Zero Shopping Day Before Puja: Kolkata’s famed markets, usually brimming with last-minute shoppers ahead of Durga Puja, witnessed an unusual phenomenon this year — a “Zero Shopping Day” just four days before the grand festival. The development surprised traders and retailers, many of whom rely heavily on the final stretch before Puja to make up for sluggish sales earlier in the year.
An Unexpected Pause in Festive Buying
On the day in question, traditional hotspots like Gariahat, Hatibagan, New Market, College Street, and Burrabazar — which typically overflow with crowds in the final countdown to Puja — recorded unusually low footfall. Many shopkeepers expressed concern, noting that even staple purchases such as clothes, footwear, accessories, and festive decorations were being postponed.
Retail associations in Kolkata suggested that unseasonal rains, waterlogging in several areas, rising traffic snarls, and inflationary pressures contributed to the sudden dip. Families, particularly middle-class households, reportedly decided to delay purchases until the weather improved and transport became easier.
Zero Shopping Day Before Puja: Traders Count Their Losses
Several shop owners at New Market admitted to opening their stores early in anticipation of the Puja rush, only to find empty aisles. A saree trader in Gariahat remarked, “We usually see a surge in customers during the last few days before Puja, but this time the streets looked deserted. Even our regular customers didn’t show up.”
According to Confederation of West Bengal Traders Associations (CWBTA), the dip in sales has cost businesses crores in revenue. For many small and medium retailers who depend on Puja sales for survival, the Zero Shopping Day came as a rude shock.
Factors Behind the Decline
- Weather-Related Issues: Heavy showers over the last few days led to waterlogging across key shopping districts. Several families preferred staying home instead of venturing out in ankle-deep water.
- Traffic Chaos: Road congestion worsened with both festive decorations and uprooted trees due to storms, discouraging commuters from long-distance shopping trips.
- Inflation Concerns: Rising prices of essentials, including garments, footwear, and food items, forced households to cut down on festive spending.
- Shift to Online Shopping: A section of Kolkata’s younger buyers has increasingly turned to e-commerce platforms, taking advantage of online Puja offers instead of facing crowded streets.
Shopper Sentiment
Interviews with customers revealed mixed reasons for staying away. A college student said she preferred ordering her outfits online to avoid the hassle of carrying bags in wet weather. Meanwhile, families in north Kolkata cited budget constraints as a reason for postponing their splurges.
Despite this, many indicated they would resume shopping closer to Maha Saptami and Maha Ashtami, keeping alive hopes for traders.
Retail Experts Weigh In
Economic experts suggest that the Zero Shopping Day is a reminder of the vulnerabilities in Kolkata’s retail system. Dr. Partha Sen, economist at Calcutta University, noted, “Durga Puja remains the single largest consumption event in eastern India. But this year, macroeconomic factors and urban infrastructure problems have directly hit shopping patterns.”
Cultural Angle
Durga Puja is not just about rituals but also about new clothes, gifts, and shopping sprees, making this phenomenon particularly striking. For many, skipping a shopping day before Puja feels unusual, as the tradition of wearing “notun jama” (new clothes) during the festival is deeply rooted in Bengali culture.
Government and Civic Body Response
The Kolkata Municipal Corporation (KMC) and Kolkata Police acknowledged that heavy rains and ongoing metro/road works worsened congestion in key shopping hubs. Officials assured that measures were being taken to improve traffic movement and clear waterlogged streets before the Puja peak days.
Relevant Government Links:
- Kolkata Municipal Corporation
- West Bengal State Government – Official Portal
- Kolkata Police
- Ministry of Commerce & Industry, Government of India
Outlook for the Coming Days
Traders remain hopeful that the dip is temporary and that buyers will return in full force during the last three days leading up to Maha Saptami. Retail groups are planning special discounts and extended shopping hours to attract hesitant customers.
Still, the Zero Shopping Day has highlighted how quickly external factors such as weather, infrastructure, and economic stress can impact Kolkata’s vibrant Puja economy.
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