Saree sales have dropped sharply this Eid as higher prices, falling disposable income, changing fashion preferences, and supply constraints push consumers away from the traditional outfit.
Shop owners across Dhaka report that sales have declined by as much as half compared with previous Eids. Several saree shop owners said that around 30 per cent of their annual saree sales usually took place during Eid, but this year they are not seeing any significant increase compared with other times of the year.
Retailers say this shift in preference is a key reason behind the slowdown.
Rumana Parveen, a resident of Jigatola, said she usually wears three-piece outfits and only buys sarees for special occasions.
Sadia Zaman, a resident of Mohammadpur, said she avoids sarees during Eid as they are difficult to manage while moving around. She said she last bought one two years ago after her marriage, when she had to visit relatives. “This year I only purchased a few locally made sarees as gifts for relatives,” she added.
Mizanur Rahman, a salesman at Nilachal Saree House, said younger consumers find three-piece outfits more comfortable. “Most sarees are now being bought as gifts rather than for personal use,” he said.
Industry insiders say affordability has become a major concern.
Tanvir Ahmed, a former area manager of a major retail chain, said the price of a good saree is significantly higher than a three-piece outfit. He added that many customers have seen their cash flow decline over the past two years.
“Reduced disposable income has forced buyers to shift to lower-priced alternatives,” he said, adding that some of his customers have also moved abroad in recent years, reducing the local customer base.
Retailers say even those who remain are spending more cautiously.
Zakia Sultana, a saree store manager on Satmasjid Road, said her store has seen around a 30 per cent drop in sales. She said customers are mainly interested in budget options such as mixed tussar and mixed khadi sarees priced within Tk5,000.
Supply issues have also pushed prices higher.
Al-Amin, proprietor of Abdullah Silk House, said saree imports from India have declined over the past two years, and import costs have increased due to supply chain disruptions.
“Purchase costs have risen by around 10 per cent compared with last Eid, and we have been forced to pass these costs on to customers,” he said.
High prices, lower incomes, and changing preferences mean sarees are increasingly seen as a luxury item rather than everyday festive wear.
