this transfer It follows a moderate course in the retail trade sector during the week. ‘Black Friday‘ As this Sunday is coming to an end, stocks at record highaccording to the latest estimates of analysts and experts, but at a lower rate than expected.
While the industry has been citing some optimistic projections for consumption these days, some studies have curbed this enthusiasm from a more neutral position, drawing a scenario close to the current economic reality in which a large proportion of consumers are.
Spanish Association of Shopping Centers and Parks (AECC), ‘Black Friday’It will contribute to the consolidation of the recovery of consumption.” He adds that the companies he represents “have optimistic expectations.”
A survey of e-commerce professionals by IEBS Digital School shows that 57.1% plan to close the year with more than 20% increase in billing, largely thanks to these initial offers and discounts.
On the other hand, a Boston Consulting study estimates the average spend per consumer to be 13% lower than what would have reached 225 euros per person on the same date in 2021.
This study highlights that rising prices and recession fears are driving customers to “prioritize their spending”reduce non-essentials and go out less”, 45% of consumers now check prices “more often” and 44% buy “more affordable” brands.
Similarly, an analysis by Crédito y Caución predicts that the level of spending in Spain will be similar to last year’s “Black Friday”, but with a real decline in unit sales.
Another survey conducted by the Association of Banks Cajas y Seguros (Adicae) Users shows that 40% of consumers expect to spend less this year than on “Black Friday” in 2021, while 81% think there are many deals this year. days are deceiving.
Watch out for offers
this attractive advertising campaignsIt fills real and virtual storefronts at discounted prices, but the consumer organization (OCU) warns that discounts are given “depending on what items.”
“Discounts stand out by their absence”, He warns the OCU on its website and remembers what the law says: “When a discounted product is offered at a discounted price, the previous price or the discount percentage must be displayed next to the discounted price”.
Adicae provides examples and assures that it has detected laptops that went from 899 euros to 1,199 euros on 17 November; audio equipment, which at that time increased from 825 euros to 1,299 euros; or induction hobs (from 379 euros to 499 euros).
overstock
As a result of problems in the supply chain, Crédito y Caución analyzed, many retailers “picked up” their stocks and guarantees that it has reached record levels in this regard.
In terms of the evolution of consumption, the main concern for many is overstocking, “so some aggressive reductions can be expected,” according to the report.
These steep discounts mean exactly that: “in higher storage costs, lower margins and worsening credit risk.”
However, a report by Webloyalty consulting on spending from remote devices indicates that “online spending will continue to rise for another year.”
He concludes that the majority of buyers (61%) are already using omnichannel, due to the desire for retail companies to “touch or test” the offers they want to increase their income statements.
Source: Informacion
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