If attachment to the principle of the sales remains intact among retailers, the event aspect of this period seems to be crumbling. SNI points to a trivialization of discounts throughout the year, especially on the side of large channels and online sales platforms.
“The consumer is now used to constant promotions. It becomes difficult for him to imagine a purchase without discount. This loss of reference around the right price for small traders, who cannot afford to compete“Explains the union. In addition, the purchasing behavior is evolving: households, forced to diversify their expenses, no longer allocate a specific budget for the sales.
The attractiveness of the city centers as well as the paid parking is also pointed out. Finally, the question of the sales calendar resurfaces, in particular on the French -speaking side. Some actors argue for an adaptation of the dates in order to better coincide with the new school holidays, hoping to capture a more available clientele.
The SNI is sounding the alarm: if concrete measures are not taken, the sales period may lose even more its effectiveness and its commercial impact.
Winter sales were disappointing, according to United Mode
For Natacha, a saleswoman in a clothing store, the sales are completely out of date. “”It no longer makes sense. Before, people were looking forward to the sales to do good business. Now there are promotions all year round. And some specialized sites are constantly selling at reduced prices. Consumers know this and many of them only buy when there are promotions. Moreover, attendance during the sales is barely higher than during a normal period of the year. “
Natacha also evokes the inflation and the emergence of fast food. “Purchasing power has been touched in recent years. It has been three years since the sales have been catastrophic in our sector. Consumers prefer to turn to low-cost brands and items bought on Chinese sites. They don’t care that it is poor quality because they say to this price, they can afford to put it a few times before buying anything else. deliver free at home … “