Those who have been to Nigeria on business matters should know what is coming thereafter. The signs are in the air, business terrains are shifting as October winds down. And for those of us who have been around the block, we know precisely what this means: it's that time when experienced business owners start making their strategic moves while the rest are wondering why sales are slow.
You see, November isn't just any other month. This is our preparation time. The smart ones among us stock up during this period in preparation for the rush that characterizes Christmas. Having been in the clothing business for more than ten years, I have come to learn such a lesson the hard way. I have seen too many business owners wait until December, at which time they hate their decision when they must pay high prices and have limited options.
Why do we do this? Well, nobody wants to pay those crazy December prices when you can get the same goods for less right now. It's not just about saving money, though that's a big part of it; rather, it's about being strategic in understanding the rhythm of our market and making such decisions that will set us up for success during the busiest season of the year.
Let me paint a picture of what November shopping looks like for you to understand what I am talking about. You go into your supplier's shop, and there's just this calm in the air. You can actually take the time and see how each item is really looking. You wanna negotiate? Sure. You wanna look at different styles? No problem. Your supplier has time to show everything, answer all your questions, and even give you those little somethings that make a big difference.
Now, compare that to December. The same supplier's shop is flooded with retailers all competing for attention. Everyone is in a hurry. The good stuff? That's probably all gone. Those special discounts you could have gotten? That's another story. The supplier hardly has time to breathe, let alone give you the attention one needs to make good purchasing decisions.
And let me talk about one thing that keeps me awake at night: transportation. Anyone who has ever done business during the Christmas season would understand what I mean. The transport cost does not just increase, it usually doubles and, on occasion, triples. The road is now jammed with people going back to their hometowns for celebrations. That which would normally be a comfortable two-hour drive becomes a five-hour nightmare. If you are lucky enough to find a reliable transporter, they have probably jacked up their prices through the roof.
Then, there is the issue of safety. I try not to think about it, but one has got to be realistic. The highways become more unsafe during the festive period. The armed robbers, kidnappers-they know it is peak season, too. They know more goods are on the move; more money is changing hands. Having done this business for this long, I have learnt not to take chances. Why risk it when you could have your goods moved safely now?
I know many may be skeptical because of how the economic condition of Nigeria has been. Moreso, sales are a little off now, and for this reason: people hold their money in preparation for Christmas and New Year's celebrations. Sometimes you will make only one sale or two, if at all, in some days. But here it is, it does seem contrary to logic to stock more when sales are not coming in as well as one might like. Still, that is precisely why this is the time for us to make our play.
Think about it: while your competitors are complaining about slow sales and holding off on restocking, this may be the time when you build up your inventory strategically. You can negotiate better prices because suppliers, too, know the slowdown and would go out of their way to make deals. You can carefully select the best products that you know will sell well during the festive season.
Christmas and New Year are periods when we make a lot of money. It is like a bonus period to us, so to say. And you certainly do not get a bonus if you have not put something up as preparation. This is the time when people are ready to spend. Parents want new clothes for their children, young people want to look their best for the celebrations, and everyone wants to end the year looking good and start the new year afresh.
I have been a witness to this every year. The same retailers who delay purchases in November are the ones who, in December, are scrambling around, taking whatever prices and stock is available and stressing over transportation and security. Meanwhile, those who had stocked up early were calmly making their sales, enjoying better profit margins because of lower buying prices.
So, as a smart businessman, I'm already making my moves. While others will be scrambling in December, paying premium prices, fighting for products, and risking those dangerous holiday roads, I'll be ready. My shelves will be stocked, my products carefully selected, and my mind at peace. I'll be able to pay more attention to what really counts-serving my customers well and maximizing my sales during the busiest time of the year.
That's the wisdom years in this business have taught me. Sometimes, the quiet periods are your biggest opportunities. You just have to know how to use them right. It is all about thinking ahead, understanding the patterns which rule the market, and having the courage to act when everybody else is waiting.
If you are a Nigerian entrepreneur, the time to stock is not next month, it's now. You will thank yourself for it, and when you're cool, counting your profits while others are still running helter-skelter trying to find stock, you'll know you made the right decision.
Remember, timing for business is not only about arriving early but about being smart. And the smart thing to do without a doubt right now is to stock up, prepare well, and position yourself for success during the festive season.