It’s time to go on shopping spree

‘Ashadam’ is the month that is considered lean for business. But times have changed. ‘Ashadam’ coincides with the peak monsoon activity and the predominantly rural economy is generally preoccupied with agricultural work. Besides, commuting was difficult in the past with bad connectivity, poor transport facility etc. But “Ashadam” called ‘Soonyamasam’ is considered a good time to buy gold as the prices used to be low.

Jewellers are also offering discount on every gram of gold ornaments purchased and the price also has shown some decrease.

Gold prices are ruled by international trends and ‘Ashadam’ is a local tradition, says a leading jeweller. However, recently there has been a drop of Rs.200 to Rs.300 per 10 grams of gold.

But there is a world of change the way people save, spend and shop. Gone are the days when shops used to resign themselves to lean business and wait for Sravanam to herald good business. People’s shopping clock now does not only tick by need but what the shops offer to make him buy.

‘Ashadam’ in today’s times is turned into monsoon ‘hangama’ or ‘magic.’ Malls and big showrooms changed the way people look at intermittent rain as a sort of inconvenience that makes shop hopping difficult. With improved personal transport, if one gets into a mall or big showroom, it consumes considerable time. And sometimes tempting needs raise their pleasant head once an on-the-spot offer is made. Men plump for shirts or trousers or children’s wear and women for whatever the home requires, besides what they consider must for themselves. ‘Ashadam’ is also the time to spruce up the place for the big sale ahead in Sravanam, the month that sees women go for ritual ‘poojas’ on Tuesdays and Fridays and the auspicious occasion of Varalakshmi Pooja. Buying gold again is considered propitious and it’s a habit to buy every year at this time to have a personal collection.

And the freebies are raining with some offering umbrellas with purchases. Others a 50 per cent off on clothes, or ‘buy two get one free.’ A mall in the city has quite a few offers in the low-priced men’s dresses and one is sure to be tempted to buy a little more than what he really required. Another mall has lined up economy shirts with the ‘1+1’ offer.

People no longer seem to wait for an occasion to shop. Shopping itself is an occasion.