Even at the upmarket malls that sell through the year, this is the time when the conversion rate of footfalls is the highest. “Our footfall has risen by 30-40 per cent and the conversion rate from footfall to sales is also higher,” explains Khushboo Saraf, senior manager (retail leasing), Forum. “Apparels record the highest sales, followed by lifestyle products and accessories,” she adds. Brigadier Kar, COO, City Centre, agrees that sales have “definitely risen” at the Salt Lake mall in the Puja countdown.

“It will never change. We have grown up thinking that we should wear something new and special for the festivals. Maybe the kind of shopping has changed — those who would earlier buy only clothes are also buying jewellery and diamonds now, but the bulk of one’s purchases are still made before the Pujas,” says Naveen Misra, unit head, Shopper’s Stop, Forum.

Tradition talks

Tradition means that even if we don’t replenish our entire wardrobe like we used to, picking up a shirt or two is still the done thing. “I make it a point to pick up something before the Pujas, a pair of jeans or a T-shirt. It’s fun to dress up and wear new clothes while going to the pandals,” says Anirban Ghosh, a second-year college student.

Some people who buy through the year do so with an eye on the Pujas. Capris for Saptami, a traditional sari for Ashtami anjali, a glamorous salwar kurta for Navami — all this requires quite a bit advance planning. “I buy through the year, and during the sale season too. Often I set something aside to wear during the Pujas. But then I check out the collection before the Pujas. And now that I have a kid, Puja shopping is even more fun,” says Somini Sen Dua, a public relations consultant.

This planning also takes place in the form of window-shopping the year-round. “I go to malls on weekends, but I don’t always end up buying. So I reserve it for the Pujas,” says 23-year-old software professional Debleena Bandopadhyay.

And for those who lack self-control — that would mean most of us — more disposable income means more shopping through the year but it still does not rule out more festive shopping. “I pick up what I like through the year. But I wear it then — I can’t save it! Since our tradition says we should wear new clothes for the Pujas, that’s reason enough to shop!” smiles Priyanka Pal, 22.

With many replacing clothes with cash as presents for the Pujas, even young people who are broke amass a useful bounty. “My parents give me money and ask me to buy things for myself. Now that I am older, relatives too are unsure of what I would like and give me money. I don’t manage to save any of it. It is either spent on clothes, or for going out,” says Anirban.

As a result, few bother with setting a budget, unlike back in the day when the shopowner would pull out garment after garment from crammed shelves for shoppers only after customers gave him a price range to work with. “Unless they are shopping for gifts, people just want something good,” says Shiv Daswani of Little Shop, the kids’ store at New Market and Forum for whom 30 per cent of the total annual sale happens during the festive period, due to the “bulk purchases” being made.

With hectic work schedules, weekends have emerged as prime shopping days. “There isn’t really a rush through the week, but on weekends the Puja crowd is good,” says Sujata Absar, manager, Fabindia, Hindustan Road.

Collections galore

If the demand is good, the supply does its best to match up. While retail chains keep bringing in new items through the year, smaller stores reserve this period to unveil their best collection. “We start planning our Puja collection from June-July, and the Puja season starts from Janmashtami. Twenty per cent of our annual sales happen in the six weeks before the Pujas,” says Narender Uttamchandani of Dayaram & Co., the New Market veterans. “My sales are four times more than a normal day through the week before the Pujas. On weekends, it is as good as six times,” says a happy Rajesh Lachwani, director of Jai Lakshmi’s Heritage, a sari shop at Gariahat.

With the right clothes, the right shoes are a must, so footwear stores gear up big time for the Puja party. “We have introduced 100 new arrivals for the Pujas. It is definitely the most important sales period for us,” explains Sudipta Deb Manna, manager of the Gariahat Bata.

Home highlights

While making yourself look good is the priority this season, your house too is on display. So it must be spruced up to face the scrutiny of visitors. While many reserve the serious redecoration for Diwali, for Bengalis, Puja brings with it a revamp of some sort, even if it’s only a spring cleaning. “My mother buys new home furnishings and linen before the Pujas,” explains Manzil De, a 30-year-old fashion designer, presently working in Dhaka. And so do many other moms and wives. Reason enough for furnishing stores like Skipper to count this as one of their most profitable periods. “We provide up to 50 per cent sale during this time to facilitate buying. Many of our customers shop for the festivals and we want them to get the best deal. Our sales during Pujas are nearly double that of any other time of the year,” says Debasis Khamrai, manager of the Gariahat Skipper.

The trend of buying white goods during Diwali and Dhanteras has spread to the Pujas too. “Many people get their bonus during this time, so they plan all their major purchases during this period. The Puja demand starts with apparels, but spreads to white goods too. Almost 18 to 20 per cent of our annual sales happen during the Pujas,” says Sandeep Marwaha of Pantaloons. Adds Pulkit Baid, director, Technocity, the electronics mall on Sarat Bose Road, “Many people travel during the Pujas, so there is a good demand for still and video cameras during this period. The stretch from Pujas to Diwali constitutes about 55 per cent of our sales in this quarter, and the Pujas alone constitute around 25-30 per cent.”

So don’t be left behind. Ignore all those goodies you have bought through the past 12 months, and your exploding cupboard, and buy some more.

Just don’t forget that once the Devi leaves on an elephant, your credit card bill will ride into your mailbox in its ominous white envelope.

What is that one special thing you have bought for the Pujas? Tell t2@abpmail.com