My Denmark Diary: It is a material world

With four weather seasons that come with offerings in form of sales, living abroad opens one to a world of materialism. You simply must get something if only to take advantage of the discounts.

It is coming to spring, and in the city centre, the shops have opened massive sales of almost anything and everything to pave way for new stock for the spring. This is no shock at all, as commodities that are sold at hefty prices go down to almost half the price, making this season one that an experienced shopper can have the bargain of a life time.

Walking around the main streets, the word “sales” “hits” you almost everywhere you look. Buyers are carrying heavy bags full of merchandise that I cannot help but think, so where is this financial crisis in Europe that people are talking about? Every day of the week, it seems like people are purchasing things, almost like insatiable beings, always never satisfied.

There are four different seasons here, spring, summer, winter and autumn.

And in all these seasons, companies produce different products, like shoes, clothes, kitchenware name it, which they brand as spring, summer or winter collections. It is almost as if people here feel the need to acquire these various collections whenever the seasons change so as to keep abreast of what is in vogue. Just the other day, my dormmate came with a bag full of chocolates that were on sale because they were for the Christmas season. This is what sales do to people- they end up buying what they do not really need just because it is a bargain. And for most of the food items like these which expire in a short period, if they are not quickly sold off, then they are thrown out as waste.

Looking back during the Christmas season, which is the highlight shopping period in the year, the streets were so crowded that there was no room for the buses. It was almost as if the world was coming to an end and everyone wanted to have their last chance to buy something. In this part of the world, it is almost a taboo not to buy Christmas presents for your family; in fact people have wish lists where they write what they would like to have.

It is no wonder that people here have psychological problems that stem from too much indulgence, like shopholics, who are addicted to shopping, spend almost all their income on material goods. When people feel bad about themselves, or have a bad day, there is often the expression, “retail therapy”, meaning the only way to uplift your mood is to go and buy something that makes you feel good.

With all variety of brands and shops all clamouring for customers, and there is indeed plenty to choose from, it’s no wonder that people here love shopping. Given the same situation, I think the many middles class consumers in Uganda would do the same, except that our malls are filled with (especially those downtown) Chinese made clothing, and second hand clothing which offers little choice and is sold at exorbitant prices.

As depressing as this might sound, perhaps things are starting to change. Given the growing middle class in Africa, who knows? May be the biggest European brands like Primark or H&M will soon set up shop in Kampala.

editorial@ug.nationmedia.com