Israelis Show Little Holiday Spirit as Rosh Hashanah Approaches

With just over a week until Rosh Hashanah, Israeli supermarkets are experiencing unusually low customer traffic, according to industry sources. While there was a slight uptick on the first day of school, the festive atmosphere and shopping urgency typically associated with the holiday are absent. "There's no work," a food industry insider told Walla. "You walk the aisles and there are no people. The country's crooked situation affects everyone. There's no holiday spirit, no shopping feeling. Everyone has been in a state of low mood and fear of surprise attacks or war for three years."

Retail sector officials describe the situation as atypical compared to previous years. Normally, Rosh Hashanah shopping occurs in waves, starting with household goods and cleaning supplies, followed by dry goods like canned items, pasta, and rice. This year, both initial shopping waves have been minimal, leaving retailers uncertain if consumers are simply delaying purchases or if the holiday season will be significantly weaker financially. The usual shift from weekly shopping to larger holiday carts filled with more expensive items and hosting goods has not materialized, with shoppers still primarily buying their regular weekly groceries.

Factors contributing to the subdued shopping include the holiday's timing, falling on a weekend (Friday, Saturday, Sunday), which alters traditional family meal planning. Instead of separate purchases for the weekend and the holiday, many families are expected to slightly expand their usual weekend meals, thus spending less. The proximity to the end of the expensive summer vacation, with its associated costs for camps, travel, and school supplies, also strains household budgets. Furthermore, an upcoming extended break between Yom Kippur and Sukkot, coupled with the general political climate and security concerns, is contributing to a lack of holiday cheer and reduced spending.

Online orders, typically a significant part of holiday preparations, are also reportedly lower than in previous years. This is despite the usual rush for fresh produce, meat, and fish in the days leading up to the holiday, when price wars intensify. While consumers are more price-conscious due to the high overall cost of holiday shopping, which can reach hundreds of shekels, retailers are employing promotions and discounts to encourage larger purchases. The use of holiday gift cards, with about 75% redeemed before Rosh Hashanah, also influences spending, sometimes leading consumers to opt for more expensive brands or impulse buys. The industry is now waiting to see if Israelis will spend less this year or simply postpone their purchases until the last minute.