Shopkeepers and business owners across Brunei Darussalam are seeing an increase in sales following the government annual bonus disbursement, as families prepare for the upcoming school year.
The retailers expressed optimism over the positive impact of the bonus payouts, which have driven consumer spending on school supplies, along with festive clothing, and technology products.
Supervisor at a textile shop, Madel, shared that on December 26 saw a significant number of customers shopping for school uniforms.
“Many people are buying school uniforms and also getting Hari Raya items early this year,” she said.
“I hope students and parents can continue to get their school supplies in advance, which helps ease last-minute stress.”
The shop has been busy accommodating the needs of families who want to plan ahead, reflecting a broader trend among consumers to combine holiday preparations with essential purchases. Similar sentiments were shared by staff member Suzy at a book and stationery store. She described the response as encouraging, as customers stocked up on uniforms, textbooks, exercise books and stationery.
“Most customers come in with their children, ensuring they get everything ready for school. It’s a great time for businesses like ours to cater to the growing demand,” Suzy said, adding her wishes for students to have a successful academic year ahead.
In the tech sector, General Manager of a computer shop, Vincent Pao, highlighted how bonuses and year-end clearance sales have combined to boost consumer interest in information technology (IT) products.
“IT products are cheaper and worth buying in the Sultanate now due to favourable exchange rates and clearance discounts,” he said.
He emphasised that initiatives such as the Brunei Salebration also play a role in attracting shoppers, while simultaneously contributing to the local economy.
“This spending trend helps boost Brunei’s economy and creates more job opportunities for locals,” he added.
However, Pao also expressed concerns about the short-lived nature of this surge.
“I can see more people shopping after the bonus was out, but it’s a short trend. I hope there can be more sustainable solutions to ensure the continued growth of local businesses,” he said.
Pao’s comments reflect a broader sentiment among retailers, who are grateful for the immediate boost but recognise the need for longer-term strategies to sustain economic momentum.
The bonus season has long been a crucial period for businesses in Brunei, particularly for those in the retail sector.
Many shopkeepers rely on the increased spending to meet their annual revenue targets, making this time of year particularly vital.
With families focusing on school and festive preparations, the spending patterns this year have been predictable yet impactful, driving foot traffic to stores and sparking optimism among business owners.
The retailers also noted the importance of fostering a culture of local spending to ensure the benefits of increased consumer activity stay within the Sultanate.
Some suggest implementing more frequent promotional campaigns or enhancing the competitiveness of local products to attract and retain customers year-round.
While the bonus-driven shopping spree is a welcome boost, many agree that a sustained effort is needed to support the retail sector beyond this seasonal trend.
As the government continues to implement initiatives aimed at stimulating the economy, shopkeepers are hopeful that their businesses will see continued growth.
The Brunei Salebration, in particular, has been praised for its role in encouraging spending, offering discounts that appeal to both locals and visitors.
Businesses are optimistic that such campaigns will complement the bonus-driven activity, ensuring a steady flow of customers throughout the year.
For now, shopkeepers are focused on meeting the demands of a busy season, grateful for the spike in activity that brings a positive outlook to the end of the year.
With school preparations underway and Hari Raya celebration on the horizon, the hustle and bustle in Brunei’s stores reflect a community eager to embrace the opportunities provided by the government’s bonus disbursement.
As businesses work to capitalise on this period, they remain committed to serving their customers while hoping for sustained economic growth in the months to come.
This period of high activity serves as a reminder of the vital role consumer spending plays in Brunei’s economic landscape.
From textile shops to technology stores, businesses across various sectors are finding ways to adapt and thrive, ensuring they make the most of the opportunities presented by the bonus season.
At the same time, they are looking ahead with optimism, hoping for continued collaboration between the government, businesses, and consumers to support a vibrant and resilient economy. – Fadley Faisal
