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Amaan Bhat Ramadan, a month when markets in Kashmir used to be packed with shoppers, things are looking different this year. Sales are low, customer footfall has dropped, and many shopkeepers say Facebook sales are making things worse. For years, e-commerce giants like Amazon and Flipkart have dominated the market, dealing a major blow to local businesses. Now, social media driven sales are adding to the struggle. Businesses have been suffering since 2019, when Jammu and Kashmir lost its special status and was downgraded into a union territory. Just as things started to settle, the COVID lockdown hit, making it even harder for shopkeepers to survive. To attract customers, some started offering big discounts—selling products worth ₹1,500 for as little as ₹500. While this helped some regain sales, others say it has only deepened their troubles. Many shopkeepers allege that these Facebook sales have hurt them even more. They claim sellers on social media offer low-quality products while calling them “branded” just to sell at much cheaper rates. “No brand has such huge profit margins. We can offer a 10–30% discount, but 50–60%? That’s impossible,” said a shopkeeper, who did not wish to be named. Frustrated with the situation, Wahid Punjabi, a Kashmiri businessman even wrote a letter to J&K Chief Minister Omar Abdullah, urging him to regulate unchecked social media sales. “The unregulated sales culture on social media is creating unfair competition, financial distress, and unethical practices that must be stopped immediately,” he wrote in the letter. A video making rounds on social media shows a shopkeeper venting his frustration. “We’ve never seen business this bad. During Ramadan, we wouldn’t get a moment’s rest. Now, we wait for days just to see a single customer,” he said. He also blames Facebook sales for ruining businesses. But not everyone agrees. Some customers say these sales have exposed unfair pricing in the market. “Shopkeepers used to overcharge us. They’d sell pants for ₹1,800–2,000, but now those same pants are being sold for ₹700–800. This proves they were looting us,” said Amir, a 30-year-old resident. These sales are mostly run by influencers and Facebook-based journalists. Some customers even accuse them of misleading buyers. “I saw a video about a sale on Facebook. Next day, when I visited the shop, they told me the product was out of stock and I was late,” said Nasir, who travelled 25 kms to purchase the item. Another buyer shared her experience. “I bought three dresses. They looked great at first, but after one wash, they lost their shine and quality,” said Aaliya. With Eid-ul-Fitr approaching and more sales happening on Facebook, traditional shopkeepers worry they won’t survive if this trend continues. “Customers just aren’t coming like before. If this goes on, we’ll be forced to shut down,” said Mehraj, who owns a clothing shop.
