When Eid becomes frugal

The skill of Pakistani parents shines through as they attempt to shield their children from the harsh realities of financial strain by ensuring they experience joy this Eid, just like any other. People are trying to stay steadfast in upholding the tradition of celebrating this happy occasion together, welcoming family and friends, and demonstrating their will to maintain a sense of normalcy and happiness despite challenges. A quick survey of various markets and interviews with leaders of multiple market bodies in major cities have confirmed that the trend of a shrinking Eid economy not only persisted but intensified this year. According to marketeers’ responses, a notable trend in 2024 was the significant increase in children’s shopping. Typically, children’s expenses constituted 40 per cent of the total Eid spending, but this year, it was notably higher. Market projections suggested that as much as 50pc of an average Pakistani family’s Eid budget was allocated to fulfilling the needs and desires of children, both boys and girls.