High prices of Valentine’s Day gift items fuel low patronage- traders

By Christabel Oboshie ANNAN & Zeenatu ABUBAKAR, Accra

Dealers in items used as gift on Valentines Day have complained about low patronage attributing it to the high cost of the items.

A visit by The New Finder to Circle and Lapaz markets revealed a warm display of various gift items to mark this year’s love celebration.

Some traders from the market spoke to The New Finder, mentioning that demands for gift items are usually high on Valentine’s Day.

However, considering that it is two days to Valentine’s Day, patronage has been low.

A trader, Hajra Ibrahim, mentioned that the market is currently slow, considering that she started selling from last week.

She explained that traditionally, most market women in Lapaz would wait until three days before Valentine’s Day before selling, but this year they started displaying their products ahead of time.

“So far, people are not really buying, and those who come around ask for prices and then say that they’ll come back later. Now, the prices of things have gone up,” she stressed.

She pointed out that a small teddy bear was sold last year for GH₵50 at the wholesale Centre and traders sold them to customers at GH₵70 or GH₵80. However, currently, it is priced at GH₵80 at the wholesale Centre, and traders are compelled to sell it at GH₵100 to make a profit.

“The larger size was provided to us at prices ranging from GH₵100 to GH₵120, but they are now selling it for GH₵170 to GH₵250.

Consequently, we are forced to sell it at a higher price as well,” she added. Another trader, Ama Lapaz, mentioned that the patronage of items has been very low, but she is anticipating that it will improve on Valentine’s Day itself. She explained that typically, people prefer to wait until Valentine’s Day before making their purchases.

“Considering that everyone wants to buy something for their loved one, that day I make a lot of sales.” she added.

However, Agnes Ampadu, a trader at Circle, mentioned that prices of Valentine’s Day items have not changed from last year.

Her reason being that she is selling products from last year’s festive celebration.

She added that most people are not patronizing items ahead of Valentine’s Day; instead, they prefer to wait and purchase them on the actual day.

She explained that typically, last year, people started buying Valentine’s Day items a week before the actual day, which is why she started selling a week before Valentine’s Day.

She disclosed that last year, she could make about GH₵1,000. However, so far this year, sales have dropped drastically on a normal day, and she is making about GH₵100 to GH₵200. Valentine’s Day, also known as Saint Valentine’s Day or Feast of Saint Valentine, is celebrated annually on February 14, although it is not observed as a public holiday in any country.

It originated as a Western Christian feast day honouring one or two early saints named Valentinus.

The day is recognised as a significant cultural, religious, and commercial celebration of romance and romantic love in many regions around the world.

The celebration is mostly characterised by the wearing of red clothes by celebrants.

In Ghana, the day is also designated as the National Chocolate Day, purposely for the eating of chocolate made in Ghana from Ghana’s Cocoa as part of efforts to promote made in Ghana goods.

As Valentine’s Day approaches, a shadow looms over the usual buzz and excitement that characterize this romantic celebration.

Souvenir shops, typically bustling with eager customers selecting gifts for their loved ones, are experiencing an unexpected lull in patronage.

Traders are complaining of low patronage of Valentine souvenirs attributed to the rising prices of Valentine products.

In Ghana, it is observed as Chocolate Day—a strategic move to enhance the consumption and patronage of cocoa products.

Traditionally, chocolates and bouquets of flowers experience a surge in demand during this period.

Attractive packages such as red attire, shoes, teddy bears, diaries, red wine, flowers, toffees, bags, and others are typically openly displayed to captivate and appeal to customers during this period.