"Eleventh" National Day led to a cold home decoration store due to customer travel

In the bustling "Golden September, Silver October" period, which marks the peak season for weddings and home renovations, many real estate projects in Jinan have opted to launch their properties in the past two months. This timing allows homeowners to move into their new houses just in time for the New Year. From a practical perspective, the dry climate in September and October makes it ideal for flooring and paint work, as moisture retention is less of a concern, and paints dry more efficiently. Merchants have seized this opportunity by launching various promotional campaigns. However, despite the favorable conditions, the home improvement market in Jinan seems to be experiencing a slowdown. Most of the decoration stores are located along Beiyuan Street, and during the National Day holiday, the reporter visited several shopping malls such as Miyada, Ginza, Daming, and Baihe Decoration Market. While these malls offered substantial discounts, they were largely empty. Some exhibition halls spanned hundreds of square meters, yet there were few customers browsing or purchasing. Staff members were often seen chatting in groups, and even when a customer did come in, the staff showed little urgency or enthusiasm. “National Day has been a holiday, so people are out traveling, and business isn't very good,” said the owner of a paint shop, yawning as he spoke. In the Baihe Decoration Market, the usual buzz was absent. Workers who are typically too busy to take a break were now playing cards and having idle conversations. At Ginza Home, a “warm reminder” was posted at the entrance, indicating that the mall had shortened its operating hours by one hour during the holiday. A staff member explained, “We’re offering bigger discounts, so we expect more customers.” Yet, the reporter observed only a handful of shoppers coming in to buy furniture. From what was observed across multiple shopping malls, although major stores increased their promotional efforts during the National Day, the lively scene of consumers rushing to purchase furniture, typical of the "Golden September, Silver October" period, was not evident. During the "Eleventh" holiday, many citizens chose to travel, while others focused on renovating their homes. At the Baihe Lighting Store, Ms. Zhang and her partner were carefully selecting lamps. When asked why she hadn’t gone out to travel, she replied, “My company is on holiday, and I just happen to have free time. There’s never a good time to do it when you're working. Plus, there are too many people traveling.” Throughout the interview, the reporter noticed that many customers prefer to renovate their homes in August and September. “September is generally the best time for renovation,” said a manager from a decoration company in Lixia District with a smile. “We take leave to enjoy our holidays, not to mention the consumers.” According to the “Analysis of Consumer Products Market of Sample Monitoring Enterprises in Jinan City” released by the Jinan Municipal Bureau of Commerce on August 10, sales of furniture products increased by 52.27% year-on-year as of September 10, and construction and decoration materials rose by 11.86%. Although the September data hasn’t been officially released yet, based on the observations made during the visit, the sales level of the home furnishing market in September is unlikely to show a significant decline. During the National Day holiday, each home decoration market appeared somewhat deserted due to the reduced number of customers. (Editor: Peter)

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