Christmas is that period of the year when many people spend an extra franc shopping for themselves or their family, as well as buying gifts for friends, co-workers or spouses.

This is all part of making the holiday season a memorable one each passing year as Christians across the world remember the birth of Jesus Christ.

It is also always the time to be a little charitable and donate to the less fortunate members in our communities, or caring for those that are experiencing hard times in their lives. Of course for businesses, it is a time to make a little more money through increased sales. In fact, this period of the year is the peak of product advertisement, with many businesses offering varying discounts and making all sorts of promises to attract shoppers, especially those that want to experience new things or experiment with new recipes.

Presently, the Kigali Central Business District is a spectacle with retailers and different brand promoters advertising their products to boost sales by targeting the festive season shoppers.

In different city suburbs, Christmas lights twinkling in shops, product promotions are ongoing in different markets; and retail shops are also offering discounts on selected items.

Telecom companies have also started offering bonuses on calls and airtime, and big stores have stocked new items; online deliveries, travel agencies, and money transfer service providers have also started providing attractive offers. From the small retailer to the biggest regional chain supermarket, all are competing for Christmas shoppers.

Back in the day, the situation was different as businesses never took any big effort to fight for customers, and most times than not traders were confident buyers would come knocking as they almost had no alternative.

That was then; today things have changed significantly and, with a multiplicity of traders one cannot afford to sit back and wait passively for customers to come to their store. 

With all this happening in this era, do Kigalians think the Christmas season shopping has gotten any easier, better or worse? The views are as mixed as there are people who believe in Christmas. Though many still recall their childhood memories when Christmas was ‘the in-thing’ and most people had to save money many months before the holiday season, others say the season is just like any other.

For Wivine Mushoza, the Christmas season is the time to make the children happy.

"Children love to ‘shine’ during the festive season, and as a mother, I make sure that I save for their shopping, among other things. The young ones need a special outing, new clothes, shoes; basically new everything,” she says.

She adds, however, that all the shopping is done responsibly not to stretch themselves financially buying supplies for the Christmas and New Year’s "since we have pay fees for the school term that starts at the beginning January.

This notwithstanding, many parents try not to disappoint their children during Christmas, especially if they do not buy them new clothes or receive the right kind of toys, says Fidelis Nsanzabaganwa, a parent in Kabeza.

Nsanzabaganwa says there is need to teach children at an early age that Christmas is not about material things – buying new items or eating a lot of food.

"As parents we can teach our children valuable lessons this holiday season, especially on disciplined and responsible spending that is within the family’s means.

"We can teach the children about love, sacrifice and caring for the less privileged in our communities,” he notes.

He adds that parents should not wait for Christmas and New Year festivities to teach their young ones valuable life lessons.

"Let’s not waste it by focusing more on holiday shopping than parenting,” he says.

Christmas discounts

On the increasing number of promotions and discounts during the Christmas season, Albar Jasani, who runs an electronics shop in Nyarugenge town, says discounts and promotions boost businesses as they appeal to clients and attract them to stores, improving sales.

"Ordinarily, more people buy items during Christmas season. However, this is because many businesses give attractive offers. Therefore, discounts and promotions are crucial in such period,” Jasani explains.

"For instance, we have a package where two phones go for Rwf110,000 compared to Rwf170,000 previously or Rwf85,000 for each phone. We are also giving shoppers some gifts, like umbrellas, memory cards and T-shirts, depending on the item bought,” he added. Some business people however, think that it’s a time to make sales.

Steven Makau, the Nakumatt UTC branch manager, says that Christmas promotions are essential to attract customers and boost sales.

No Christmas shopping for me

Scovia Busingye from Kimironko, Gasabo District says it is important to that people use the Christmas period to explore new opportunities and ‘create’ rather than consume to bring about lasting change in their lives and communities in which they live.

"December does not need to be a month characterised by long lines at the cash register or ATMs. We can do better than that. We can use this festive season to pursue and use our money for meaningful and purposeful activities that will bring fulfillment in our lives and those of people around us,” she argues.

Andrew Mugabe, who works at Telecom House, says Christmas shopping is ‘unnecessary’ spending. He, however, confesses that he grew up in a family that did not celebrate Christmas.

He says people should not be extravagant, noting that there is no reason to overspend just to impress others.

"I believe the Christmas season is a time to share with family and exchange gifts, but this does not warrant unnecessary spending,” he argues.

He adds that because a lot of people overspend during the festive season, they experience the so-called January blues.

"Many people are enticed by businesses that want to end the year with big sales, and so they offer big Christmas discounts, particularly for products that are about to expire or that have overstayed in the stores,” Mugabe points out.

He says though shoppers think they are buying at a discount, they are in fact paying item’s worth. This ‘discount’ entices you to buy stuff you don’t even need. Because the price tag creates the impression that the item is very cheap, you go for it.

Mugabe, however, says that those who believe in Christmas need to make merry and enjoy their day. 

"Yes, the Christmas season is one of those special days there is to end the year, so it’s wise to have some fun with the family, but it’s also equally unwise to spend a year’s savings on Christmas and New Year’s because January is definitely not going to be merry,” he advises.