Every Christmas season, it’s the same story – slower sales, mounting frustrations and missed opportunities.
For many years, the Downtown Owners and Merchants Association (DOMA) has raised alarms about declining Christmas sales in Port of Spain, consistently citing traffic congestion, parking woes, safety concerns and overpriced goods as the main deterrents for shoppers.
Despite these repeated warnings, little has changed to address the core issues that are driving consumers away from local stores.
Meanwhile, the world has moved forward. Customers today are not just comparing one local business to another – they’re comparing the entire local shopping experience to the seamless ease of international online platforms. With just a few clicks, they can browse a global marketplace, make a purchase and have it delivered directly to their doorstep.
Businesses in TT must recognise that they are competing in a global economy where convenience, efficiency and customer satisfaction are king.
The complaints about traffic, safety and inflated prices are all fixable problems – provided businesses are willing to rethink their approach.
This article dives into practical solutions that can help businesses address these challenges and turn their Christmas sales around.
The problem: Why local sales are struggling
The shopping experience in TT has become a source of frustration for many customers.
Traffic jams and limited parking make the simple act of getting to stores an ordeal. Once there, safety concerns can dampen the holiday spirit and overpriced goods push customers to explore alternatives online.
This was highlighted by a personal experience I had recently while trying to support a local business.
I wanted to buy a custom notebook for a friend in TT, so I placed an order on a local website. After completing my order, I received an e-mail instructing me to WhatsApp the business to confirm the order– a confusing extra step that made me sceptical.
I sent a WhatsApp message, but a day passed with no response. Frustrated, I turned to Vistaprint, where I placed my order, paid online and had it shipped to my skybox within three days.
Eight days later, the local business finally responded via WhatsApp, asking me to confirm my order and provide a delivery address. It then informed me it would take an additional seven days to complete the order and that I would have to pay on delivery.
Needless to say, I cancelled the order.
This experience is a prime example of why local businesses are losing customers – they are unintentionally creating hurdles that drive shoppers to more efficient international platforms.
Three immediate solutions to boost sales
– Be found online: In today’s world, visibility is non-negotiable. Businesses need to set up tools like Google Business to ensure they are easily discoverable online.
Every product, service and detail should be listed and searchable. Customers don’t want to hunt for information– they want to find what they need quickly and effortlessly.
– Embrace e-comme
