Broad St jewellers hope for last-minute buyers

With Christmas a week away, jewellery retailers along Broad Street are experiencing a challenging start to the festive shopping season, with many businesses hoping for a last-minute rush to bolster sales before the holiday. 

Despite concerns over low customer turnout, shop owners remain optimistic that late paydays will encourage last-minute shoppers to flock to their stores.

Jennifer Nwamarah, manager of Little Switzerland, explained the trends she’s observed over the years: “Everybody is focused on curtains and the household right now. Maybe the end of the week is when people start getting paid for Christmas, so I guess that’s when the shopping will pick up.”

She continued: “They’re doing a lot of window shopping right now. But sales-wise? It’s been a bit soft; it could be better, but I think it will be better next week.”

The jewellery store, which also offers duty-free shopping, sees a wide range of customers coming into the store for the holiday.

She noted an influx of Caribbean visitors, while Europeans and Americas have been less prominent this season—in sharp contrast to upbeat forecasts for visitor arrivals from the US which has overtaken Britain as the main source of arrivals.   

“Mostly from the Caribbean islands, so we’re getting a lot of that right now,” said Nwamarah. “Last month we had a great number of Europeans, especially the British, but we’ve been seeing a few so far. But everybody’s waiting until the last minute.”

She explained that the late-hour shopping is typical for Barbadians: “As Bajans are always the last-minute people, so I think it’s the same thing.”

Little Switzerland has extended its hours for the holiday: “We’re going until seven for this week and then next week; and then we’re going to do like 8. But all depending on the traffic.”

The store is also offering promotions to attract more customers for the days leading up to Christmas Day. 

Nwamarah added: “We have our annual friends and family event, which will be the 20th and the 21st, which is Friday and Saturday of this week. We have some amazing savings, up to 70 per cent off.”

Over at the Royal Shop, owner Hiranand Thani explained how they prepared based on trends from last year but were still disappointed by the lull in customer arrivals.

He told Barbados TODAY: “We have prepared very well this year early. And when we say prepare, we mean we brought in our goods early this year. And we did this because of what was experienced last year and what was even experienced now, where goods were coming but we’re not getting. Because of logistics, supplies were low. We were buying goods early so that we would make sure we had them on time.”

However, despite the early preparation, Thani noted: “We have done all of that in hopes that we’re going to see a good season, but today is the 18th and still we’re not seeing anything like what it was even like last year.”

Despite current slow sales, Thani remains hopeful that business will improve by the end of the week.

“We’re hopeful,” he said. “We’re not saying that things are bad. But we know that government pay has not been done as yet. People are holding back, and it seems that it’s the same pattern year after year, where shoppers are going to wait until the last three or four days to do their shopping. Basically, that’s what it is.”

He observed that the streets are quieter this year than last year, and foot traffic is significantly lower.

“Bridgetown as a whole has not been looking even half of what it was like last year. It’s been very, very quiet on the streets.”

The Royal Shop, owner Hiranand Thani.

He believes that even the extended hours are not helping with sales, as The City is almost empty by 4 p.m.

Thani said: “There wasn’t that big of a business either [last year]; business was trickling in, but we prepared early, thinking that people would see early and they would shop early. That didn’t happen. But again, there were more people doing their shopping last year than we see this year. We see the streets become very quiet very early. Like 3:00, 3: 30, 4: 00, the streets have already become quiet. We even advertise that we’re opening until 8 p.m. Sometimes by 6:30, 7 p.m., we find ourselves wanting to close, but we’re not seeing that traffic; it’s just not there.”

He also noted that shoppers are focusing more on lower-cost items rather than higher-end products.

“I think people are also looking for a lot less pricey merchandise. They’re not buying the nice stuff, or what we consider nice stuff, a little bit expensive stuff. They’re looking for real low-end cost items. They’re looking for gift items, yes, but gift items at a very low price. That’s what they do. We see maybe a little bit more silver being sold than gold.”

Shakira McLean, a supervisor at La Ramona, has also observed a drop in customer volume.

“Compared to last year, it hasn’t been as busy. But we’re still seeing the flow of customers as they buy their Christmas presents and whatnot. I would definitely say it’s busy; just not as busy as 2023.”

Shakira McLean, supervisor at La Ramona with customers.

She noted that after lockdowns, people were more willing to spend, but now the higher cost of goods seems to be affecting purchasing behaviour.

“I think after COVID, we were on lockdown. I think after people got their freedom, they felt more like: ‘I’m going to spend, I’m going to splurge, I’m going to treat myself.’ So we’ve gotten a lot of that.”

She added: “Because the prices of a lot of stuff have changed. The prices of school clothes, I believe the prices of event tickets and other stuff affect the Christmas season.”

McLean also expressed hopes for a safe holiday season, considering the ongoing economic challenges: “I really hope that we can push a lot more products. I really hope it’s easier. I’ve seen a lot of crime and stuff happening. We’ve never had any issues in the last seven years that I’ve been here, and I’m hoping now, as things are harder, that youngsters don’t feel more enticed to try to get money fast. And I hope it’s safer and easier.” 

louriannegraham@barbadostoday.bb