Ethiopian consumers struggle with unpredictable price inflation and budget management during traditional holiday shopping seasons

During Enkutatash (Ethiopian New Year) celebrations, consumers face rapidly fluctuating market prices and unclear pricing signals that make it impossible to budget effectively, causing financial strain on households already operating with tight margins. Current market transparency is poor, forcing shoppers to make purchases without reliable price information, leading to overspending and financial stress. This problem is acute in Ethiopia where many families allocate significant portions of their income to holiday celebrations but lack tools to compare prices or predict costs.