Easter week distorts apparel sell-through in Tbilisi

Georgian shops do not empty on the same civil date each year. Orthodox Easter slides. A buyer who compares “week 15” across three years is often comparing a feast week with an ordinary one.

In apparel, the week before the feast can look like a clearance even when the ticket has not changed: people buy a garment for the table, then stay home. The week after can look like a failure. Neither week is a new baseline for the autumn buy.

When we draw a seasonal pack we plot the feast on the page, not a grey average. If last year’s Easter sat in April and this year’s sits in May, the overlay moves. A shop that copies last year’s week numbers without moving the feast will over-order the quiet week and under-order the busy one.

The same caution applies to the New Year table in late December. Those days belong on the chart as named events. They are not “seasonality” in the abstract. They are dates families already keep.