First week frenzy: Nakuru shoppers love for new businesses

For the first two weeks to three months, there's often a surge of foot traffic in Nakuru's newest supermarket, hotel, club, or establishment, with queues winding out to nowhere as people film themselves walking in while others consult their folks online.

However, by the third month, everything dies down as the crowds thin out and 'normalcy' returns.

For the purposes of this article, MtaaWangu shall refer to this phenomenon as the 'newness effect,' similar to the joy children get with new toys, and when something else pops up... Nakuru peeps are definitely on to the next.

The pattern has played out repeatedly in recent months, with the grand opening of several businesses, including China Mart at Golden Life Mall, the newly opened Quickmart outlets, Jamaa Supermarket, Mia Duck store, and several other businesses, each of which had their moment as the place to be seen before settling into whatever their real, post-hype traffic looks like.

To better understand the phenomenon, Mtaa Wangu spoke to social media and business influencer and founder of Nax Kuna Gold (N.K.G), Staicy Mwikali, who has observed the pattern firsthand, often as one of the people hired to generate opening-week buzz.

She says the excitement that accompanies new businesses has become a familiar trend in Nakuru, with social media accelerating the rush as residents flock to experience the latest establishment.

"Social media has made this even more visible because once a few people post about a place, everyone else wants to check it out too," Mwikali says.

She attributes the rush to a combination of curiosity, social media, and the fear of missing out, noting that businesses with a strong online presence are more likely to sustain the momentum generated during their launch.

On how long the excitement lasts, Mwikali says the trend is fairly predictable.

"I'd say the 'newness effect' lasts about three months," she says. "That's usually the period when everyone wants to be among the first to visit, post about it, and see what all the hype is about."

After that window, she notes, customer traffic begins to stabilise, and businesses start attracting customers who return because they genuinely enjoyed the experience rather than because the establishment is new.

She, however, cautions businesses against mistaking opening-week crowds for long-term success.

"That's when customer loyalty begins to matter more than curiosity. Don't stop showing up. Keep telling your story. Keep marketing. Keep creating content," she says.

She adds that visibility builds familiarity, which in turn builds trust, provided the customer experience matches the marketing.

According to Mwikali, the trend cuts across both small and large businesses, with social media giving businesses of all sizes an equal opportunity to reach potential customers.

She encourages businesses to view the initial rush as an opportunity to build lasting relationships rather than something to rely on indefinitely.

"I wouldn't encourage businesses to depend on the ‘newness effect’," she says. "Instead, they should treat those first crowds as an opportunity to create lasting impressions. Every first customer should be treated like a future ambassador for your brand."

Despite the hype's temporary nature, Mwikali believes Nakuru still has the capacity to accommodate more businesses, provided they focus on quality and customer experience.

"I believe Nakuru has the capacity to sustain many more businesses, but the businesses that will thrive are the ones that prioritize quality, excellent customer care, and value addition. Customers today have choices. If you consistently give them a great experience, they'll keep choosing you even after the excitement of being new has faded," she opines.