Month by month since March 2021, life is slightly more expensive than the previous year. With the most up-to-date data National Institute of Statistics (INE) in possession, in October, feed It became 28.5% more expensive than the same month in 2020; HE Transport, 24%; the restaurants and hotels They increased the price by 17%; And living space, supply And fuels, another 14%. Still at your door On Black Friday (the shopping event that unofficially kicks off the Christmas campaign and whose main day is this Friday, although the campaign runs almost through November), nearly all consumer surveys show a spending increase About a year ago this was already a record. And it’s not always because of inflation.
Advisor KPMG and market analytics company Appinio A recent survey of 1,000 people representing the Spanish population led to the conclusion that 74% of consumers plan to purchase during this period. black friday campaign; In addition, this event is the event that will bring together the largest audience and then January Sales (57%) and days before christmas (51%); and 44% of the sample plan to spend more than last year.
The fact is that almost half of the survey respondents who stated this offer the following as the main explanation: the Price:%s is higher due to Inflation, however, is equally important for the 47% who are not at all cautious I want to enjoy this time of year.
Financial situation of families
“Despite the current difficulties financial situation of families “Less stressful than expected a few quarters ago,” he says Director of Spanish Economy at Caixabank Research, Oriol Aspachs, in this entity’s November analysis of the state of the Spanish economy. ” gross family income achieved historic growth in the second quarter and savings rate The text continues: It was over 10% of household income. “These data serve as an important buffer for households to maintain their consumption in the coming quarters.”
KPMG itself also talks about an environment consumer confidence levelAlthough it dropped significantly after the summer ended, it is still well above the level in September last year.
consumer carpe diem
What does it also affect? IESE professor consumer behavior expert, José Luis Nuenothis summer in his book ‘Everything sucks but I’m okay’ he x-rayed: the probability of the client remaining in the ‘one’ situationCarpe Diem‘ This leads you to cut back on what you can to continue spending on what you want. “I’m overwhelmed non-discretionary expenses (energy, feed, Transport, rentals…) they have to reduce big expense (cars, furniture, home appliances…) but they are rewarded with small discretionary expenditures,” this teacher notes in the text.
Therefore, it is not unusual for a study conducted by. Association of manufacturers and distributors AecocWe conclude that, above all, what the Spanish consumer will buy most this Black Friday clothing, shoes and accessories; Later, computer, telephone and home appliance products; and thirdly, pharmacy, perfumery and personal care products.
Cash purchases
What has been marked by a series of crises over the last two years is the percentage of people who intend to buy on Black Friday. Christmas shopping in advance and when that’s done try to reduce the final expense. consumption period. The KPMG survey estimates that 37% plan to spend more to save for the future on Friday, November 24 (or in the days before). Aecoc says 47% of customers are currently looking to purchase, compared to 24% last year.
“We expect a great reception from customers,” sources from Prensa Ibérica told El Periódico de Cataluña last week. Media MarketHe also admitted that searches and interest in Black Friday have been increasing by double digits for several years. The same impression comes from Amazon, one of the protagonists of this major shopping event, which admitted that it broke its own sales record on Black Friday last year.