Function over fashion - Clothing vendors struggle as holiday buyers prioritise household needs

The Christmas rush is on, but for many clothing vendors in downtown Kingston, the season has brought more disappointment than cheer, as they say shoppers are now prioritising household items over new outfits.

The vendors say customers are bypassing the loud "$1,500 pants, $500 blouse" cheers and heading straight for bedsheets, curtains, runners, mats and small appliances, leaving racks of clothes largely untouched.

"Dem all about dem house this Christmas," said clothes vendor Candy. "Dem naa think 'bout no clothes, not even fi the children."

Several vendors have linked the shift in spending habits to the lingering economic fallout from Hurricane Melissa, which damaged homes across Jamaica, and forced many families to focus on restoring comfort and stability.

Courtney '1Boom' Hanson, who has sold clothing in downtown, Kingston, for more than 25 years, said Christmas is the time vendors usually make money because everybody wants new clothes.

"But it different this Christmas. People dem looking for house items to fix up dem place. There isn't much sales, really it just feel like ah regular day," he said.

"Time slow for everyone, so the little dem have, dem spend it pon house items," he said. "Just look around the market and you will see." Hanson said he is not optimistic about Grand Market on Christmas Eve.

"A real market man will tell you say is the days leading up that busy," he explained. "The big night before, you hardly get sales. And is here alone mi operate, mi don't go other markets, so mi just haffi gwaan hold it."

Candy, who travels to multiple markets across the island, said while sales in Kingston are slow, they are still stronger than in other parishes.

"I go Falmouth last Wednesday and while mi get a little sale, it just pay back transportation. After mi pay the loader man, mi nuh make no profit. But mi a try again Wednesday, cause maybe mi get some last-minute sales," she said

Hanson said that clothing sales are often driven by the number of Christmas parties, so fewer events, meant fewer sales.

Jeanadell 'Princess' Williams, who sells household items including bedsheets, curtains and sofa covers, said business has been mixed but not disastrous.

"Everybody a make a little something. Mi naa mek as much as last year, but mi cannot complain," she said.

Pointing to her sister, who sells clothing nearby, Williams insisted that apparel is still moving, though at a slower pace. Her sister responded with a nod in agreement. Williams explained that shipping delays at the port affected her early Christmas sales, but she is hopeful that business will pick up.

Vendor Micky said the increased focus on home related items is not unusual for the season.

"People always lean more to house items around Christmas, dem a fix up dem place. That happen every year. Nothing nuh new."