Recession ripples: Rethinking Dashain celebrations

Nepal’s vibrant Dashain market, once characterized by bustling streets full of shoppers and a palpable sense of excitement in the air, is largely subdued as a result of ongoing economic crisis. 

Nepal’s economic downturn has cast a shadow over the traditional fervor, leaving many to ponder on the impacts on sales, transactions, and the overall excitement of the festival season. Recession has brought us to a point where we need to reconsider and reevaluate the dynamics of the Dashain market. It is imperative to delve deeper into the nuanced effects of recession on the Dashain market, assessing whether the economic constraints have dampened the customary zeal and prompted a more restrained approach to spending.

In recent years, the Dashain market has experienced a visible shift in sales and transactions that serve as a barometer of economic health. While the demand for essentials and customary festive items remains steady, the extravagant purchases and splurges seem to have taken a back seat. Consumers are exhibiting a heightened sensitivity towards their financial resources. 

The Fashion Hub, nestled in the heart of New Baneshwor, is the brainchild of Juna Giri. In previous years, the lively echoes of footsteps in her store bore witness to the exuberant spirit of the season, with sales soaring from the auspicious day of Ghatasthapana. However, in the wake of the global pandemic, a subtle transformation has taken place. It’s like a big shift in how people do their Dashain shopping, and Juna’s shop is feeling it too. 

“Before Covid-19 struck, our sales were flourishing. We had about 15 daily visitors, and during Dashain, that number would swell to around 50, starting from Ghatasthapana. However, in the aftermath of the pandemic, customers have shifted to online shopping. But there aren’t as many sales as before,” says Giri. “After Covid-19, walk-in customers have slashed. The same familiar clothes hang on our racks, with few to no new arrivals.”

The hallmark of Dashain market, the hustle and bustle, has been somewhat tempered. The once hectic shoppers, darting from stall to stall, now move with a measured determination. The cacophony of haggling and bargaining, while still present, has taken on a more subdued tone. This recalibration of the shopping experience mirrors a broader societal shift towards a more mindful consumption pattern, in regards to recession. 

There has also been a noticeable surge in online shopping preferences among Dashain celebrants. Instead of rushing from stall to stall, more and more people are choosing to scroll through virtual storefronts from the comfort of their homes. This shift towards e-commerce reflects a broader societal transition towards convenience and accessibility in the shopping experience.

“We opened a TikTok account for our store, and in just a year, we’ve surpassed 38,000 followers. Many of the customers who visit us now say they discovered our store through TikTok,” says Giri.

Much like The Fashion Hub, numerous clothing stores have undergone this transformation. The tradition of haggling and bargaining, while still prevalent in the traditional market, has also been influenced by this digital evolution. Online platforms introduce a different method of negotiation, often involving the use of digital coupons, promotional codes, and comparative shopping, ultimately reshaping how consumers interact with sellers.

 

Market saturation has intensified the impact of the recession. Consumers now prefer unique, trendy clothing over mass-produced options found in every other store. Rose Pahari, owner of Bellevogue_np, a platform enabling customers to pre-order desired items from the USA, reflects on this shift in consumption patterns. 

“We receive substantial pre-orders for ethnic wear because individuals are inclined towards exclusivity. However, this year has witnessed a decline in consumption. We observe a surge in online bargaining as people become more discerning and prudent with their spending,” says Pahari.

Limiting the uncontrollable spending

Recession has acted as a reality check, prompting consumers to reevaluate their spending habits. While the allure of extravagant purchases remains, a newfound restraint prevails. The Dashain market, once a playground for unrestrained spending, is now a space where thoughtful choices are celebrated.

In a recent report from the Ministry of Finance, concerns arise as government expenditures, including salaries and Dashain allowances, have surpassed income, leading to a negative account balance.

Dhaniram Sharma, joint secretary of the ministry, urges against misconstruing this situation as a sign of distress, explaining that while first-quarter revenue collection fell short of targets, overall revenue is on par with last year’s. This fiscal situation prompts reflection on the age-old tradition of celebrating Dashain with lavishness, sometimes surpassing one’s financial capacity. The government’s provision of Dashain allowances, while well-intentioned, can inadvertently encourage this trend. It’s important to recognize that an extravagant Dashain celebration should not be equated with genuine tradition, but may, at times, stem from a desire to imitate unsustainable practices.

The Dashain market in Nepal stands as a testament to the resilience and adaptability of Nepali culture in the face of economic challenges. While the recession has ushered in a more measured approach to spending, it has not extinguished the fervor of the festival. Instead, it has prompted a reevaluation of priorities, emphasizing the true essence of Dashain—family, togetherness, and the celebration of traditions. As the market evolves, it continues to serve as a reflection of the ever-evolving economic landscape of Nepal.