Even after a year of economic headwinds and lingering worries about consumer confidence, the trades sector presses on. The season’s spirit remains strong as Christmas approaches, with retailers gearing up for strong sales. The latest moves aim to shield businesses from a seasonal stock build that could swell discounts. In this scenario, a Sunday deadline becomes the final push that sparks attention and activity across channels.
In Catalonia, Victor Garcia Soriano, the regional delegate of the Spanish Association Shopping Malls and former director of La Maquinista, recalls that the weekend winter sales drew a notable crowd. He notes that a Saturday peak could be typical for public interest, while the involvement of major players like Unibail-Rodamco-Westfield creates a strong sense of momentum around the event.
Many retailers have launched promotions ahead of time, but the seventh day has stood out as the moment when top names in the sector—among them Inditex-affiliated stores and other major labels—are spotlighted as the official kickoff in public perception. Yet, a Sunday date carries tradeoffs: when sales peak on the weekend, initial efforts see robust traction, but the momentum often fades within a week or two. Still, expectations point toward a sales level that may outpace last year, aligning with ongoing Christmas activity.
Company leadership voices a cautionary note. In the latter half of the year, especially September and October, costs rose substantially. Distributors are intensifying stock management, but autumn has not been forgiving, and winter stock remains plentiful at points of sale. On the bright side, this creates an opening for aggressive discounts that could benefit consumers, according to García Uslé, the organization’s general manager.
A “very good” campaign
Discounts largely hinge on stock levels for each item. Brands aim to close the season with minimal carryover, as success is measured by the share of products sold. If the rate is too low, deeper discounts are deployed to lift turnover, notes the MODACC director. The broader outlook suggests the reductions will perform well. Even with prior shopping activity, December remains a key window for gift purchases, wardrobe updates, and winter preparation, reinforcing the potential for stock replenishment through promotions. This approach also supports sales growth and consumer engagement.
El Corte Inglés reports a positive outlook, citing substantial remaining stock of tailoring and winter apparel. An unusually warm autumn lingered into early winter, yet product volumes persist. This situation is expected to influence pricing as temperatures fall, and the same optimistic view is echoed by store representatives who highlight trusted audiences and a Sunday opening pattern that has persisted through the season. The belief is strong that the campaign will succeed on the scheduled date.
Dark clouds and small business fears
Industry voices acknowledge the possibility that this batch could mark the final round before a broader slowdown in consumption. A decline in consumer confidence is forecast for the coming year, with fashion and other goods likely to face tougher conditions. The concern is balanced by recognition that the current year has remained solid, even if some merchants approach winter purchasing with caution. Weather and seasonal variability on the horizon also shape expectations for the period ahead.
Proximity retail faces its own uncertainties about how the first major consumer event of the year will unfold. As December and January approach, many retailers lack a clear forecast. The mix of rising electricity, transport, food, and mortgage costs compresses household purchasing power, yet a milder winter compared with autumn-winter offers could enable favorable promotions. Regional differences are pronounced, and while large chains may report broad success, smaller businesses often experience a more mixed outcome.
Many small and medium enterprises have not yet reached pre-pandemic activity levels. The trade and commerce federation notes a need for clearer regulatory frameworks. The shift in promotional periods since 2012 has affected consumer interest, and there is concern that promotions spread throughout the year can dilute the impact of the seasonal window for discounts.