Festive season sparks retail surge

Samuel Njinga

The countdown to Christmas has ignited a nationwide shopping frenzy, injecting life into both formal and informal retail sectors as consumers stock up on food, clothing, and household essentials ahead of the festive season.

From Beitbridge to Masvingo, Harare, Bulawayo, and smaller growth points, supermarkets are recording heavier foot traffic, while vendors report sharply rising demand for basic commodities. While December’s seasonal upswing is traditionally expected, this year it has been amplified by increased cross-border movements and a steady inflow of returning Zimbabweans through the Beitbridge Border Post.

Retailers in Masvingo’s central business district say the past two weeks have been among the busiest periods of the year. Shelves carrying groceries, cooking oil, sugar, flour, rice, soft drinks, and meat products are being replenished more frequently, while clothing and footwear outlets are also enjoying brisk sales.

“We have seen a significant increase in customers, especially after pay days,” said a manager at one major supermarket chain. “People are prioritising groceries and basics, but there is also strong demand for clothing and small household appliances.”

The informal sector mirrors this trend. Vendors operating in Beitbridge, Ngundu, as well as Mucheke bus terminus, Chitima Market, Inner-City Green Market, and other trading points in Masvingo say sales volumes have doubled compared to October and November. Many traders report that customers are buying in bulk, particularly staple foods associated with Christmas celebrations.

“People want to make sure there is enough food at home,” said Janet Musvovi, a vegetable vendor in Masvingo. “Tomatoes, onions, potatoes, mealie-meal, and chickens are moving very fast.”

The surge in domestic demand coincides with heavy activity at the Beitbridge Border Post, Zimbabwe’s busiest port of entry. Transport operators and immigration officials confirm that traffic volumes have increased markedly, with thousands of travellers entering the country daily for the holidays. Many returnees are bringing groceries, clothing, and household goods, further stimulating local trade as families complement cross-border purchases with locally sourced products.

Government efforts to streamline operations at Beitbridge have helped ease congestion compared to previous festive seasons, though peak-hour delays remain common. Bus operators say improved flow has allowed for more predictable travel schedules, encouraging earlier holiday returns and spreading shopping activity over a longer period.

Economists note that the festive-season boom provides short-term relief to businesses that have endured a challenging trading environment marked by liquidity constraints, subdued consumer spending for much of the year, and rising operating costs.

“The Christmas period remains critical for cash flow,” said an independent retail analyst. “For many businesses, December sales can determine how well they start the new year.”

However, the uptick in demand has not been without challenges. Price pressures on certain basic commodities have emerged, driven by higher wholesale costs, transport expenses, and increased demand. Consumer groups have urged retailers to avoid unjustified price hikes, warning that low-income households are most vulnerable during festive seasons.

Authorities have also intensified market surveillance to ensure fair pricing and adequate supplies of essential goods. Retailers, on their part, say maintaining stock levels amid heightened demand requires careful planning and access to foreign currency for imports.

Despite these pressures, the prevailing mood among traders is one of cautious optimism. With days to Christmas, business owners expect activity to intensify further as schools close and more workers go on leave.

As shoppers fill trolleys and market baskets across the country, the festive rush is once again underscoring the central role of consumer spending in Zimbabwe’s economy, offering a temporary but vital boost to commerce as the year draws to a close.