Amman shop owners report 25% decrease in demand during Ramadan

AMMAN — Consumer demand has decreased by more than 25 per cent since the beginning of the holy month of Ramadan, according to downtown Amman shop owners.

Tawfiq Ridwan, owner of a downtown souvenir shop, told The Jordan Times on Wednesday that during Ramadan, shoppers’ routines are oriented towards fulfilling religious obligations and preparing iftar meals. Despite offering exclusive Ramadan deals and discounts, Ridwan noted a standstill in business as people are not buying.

Radwan also said "that as the second week of Ramadan fasting commences, downtown Amman sees an increase in visitors. However, most people are there to stroll, enjoy a cup of coffee, or tea, or eat sweets". 

Subhi Shabsough, an employee at a local bead and stone shop, emphasised the importance of adapting to changes in customer behaviour to maintain sales during Ramadan. He noted that while food sales "significantly" increase during the fasting period, other businesses struggle to attract customers.

“Ramadan comes with its own challenges and opportunities… the positive side is that during the last 10 days or week, people start preparing for Eid Fitr and that’s when demand soars,” he added.

“Productivity has declined by at least 40 per cent,” Samer Quraini, an employee at a juice shop in downtown Amman. He pointed out that reduced operating hours for sure mean less daily profit.