THE Christmas season in the Philippines is considered the most joyous time of year. As early as September, the festive mood spread throughout the country, with decorations and events taking over public spaces.
Photo Courtesy: republicasia
Given that the Yuletide season is regarded as the season of giving, one of the most prominent drivers of this holiday spirit is an increase in retail activity, particularly owing to Christmas season sales.
These deals may bring a much-needed economic boost and lower costs for Filipinos, but they also cause an increase in traffic congestion, which has become a defining feature of the holiday season.
The Christmas rush
Just a few days ago, the Metropolitan Manila Development Authority (MMDA) banned mall-wide sales in the National Capital Region. This is a step towards reducing traffic congestion this season.
In addition to restricting sales, the MMDA began implementing a modified operating schedule for malls on November 18 for the same reason. Malls are now open at 11:00 AM, and will remain so until December 25.
Photo Courtesy: republicasia
“Pag nag mall-wide sale, grabe yung kini-create na traffic. Pag puno na ‘yung parking tapos nakapila ‘yung mga sasakyan, nagsi-spillover ‘yan sa mga major road…,” said MMDA Chairman Romando Artes in an interview with a media.
“Yun po yung dahilan minsan kung bakit nagkakaroon ng tinatawag nating “carmageddon” kung saan ang atin pong kalsada ay nagiging virtual na parking lot,” he added.
No to banning of mall-wide sales — Retailers
The Philippine Retailers Association (PRA) complained on Monday, stating that while they realize the traffic problem, particularly along EDSA, which has over 20 malls, economic activity must be recognized.
“Ito lang ang biggest shopping period in all of the months of the year na makakabawi ang mga retailers tsaka store owners. Not just the big ones, pati ito yung medium-sized and the small ones,” said PRA President Roberto Claudio to a media.
“Even government revenues will benefit from this because the more sales, the more VAT payments are made to the government,” he added.
However, MMDA Task Force Special Operations chief Gabriel Go previously stressed that individual stores can still hold deals as long as there are no large-scale advertising surrounding them.
“Why go on sale tapos hindi mo sasabihin? Eh ‘di wala ring pumunta. Hindi alam ng mga shoppers meron palang sale doon. Parang dineprive mo sila of that benefit that they can buy cheaper goods,” Claudio said.
“Under free enterprise, hindi uubra yan. We want the retailers to compete. Pababaan sila ng presyo para mas makinabang ang mga mamimili.”
“Piliin kung sino-sino. Say, kung December 15 to December 18, tatlong mall, nakakalat. December 18 to 21, another three malls. So scheduled siya,” Claudio went on to explain, proposing options to MMDA.
Malls’ cooperation
According to SM Supermalls President Steven Tan, the company has been open to PRA’s request and has been working with the MMDA to ensure that traffic flows smoothly.
“We are working very closely with the MMDA and the local LGU units to ensure the free flow of vehicular traffic around the vicinity of our malls,” Tan said in a statement.
“We will also be open to discuss any suggestions from the Philippine Retailers Association regarding mall-wide sale activities,” he added.
Robinsons Galleria, on the other hand, stated that it continues to work with the MMDA to ensure that traffic flows smoothly across all of its entry and exit points.
“Aside from ample parking spaces for our customers within the mall premises, additional security personnel are deployed to facilitate more convenient access for pedestrians and vehicles going in and out of the mall,” it said.
Nonetheless, the MMDA expects the daily volume of vehicles along EDSA to climb to 480,000 this holiday season, doubling the key thoroughfare’s carrying capacity of 250,000, justifying the restriction on mall-wide sales.
