Turkish retail market hopeful sales rise with Eid, start of new school year

As the beginning of the 2010-2011 school year falls just after Eid al-Fitr, most retailers are quite happy with recent sales figures and expect a boost in their revenue as people flock to stores for both feast and school shopping at the same time.

    Turkish Retailers Federation President Şeref Songör said retailers have had a bountiful Ramadan this year with a rise in sales of around 9-10 percent when compared with figures last year. He said he was hopeful about a further uptick in sales with the approaching Eid and the beginning of the school year, adding that stationery and “bayramlık” [Muslims put on their best clothes, called “bayramlık” in Turkey during religious festivals, often purchased just for the occasion] aisles were already set in stores.

    “We are hoping to overcome a possible slowdown in sales following Eid with sales for the start of school. In addition to this, holiday makers returning to big cities after their summer vacations give us hope for increasing sales,” Songör told Sunday’s Zaman.

Songör dismissed the possible negative influence that high temperatures might have on sales, explaining that every season brings a boom in sales of certain products.

“For instance, there was a big increase in the sales of carbonated drinks during Ramadan and retailers from time to time had difficulty meeting demand,” noted Songör.

Secretary-General of the Turkish Mineral Water Manufacturers Association (TÜRKMASUDER) Nizamettin Şentürk said in a statement last month that there has been a significant rise in the consumption of mineral water in Turkey due to the high temperatures since the beginning of Ramadan. “Although the exact rate of increase could not be determined, it is thought to be around 10-15 percent,” he said.

Nihat Özdemir, general manager of Kiler Holding Perakende Grubu, a large Turkish retail conglomerate, said although there has been a slowdown in sales in the middle of Ramadan, which began on Aug. 11, sales have been high during this year’s holy month. He also dismissed a fall in sales due to scorching temperatures and added that he was expecting an additional 50 percent rise in sales this week when people flock to shopping centers and stores to shop for Eid.

Candy store owners and patisseries also wait for Eid with great expectations as the festivity brings with it an increase in sales and, therefore, rising profits. They begin preparing months before the occasion and try to attract customers with colorful and delicious delicacies. Turkish delight is traditionally presented to guests who come over on holiday visits. The sweet sells for between TL 5 and TL 30 per kilogram, and Turkish delight sellers say they are pleased with increasing sales ahead of the holiday season.

Hamdi Çarşıbaşı, a manufacturer of candy and Turkish delight in the central province of Kayseri, told the Anatolia news agency that he was pleased with increasing sales with the approaching Eid festival and has been working hard to meet demand.

Ruling out any change in the price of the candies and Turkish delight when compared to last year, he said: “There has not been any significant rise in prices. But a few luxury brands have increased their prices by around 5-10 percent for some chocolate items.”

In addition to shopping for the Eid, people are also in a hurry to prepare their children for school, a boon for sales of school supplies and uniforms.

Rabia Kaya, a housewife, said she spent a day school shopping for her three children, one of whom will become a first grader this year. She said she has spent around TL 150 for the uniform and stationery materials for her son who she said was very excited about becoming a student next Monday.

Kaya also noted that she prefers to shop on weekdays because stores and shopping centers become too crowded at the weekends.

A store owner, Ahmet Kanarya said his store provided many clothing options to appeal to everyone’s budget. “Excluding shoes, the cost of the uniform for a primary school student is at least TL 50, TL 90 for a secondary school student and TL 120 for a high school student. The prices differ according to the quality of the products,” he said.

Mediterranean Ready-Wear and Textile Exporters Association Chairman Tarık Bozbey said the ready-wear sector is very hopeful about sales for Eid and the school year. “We expect a significant rise in sales since Eid and school opening coincide this year. In addition, consumers will start shopping for the winter season, leading consumers to the retail market. The ready-wear sector, which has been suffering from a stagnant period for a long time, can take a deep breath,” he said.