Lights that shine but don't sell: small businesses in Cádiz continue to lose ground

Lights that shine but don't sell: small businesses in Cádiz continue to lose ground

The recent Christmas campaign, far from being a boost, has left a bitter taste among shopkeepers in the centre of Cádiz. Despite the spectacular Christmas lights, which attracted thousands of visitors to the city, many local businesses report that the influx of people did not translate into higher revenue. “More lights than purchases”, Álex Romero, from the Atleet sports shop on calle Columela, summarizes with disappointment.

The date change of the cabalgata de Reyes Magos, brought forward to January 4 due to rain forecasts, was another blow for local businesses. “The afternoon of the 5th was a total failure, with many shops closing earlier than expected,” laments Romero. This view is shared by Natalia Vázquez, owner of Taller de Coqui, who claims that for the first time in its history she had to close early on a key date for last-minute sales.

The Christmas lights, although eye-catching and capable of attracting visitors from across the province, seem to have benefited the hospitality sector more than local retail. Juan José Recio, from tiendas Bernal, points out that although there were “a lot of people, especially from the outskirts, that influx was not reflected in the cash registers.” Cristina Porfirio, from Zapatos Cristina, describes something similar: “Cádiz was packed, but we barely saw any shopping bags.”

Small businesses continue to face a shift in consumer habits, with people increasingly inclined towards online shopping or large shopping malls. “People have gotten used to the convenience of online shopping,” says Porfirio. In her case, she acknowledges that the Diputación vouchers helped save a campaign that got off to a difficult start after “Black Friday”.

Although some shops managed to maintain the sales levels of the previous year, others, such as Taller de Coqui, reported drops of up to 20%. “There are many people on the streets, but they aren't buying. Young people, especially, prefer their phones or shopping centres,” laments Vázquez.

Now, small shops are clinging to the post-Christmas sales and cruise ship passengers as a last hope to face a January uphill struggle that, as always, looks steep. However, the general feeling is that despite the efforts invested in making the city shine, the reality of local retail has not changed: dazzling lights, but mediocre sales.