In the lead-up to Father’s Day in Greater Santo Domingo, Dominican Republic, foot traffic in commercial plazas and retail stores has ticked upward in recent days — but both shoppers and business operators agree that total sales remain well below the averages recorded in years before the current economic downturn.
As shoppers browsed city streets for gifts on the Saturday before the holiday, the most common refrain centered on the crippling impact of skyrocketing living costs, which has turned the annual tradition of gift-giving into a far more challenging expense than it was a decade ago. Normally, the week leading up to Father’s Day brings packed crowds to commercial areas across the capital, but widespread price hikes have forced consumers to be far more deliberate about where they spend their limited budgets, cutting back on non-essential purchases even for loved ones.
Inside most retail outlets, foot traffic remains notably sparse, with many aisles holding only two to three shoppers at a time. Jennifer Mariñez, a sales associate at a local apparel store, noted that while foot traffic has picked up gradually from Friday, overall sales are moving far slower than in previous cycles. She added that an emerging trend of last-minute shopping has taken hold in recent years, with many consumers delaying purchases until the final hours before the holiday.
The pressure of upcoming back-to-school expenses has further dampened Father’s Day spending, according to local shoppers. Ana Rosado, a mother and wife who toured multiple shopping districts including Duarte Avenue and Luperón Street looking for a gift, confirmed that most stores have seen drastically lower customer volumes. She pointed out that demand for school supplies has already outpaced Father’s Day gift purchases, as families prioritize mandatory education costs over holiday celebration spending.
Shifting cultural trends also play a role in softening retail sales, according to some consumers. Rafael Montero, a father of three, said he increasingly prefers shared memorable experiences over material gifts for Father’s Day — a preference that he says is growing across Dominican families. “You have to adapt to the times,” Montero explained, noting that many families now opt for home-cooked meals, day trips, or other shared activities instead of purchasing physical presents.
Even with these broader shifts, traditional apparel remains one of the most popular gift categories for shoppers who do choose to buy physical presents. Shirts, basic t-shirts, socks, and undergarments top the list of most sought-after items, holding steady as a go-to choice for consumers who want to give a tangible gift to their fathers or partners.
Staff at a Duarte Avenue clothing store told local outlet Listín Diario that they expect a late rush of customers to boost end-of-day sales, matching the annual pattern seen in past Father’s Day celebrations. Business so far has been slower than a typical workday, they confirmed, but the team remains optimistic that consumer traffic will pick up as the workday ends. They noted that most early shoppers have been couples buying gifts for partners, and that the traditional late surge of children purchasing gifts for their fathers is still expected to arrive before closing, which could bring a much-needed boost to final holiday sales numbers.