Santa, stars and sparkling trees drive sales in Broadway while garments left in the cold this Christmas

Broadway, the commercial nerve centre of Kochi city, may have been thronged by crowds in the days leading up to Christmas, but traders say that apart from the decorative segment of Christmas trees, Santa Claus figures, and stars, business in other sectors – especially garments – has been largely stripped of festive cheer due to a combination of factors.

Whether families chose to cut costs this Christmas by foregoing new clothes or not, footfalls in textile outlets have been so poor that many shops have reduced operating hours to save on utility expenses. In contrast, firms dealing in Christmas decorations in Broadway have remained open until midnight and beyond, thanks to brisk sales.

“Yes, Broadway is bustling with people in the evenings. But that hardly translates into business, except for the Christmas decoration trade, which seems to be the only segment thriving this festive season,” said P.A. Sageer, president of the Broadway Shop Owners Association.

Quality over price

In Mather Bazaar, where shops selling decorative items are concentrated, it is difficult to walk without bumping into crowds, and traders are enjoying strong sales. Adding to the excitement has been the arrival of innovative new Christmas trees, Santa Claus figures, and stars. “The fully decorated Christmas trees that can be wrapped around a pole have been a big hit this season despite their high prices, ranging from ₹8,000 to ₹16,000 depending on size. This is a new entry in the market, though simpler wrap-around trees requiring decoration had been available in previous seasons. Customers generally seem to prefer quality over price when it comes to Christmas trees,” said Jayesh James, who runs a decorative items firm in Mather Bazaar.

Santa Claus figures of varying sizes that play music, dance, deliver gifts, and climb chains with sacks of goodies have also been in high demand, priced from ₹150 for small static figures to ₹6,000–₹7,000 for mobile ones depending on the size. LED stars, especially those shaped like reindeer and priced between ₹400 and ₹1,100, are also selling rapidly.

For garments, however, the season has been disastrous, traders say. “Sales have dropped by around 40% compared to last year. We are left guessing whether online trading, home-based boutiques in every corner, or simply the lack of disposable income is behind it. Business is so poor that we now open only by 9:30 a.m. and close by 7:30 p.m. to save on electricity costs,” said Hakkim Ismail, who has been in the garment trade since 1984.

Traders had ordered stock from across the country by October, anticipating festive demand, only to be left with unsold inventory. Since Kerala is often the trendsetter for new models, the stock cannot easily be disposed of in other States where those designs have yet to catch on. “Firms surviving hand-to-mouth will be forced to shut down, while others doing reasonably well will be pushed into debt through overdrafts or bank loans,” Mr. Ismail warned.