A Christmas on budget as Kenyans cut back on festive spending

Fred Kageni, a trader in second-hand shoes at Fig Tree Market, Ngara in Nairobi, on December 15, 2025. [Kanyiri Wahito, Standard] With less than a week to Christmas, festive sights and sounds fill towns across Kenya: Decorated malls, carols echoing through shopping centres, and mitumba traders calling out to passers-by in open-air markets. Yet, beneath the seasonal cheer, traders say this year's Christmas shopping rush has been unusually subdued. For many Kenyans, festive shopping traditionally leads to markets such as Gikomba, where piles of second-hand clothes, popularly known as mitumba, are sorted through, bargained over, and carefully selected. This year, however, traders say foot traffic is lower and spending weaker, reflecting mounting economic pressure on households. "People are coming, but they are buying less," said Fred Kageni, a second-hand shoe trader in Ngara. "Many are just window-shopping. Money is tight, and food has become the priority." At Fig Tree Market, trader Monica Wachira echoed the sentiment, saying customers are increasingly cautious. "Many customers say the economy is tough. They are buying only what is absolutely necessary," she said. Shoppers agree that Christmas spending habits have shifted. Nairobi resident Lynett Njenga said the pressure to buy new clothes specifically for the festive season has eased. "Nowadays we shop any time of the year. Christmas is no longer about everyone getting new clothes, maybe only children," she said. Despite the slowdown, industry players say mitumba clothing remains a critical pillar of the economy. Mitumba Consortium Association of Kenya (MCAK) Chairperson Teresia Wairimu Wanjiru said the trade continues to support millions of livelihoods at a time when household incomes are under strain. "Mitumba is affordable, durable and accessible," Wanjiru told The Standard. "During Christmas, traders lower prices so families can celebrate without much financial constraint." She said the mitumba value chain supports an estimated 24 million Kenyans, including importers, transporters, traders, tailors and loaders. Data from the Kenya National Bureau of Statistics (KNBS) shows that rising living costs have significantly eroded disposable incomes, with food inflation and housing costs remaining persistently high over the past two years. World Bank estimates also show that a large share of Kenyans remain vulnerable to economic shocks, forcing households to prioritise essentials over discretionary spending such as clothing. Mitumba Association Chairperson Teresia Wairimu, during the interview at Fig Tree Market, Ngara in Nairobi, on December 15, 2025. [Kanyiri Wahito, Standard] Kenya's heavy reliance on second-hand clothing underscores these pressures. Data from UN Comtrade shows the country consistently ranks among Africa's largest importers of used clothing, importing more than some nations with significantly larger populations, including Nigeria. Analysts say this reflects the central role mitumba plays in meeting basic needs amid stagnant wages and job losses. Once stigmatised, second-hand clothing is now widely embraced across social classes. From children's Christmas outfits to adults' church wear, mitumba has become a festive staple. Even so, traders say the volume of purchases has declined this season. The trade, however, remains controversial. Critics argue that mitumba undermines local manufacturing and contributes to environmental waste. The Institute of Economic Affairs (IEA), however, says open trade enhances consumer welfare by offering affordability and choice, particularly during periods of economic hardship, in line with Kenyans' constitutional right to choose what they can afford. Policy debates continue over the 35 per cent import duty on second-hand clothing under the East African Community Common External Tariff, with consumer groups calling for reforms to ease pressure on household budgets. At the same time, Kenya's apparel sector exported clothing worth Sh61 billion to the United States in 2023 under the African Growth and Opportunity Act (AGOA), according to government trade data, highlighting the need for balanced policies that support both local production and consumer welfare. As Christmas approaches, mitumba remains central to how many Kenyans prepare for the season, not as a fashion statement, but as a symbol of resilience in the face of economic strain. In quieter markets and slower stalls, the festive season is still being stitched together, one affordable outfit at a time.

A Christmas on budget as Kenyans cut back on festive spending

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