"Back in those days, we used to keep an eye on the magazines. Those publications bought out special issues featuring new designs and trends in Eid clothing. We were quite curious to know when the Eid special edition would be released. Because 'Eid Shonkha' (special issue) formed the foundation of our Eid style. Our main draw used to be the Eid fashion competition, which was included in the weekly Bichitra's special Eid issue," recalled Nurunnahar Nargis, a resident of Old Dhaka.
When she entered college in the late eighties, she and her elder sister used to do the entire family's Eid shopping, but things have changed.
"There used to be photographic displays of the current year's fashion. Boro Apa (elder sister) and I used to run in Gausia and Chadni Chowk with those designs set in our minds."
To explain how shopping for Eid used to be, Nurunnahar Nargis takes us back to the 1980s, "After buying the clothes, we used to get them made by our regular tailors. We tried to finish the shopping early because the tailor shop was always packed at the last moment. My Boro Apa used to design and sew clothes for our two younger sisters. We didn't buy henna in tubes back then; we used to paint our hands by plucking henna leaves from the roof tree."
After marriage, the residences of the two sisters are now in two corners of the city. Also, the stores in the capital city are no longer restricted to the Newmarket area; retail malls are now everywhere. So no one has to roam around the Newmarket-Gausia-Chadnichak area for shopping. Looking for a magazine is not necessary either. However, these sisters do their best to shop together when Eid comes. Their parents have passed away, but they continue the Eid custom of giving presents to everyone.
Eid. Around this particular event, a wave of joy sweeps over Muslim nations. Eid means homemade sweet treats, bathing in freshly bought soap in the morning and going to the mosque holding the father's hand, hugs at the end of Eid prayers, the aroma of henna, various delicacies, and the tradition of collecting Eid salami. Although everyone celebrates Eid in their way, one aspect of the celebration is universal - Eid shopping.
Each family has a unique, emotionally charged tale about their shopping experience. These middle-class life tales have also evolved due to shifting times, price fluctuations, shopping trends, and malls.
It has been several years since Rezaur Suman moved to the UK, but the memories of the Eid celebrations of his youth are still vivid. Eid was a special occasion in his five-member household. They had the opportunity to buy new clothes and shoes every year based on Eid. So Eid shopping means a three-day special trip for them.
"We used to buy clothes on the first day, shoes on the second day and accessories on the third day. We only went shopping once a year, so we made every effort to buy the best. Punjabi was usually purchased from Aarong, but if I had time, I'd also go to Kay Kraft or Anjans, those were our brands. And Elephant Road was famous for shoe stores."
Currently, he has the affordability to visit many famous and expensive shops, yet he finds Eid delight in his past inexpensive shopping days.
From the late '90s to the early 2000s, the country's fashion scene was not limited to Gawsia-Chadnichok. Bangladeshi clothing brands such as Aarong, Rang, Kay Kraft, Banglar Mela, and Sadakalo emerged around this time. Middle-class households abandoned negotiating and eventually became accustomed to fixed prices.
According to Mahbuba Rahman, "Previously, our main choice for Eid shopping was Eastern Plaza Market. If the finances allowed, I would buy Indian dresses. Even there was a separate store for embroidery. I don't want to get into trouble nowadays and dont have the same energy for shopping. So, when Eid arrives, I go to Deshi Dosh or another fixed-price store. Fearing the heat and heavy traffic in the city, I often end up shopping online too."
The 'new normal' established by the outbreak of Coronavirus in 2020 saw the emergence of new entrepreneurs in the country who started their businesses online with minimal capital. These non-branded items are sold to buyers at low prices, so e-commerce has become one of the essential aspects of Eid shopping post-pandemic.
Growing up in Moghbazar, Nargis Sultana had similar sentiments. During the Eid season, Nargis used to shop from shops in Bashundhara City, Karnaphuli Market, and Bailey Road is now completely dependent on online marketplaces. She is associated with F-commerce and has kept various social media pages ahead in the shopping field.
Shopping for the middle class means keeping an eye on the money. However, growing expenses have caused the prices of everything to climb, hurting Eid purchases as well. The words of Fabia Anamika, who has just completed her graduation, gave such a glimpse, "With the budget that my father used to set us, at least two clothes and accessories could be bought. But then the craze for Pakistani dresses began in 2022, and despite being quite costly, I was able to purchase them. It was within my grasp. But this year everything is more expensive. One Piece, for example, may cost between 2200 and 3500 Tk. And I couldn't find a whole set outfit for less than Tk 5000 anywhere. Shopping for Eid is no longer feasible within the previous budget."
The cost of dresses has increased by 10-15 per cent compared to the previous year due to inflation and other reasons. Families, therefore, struggle to create a shopping list that follows the latest trends. They must leave out shoes or other accessories to buy a complete set of clothes while staying within budget. Parents have to leave out something necessary from the list to meet the additional demands of their children. Yet, people try their best to make the occasion colourful with whatever they can afford. That's what makes Eid beautiful.
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