Children demand, parents adjust

Traders set to benefit as Ramadan, school reopening coincides

by KK Moidu

THOUGH parents are worried about the hiked school fees and high prices of school bags, water bottles, dresses and stationeries at the time of re-opening of schools, they are ready to compromise on their children's choices in school items.
Retail outlets, on their part, are gearing up with displays and shopping offers with their back to school promotions.
As a coincidence, the reopening of school and Ramadan, is together and hence the leading outlets in Sharjah like Ansar Mall, Al Falah Plaza, Al Wafa etc. all have plenty of offers for the customers.
The advertisers target school children and parents for buying items latest and popular. The students' choices of super heroes such as Spiderman, Superman, Barney, Ninja Turtles, Winnie and Barbie are visible on their school bags, lunch boxes and water bottles.
Ambika Rajan, a housewife and mother of two, said, "bags and water bottles were purchased with pictures of their favourite cartoon characters on them at the beginning of the academic year in April, but the children are now demanding new bags and water bottles with pictures of super heroes they happen to see with their friends. They also demand branded items to show their friends that they are using the best."
Muhammad Fawaz, a KG I student at Sharjah Indian School has his own choice for school bag and water bottle. He started his school at the beginning of this academic year with a branded bag bought from a shopping mall. Now at the time of reopening of the school he is asking for another new bag and a water bottle.
The reason: He didn't get his Spiderman backpack bag of his favourite colour last time because it was not available in the market. This time he wants to go to school with his newly purchased bag in his favourite colour and water bottle with the picture of his favourite cartoon character.
Asma Jahangir, a Pakistani housewife living in Sharjah for the last eight years came to the shopping centre to buy a bag, water bottle and stationary for her nine-year-old daughter who is studying in the fourth standard. She says, "prices of bags, water bottles and all other items have increased exorbitantly. The bag which I bought for Dhs35 two years ago now cost Dhs60 and the water bottle of Dhs12 is now Dhs19.
If I had known that the prices had gone up like this, I wouldn't have brought my children to the shopping mall. The children insist on buying items of their choice without knowing the high prices and I don't want to disappoint them."
She adds, "We are already affected by the high rent and the increased cost of living. This year Ramadan and school reopening are coming together and it will definitely affect the family budget."
Although most of the retailers have attractive back to school offers for the customers ranging from computer to colour pencil, the National Bonds', the Sharia-compliant national savings scheme of the UAE, recently launched back-to-school rewards programme is different and attractive.
If a bond holder makes a minimum investment of Dhs500 before Aug.31, in his/her child's name, he/she may win Dhs 50,000 worth of tuition fees.
Six year old Ayesha's parent says, "I deposited Dhs500 in National Bonds on my child's name. I was thinking earlier also to deposit in National Bonds because of more than 25000 attractive monthly prizes. The back to school rewards programme is an addition to the prizes and I used the opportunity by depositing in National Bonds on my child's name."
Although promotions and draws are fascinating people, yet everybody can't be a winner. Except few lucky ones, all others, especially the low and middle-income groups will have an expensive month ahead.