes of several security guards — enough stock to keep customers’ pantries full for the holy month.
Housewives too are keyed up with homemaking ideas for preparing the traditional delicacies. “This is my third time shopping for Ramadan,” said one newly married woman shopping in a Watani supermarket.
“It takes a lot of concentration to find just the right bargains and get what you need,” she said. “The added traffic makes it more difficult, too as tempers tend to run high.”
In efforts to help calm frayed nerves and assist customers, Watani has brought in extra help to promptly recover the empty shopping carts from the parking area to the store for refill. It almost resembles an assembly line operation: items in, items out.
Some people even find it necessary to refurbish their kitchens and homes in preparation purchasing furniture, upholsteries and electronic appliances for the holiday season. Sam Rowland, concept manager of Home Plaza, a home furnishings store in Jeddah, said sales at his store increase about 30-35 percent.
“Most people like to buy living room and dining-room furnishings this month to entertain guests, and for the upcoming Eid,” he said. “For this reason we consider Ramadan our peak month for business.”
