New insights from the consulting firm Kantar reveal a cautious, calculated approach by Spaniards during summer sales. About half of consumers plan to buy six to seven items, allocating roughly 80 to 100 euros for these purchases. These figures echo spending patterns seen at the 2019 summer sales, and they stand in contrast to more recent years where the average per buyer hovered around 80 euros in 2021 and 77.35 euros in 2021. In practical terms, many shoppers are treating the season as a window for steady, modestly priced acquisitions rather than a single, big shopping spree.
Experts note that inflationary pressures are nudging households toward cost-saving behaviors. Savvy buyers are more inclined to scour for discounted options, particularly when refreshing wardrobes or prioritizing essential basics. The shift is not limited to high-ticket items; it extends to everyday pieces that bolster a usable, versatile wardrobe without breaking the bank. This mindset aligns with a broader trend toward value-driven purchases that fit within household budgets while maintaining personal style.
The report also highlights changing discount dynamics in clothing. Before the pandemic, nearly half of clothing purchases occurred at some form of discount. That share has declined to roughly 35.5 percent in the most recent year observed. The move reflects a broader recalibration of discounting practices and consumer expectations for value, timing, and availability.
Over the past few years, Spanish fashion-buying behavior has evolved markedly. The 2020 lockdown accelerated a lasting transformation: shoppers increasingly moved away from buying only what was immediately necessary. Instead, they began to hunt for discounted items even outside traditional sale periods. This evolution has reshaped how people plan purchases, emphasizing timing and perceived value as much as immediate need.
Taken together, these shifts point to a more strategic approach to fashion spending. Shoppers are weighing need, price, and opportunity across the calendar year. Discounts continue to play a role, but their influence is subtler and more selective than in the past. This modern pattern suggests consumers in Spain, and by extension in comparable markets, favor flexible buying strategies that balance budget realities with personal style goals throughout the year.
For brands and retailers, the implication is clear: price sensitivity remains high, but shoppers respond to clear value propositions and predictable, well-timed promotions. The most successful campaigns will likely combine accessible pricing with transparent discounts, aligning offers with actual consumer needs and seasonal wardrobe priorities. In this environment, a steady stream of well-curated options—rather than one-off, heavy selling campaigns—can foster sustained engagement and trusted consumer relationships.
In summary, the summer season is shaping up as a thoughtful balance of quantity, value, and timing. The traditional impulse to chase deep discounts is giving way to a more nuanced strategy: seek deals when they make sense, invest in reliable basics, and be open to quality pieces that offer long-term versatility. That mindset marks a continued evolution in how Spaniards shop for fashion, one that emphasizes practical value and smarter, year-round purchasing decisions rather than peak-sale fervor.