This week thousands of shops will kick off the sale period, a discount season that this year will be more atypical than ever.
The falls experienced by the retail sector during the state of alarm coupled with the distancing measures of the “new normal” will not only mark the modus operandi of consumers, but also that of stores.
The comparer Acierto analyzes the situation.Thus, it is estimated that during the quarantine the retail sector has experienced falls of up to 70% in some cases.
To this we must add that the months of April and May –with the celebration of Mother and Father's Day, Easter and the Puente de Mayo, among others– are the best time for this market.AGGRESSIVE DISCOUNTS TO SAVE THE SEASONThe forecasts, as indicated by Acierto, point to the launch of aggressive discounts - around 70% -, with which the brands will try to release the stock accumulated during the winter, but also encourage consumers to buy and "save the season" .
Some councils, in order to support local commerce, have also launched their own initiatives.However, the moment, marked by economic uncertainty - the coronavirus has led many families to the ERTE or directly to lose their jobs, and the Bank of Spain foresees an increase in the unemployment rate from 14% to 20% - did not it gets easy.ONLINE SALES OVERCOME PHYSICAL SALESFortunately, there are signs of recovery.
According to sources in the sector who decided to advance the discounts, although the discounts in physical stores have fallen compared to the previous year, the same has not happened with online sales.
Specifically, the figures used by the comparator reveal a drop of between 20% and 40% in physical stores; while virtual sales have grown to 40% compared to the 2019 season in some chains.The numbers are not surprising considering that Spain ranks fourth in the European Union in transactions of this type.
The most common buyer profile is embodied by men under the age of 25.
On the other hand, it should be borne in mind that online acquisition is less impulsive, that is, much more thoughtful.
So much so that 93% of consumers compare before buying online.Awareness of the possibilities of contagion - although most businesses have garment disinfection systems - has had a lot to do with it.
Another change that is observed is related to the type of clothing that is purchased.
The current consumer does not go to events, fairs and, in many cases, neither to his physical workplace.
This makes the kind of garment different.MORE INDICATIONS OF RECOVERYBeyond the aforementioned, the opening of borders will allow to increase the billing, according to the comparator Accuracy.
And it is expected that in coastal areas this increase will be greater, as can be deduced from the latest data to which the comparator has had access.
Not to mention that up to 2 out of 4 Spaniards wait for the sale period to buy clothes.
This year they will be able to enjoy greater variety and greater discounts.To finish, we must take into account one more fact: 62.5% of consumers buy just because they find a discounted product, but not because they need it.
In any case, other factors come into play here, such as the influence of advertising.
So much so, that 3 out of 5 Spaniards consider that advertisements are capable of conditioning them.
And up to 70% of respondents acknowledged having "fallen for the temptation" after seeing a spot.