At daybreak, the streets of Dapitan and Kanlaon in Brgy. Sta. Teresita, Quezon City awaken to a holiday transformation. Traffic gives way to a lively spectacle as a group of people starts bringing in boxes of Christmas decorations to their designated stalls inside Dapitan Arcade.
Dapitan Arcade, popularly known as the "Divisoria" for Christmas decor, presents a bustling scene. Instead of vehicles dominating the roads, hardworking vendors shape the landscape, transporting Christmas ornaments from one corner to another, from one shop to one customer’s parked vehicle along the street.
In this vibrant setting, the essence of the holiday season materializes through home decorations of all shapes and sizes (and budget), offering an opportunity for people from all walks of life to experience the joy of Christmas without breaking the bank.
Every day, from 8 a.m. to 7 p.m. (or even longer as Dec. 25 approaches), a symphony of activities unfolds in these streets. Boxes filled with shimmering baubles, twinkling lights, and colorful trinkets are in every corner of Dapitan Arcade. From opening to closing, each stall is busy with shoppers seeking affordable, unique, and charming decorations to make their homes or business spaces merrier than before.
Home away from home
For Sherly Amar, Dapitan Arcade is more than a store; it is a place she's called home for decades. At 67, she has witnessed the evolution of the area, having sold Christmas decorations, handicrafts, and glassware since the ’90s.
As one of the pioneer locators, Sherly remembers Dapitan Arcade’s inception, tracing back to the efforts of former Sta. Teresita barangay captain, Olivia Chico, and her family. Olivia envisioned a bustling hub similar to the success story of Dangwa, the renowned Flower Market of Manila. Sherly, who lived nearby, saw potential in Olivia's dream and agreed to transform her residence into a stockroom during the peak sales seasons.
Years of dedication in Dapitan Arcade have yielded tangible rewards. Through her sales, Sherly managed to purchase her own home through a housing loan and secure a retirement fund — a testament to the arcade's role in shaping her life.
However, 2023 presents challenges for Sherly and her fellow vendors. At this time, they still have not felt the usual rush of Christmas decor sales compared to previous years.
"Dati noon, maski anong oras basta pagpasok ng ber months, mabili na. Pero ngayon, hindi. November na nga ngayon kasi pagkatapos ng buwan na ito, wala nang bumibili niyan (Before, no matter the hour, once the 'ber' months arrive, sales will soar. But not anymore. It's already November, and after this month, no one's buying anymore)," laments Sherly, who feels that the “spirit of Christmas seems elusive this year.”
For Sherly and her peers at Dapitan Arcade, the decline in sales isn't just an economic setback; it's a blow to their connection with the essence of Christmas — the joy of spreading festive cheer through their merchandise. In fact, Sherly even reveals that they experienced robust sales during the pandemic holidays from 2020 to 2022, when people were mostly at home and wanted to make their spaces brighter and merrier.
According to Sherly, they observed that among the reasons for the sales decline this year is that there are already multiple shops all over the metro for Christmas decorations. The availability of these items in various places has made a trip to Dapitan Arcade less than necessary. While some loyal patrons still journey to the arcade, their numbers are not that many compared to years past.
The challenge faced by Dapitan Arcade vendors isn't solely about the products they sell but hinges on the changing landscape of consumer habits. They are also beaten by the convenience offered by online shopping apps and online sellers.
“Sa tingin ko, marami na ring nagaya. Kasi sa ibang lugar, 'yung ginagawa ng Dapitan Arcade, ginaya na rin ng iba. Makikita mo sa Commonwealth, sa Quiapo, 'yung ginagawa naming pagbebenta ng Christmas decor ay mayroon na rin doon (I believe many have imitated what we do. In other places like Commonwealth and Quiapo, you can see the same kind of selling of Christmas decorations that we do here at Dapitan Arcade)."
With Christmas decors becoming more accessible elsewhere and online, the arcade struggles to retain its unique appeal, leaving Sherly and her peers with a new set of outside competition.
Even with these challenges, however, Sherly said she remains optimistic, praying for a resurgence that will reignite the holiday spirit in Dapitan Arcade and restore the vibrant community that she has called home for so many years.
What’s after Christmas?
Once the holiday season fades, Dapitan Arcade sheds its festive facade, transitioning into an ordinary marketplace offering overruns, handicrafts, gift materials, and an assortment of other items for the home. The vibrant Christmas decors that once adorned the stalls are packed away, making space for different goods that cater to customers' varying needs.
"Pagdating ng January, wala nang naka-display na Christmas decor, itatago mo na 'yan lahat. Pagbalik ng ber months, doon ulit ‘yan maglalabasan (As soon as January arrives, you won't see any Christmas decor displayed anymore; they'll all be stored away. When the 'ber' months return, that's when they'll resurface)," she said.
Sherly, however, said that vendors still hold stock in their storage rooms, and they can fulfill demands for Christmas decorations upon customer request any day of the year. "Kapag anytime naman na gusto mo magpagawa ng mga Christmas decor sa mga nagtitinda dito sa Dapitan Arcade, may mga bodega naman 'yan, gumagawa naman ang 'yan kung may request (If, at any time, you wish to have custom Christmas decors made by the vendors here at Dapitan Arcade, they have storage spaces and can create items upon request).”
Adapting to the times
In 2020, during the peak of the Covid-19 pandemic, Dapitan Arcade responded to the times by launching an online store, www.dapitanarcade.com. This move showcased the adaptability and resilience of the vendors, enabling them to break the physical limitations and reach a wider audience beyond the confines of the arcade's premises.
While the future remains hazy for Dapitan Arcade vendors amidst changing consumer behaviors and market dynamics, their willingness to embrace digital platforms demonstrates a proactive approach. This shift to an online presence not only signifies a means of survival but also reflects their commitment to meeting evolving customer needs.
Even as Christmas decors take a secondary role after the holiday season, Dapitan Arcade will always be there, with people like Sherly continuing to make a living, hoping that the generous Christmas spirit from the customers will extend all year round.