Background of the Study
Shopping festivals are events that typically offer significant discounts, promotional offers, and special deals, often centered around a specific season, holiday, or occasion. These festivals attract a large number of customers looking to take advantage of lower prices and exclusive deals. They have become an integral part of the retail landscape, particularly in the supermarket sector, where they help retailers to boost sales, increase customer foot traffic, and clear excess inventory (Bailey & Thompson, 2024). In many countries, shopping festivals like Black Friday, Cyber Monday, or seasonal sales events are well-established, but in Nigeria, the concept of shopping festivals is still emerging.
In Yobe State, supermarkets are increasingly adopting shopping festivals to drive sales and improve profitability, particularly during key festive periods such as Eid, Christmas, and New Year. These festivals offer opportunities to engage customers, build brand loyalty, and attract new shoppers. However, the impact of these festivals on overall retail performance, especially in Yobe State, remains understudied. Some supermarkets may experience short-term sales boosts, but there is limited understanding of whether these events have lasting effects on customer loyalty and long-term business performance (Adamu & Lawal, 2023).
This study seeks to appraise the impact of shopping festivals on retail business performance, focusing on supermarkets in Yobe State. It will explore the effects of these events on customer behavior, sales performance, and the long-term sustainability of retail businesses.
Statement of the Problem
Despite the potential benefits of shopping festivals, there is limited empirical research on their impact on the performance of supermarkets in Yobe State. Retailers may struggle to assess whether the short-term sales increases during shopping festivals lead to long-term gains in customer loyalty or if these events only offer a temporary boost. Furthermore, the cost of organizing and promoting shopping festivals may not always be justified by the sales performance. This study aims to evaluate the effectiveness of shopping festivals in driving retail business success in Yobe State and identify best practices for leveraging such events.
Objectives of the Study
Research Questions
Research Hypotheses
Scope and Limitations of the Study
This study will focus on supermarkets in Yobe State that organize shopping festivals. Limitations include potential variations in the scope and scale of shopping festivals across supermarkets, which may affect their outcomes. Additionally, data on long-term impacts may be difficult to collect, as the sustainability of such events may take time to manifest.
Definitions of Terms
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