Diwali, the busiest time for firecracker traders is over and sellers of Attibele firecracker market near Bengaluru have a rude shock sales of crackers this year are down by about 30 per cent (sources say) as compared to last year.
Traders are upset because in a season when demand usually shoots up during Diwali, it has gone down. Attibele on Karnataka-Tamil Nadu border is known all over Bengaluru as one of the places where people buy crackers in and around Bengaluru.
Customers visit Attibele every year to see different types of fireworks available here, compare prices and buy crackers for Diwali celebrations. But with reported fall in sales traders were worried as they expected better business during Diwali period.
Diwali is one of the most important business opportunities for the firecracker industry. Shops and temporary stalls prepare well in advance bringing in different types of crackers, sparklers, flower pots, rockets and other fireworks to attract customers.
Traders spend money on buying stock, arranging stalls and employing more workers to manage rush. A fall of about 30 per cent in sales can affect not only shop owners but wholesalers too, transport operators, temporary workers and others who depend on seasonal firecracker business. For many small traders Diwali period is a major part of their annual income.
Several things may influence the demand of customers for firecrackers this year rising household expenditure, shifting priorities in spending, awareness about pollution and environment protection etc.
Some families may be celebrating Diwali with traditional lamps, sweets and family gatherings instead of buying crackers in bulk; others may be cutting back because of noise, air quality and effects on children, senior citizens, pets and people with respiratory problems (the reasons behind the reported 30 per cent drop would have to be confirmed through statements from traders and market associations).
Price is another factor which affects festive purchases. People compare prices from shops before deciding how much to spend. If the cost of firecracker varieties has gone up families will buy smaller packs or only a few crackers. People who used to buy crackers in bulk may now prefer buying only a few items for their celebrations.
This change in buying behaviour can affect overall sales even though market continues to get steady visitors. Traders are also put under pressure to offer discounts and attractive packages to encourage customers which reduces their profit margins.
Attibele’s location makes it an important shopping destination for customers from Bengaluru and the surrounding areas. During Diwali season families and groups come to the market looking for a wide variety of fireworks. Its popularity has helped create a seasonal business ecosystem (manufacturers, distributors, retailers & transport services).
A fall in sales at such a well known market can therefore be taken as an important indicator of changing consumer behaviour in the regional firecracker trade; but a fall at one market should not automatically translate into a nationwide fall in firecracker sales because demand varies across cities and regions.
Safety regulations and licensing requirements also have an important role to play in the firecracker trade. Sellers must follow rules for storing, displaying and selling fireworks.
Customers should buy crackers only from authorised sellers and check that products carry required safety information; do not buy fireworks from roadside vendors who are not licensed or buy products with damaged packaging; use crackers only in open spaces away from buildings, vehicles, electrical installations and combustible materials during celebrations; children should never handle fireworks without adult supervision and protective precautions should be taken.
Environmental concerns have also become an important part of the Diwali conversation. Public awareness campaigns are often run to tell people to celebrate responsibly and not make too much noise or air pollution.
Some families are choosing quieter celebrations while others environmentally conscious alternatives these preferences may gradually change what kinds of fireworks and how many fireworks they buy during the festive season. At the same time firecracker traders depend on demand from Diwali for their livelihood so that reported drop in sales is very worrying for small businesses.
For traders at Attibele, the reported 30 per cent drop is an unexpected hurdle at one of the busiest times of the year. Whether it is temporary or a longer-term change in buying habits will only become clear from sales figures and feedback from businesses over the next few seasons; how affordability, environmental awareness, safety regulations and changing festive preferences are affecting Diwali shopping all these questions are being raised.
The festival brings families together through lights, sweets and celebrations but the firecracker market experience at Attibele suggests that consumer spending patterns might be changing too. Traders now hope customer demand picks up and the festive season gives them some relief.
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