Summer sales arrived a touch earlier this year, bringing discounts averaging around half off. The retail sector is showing signs of recovery, though it faces ongoing concerns about news that could lift buyer confidence in the weeks ahead.
After promotions began online and through apps, in‑store sales kicked off this Thursday. The event, described with a dose of humor and optimism by organizers, featured comedian Dani Martínez as a central figure. Group Inditex opened its promotions online on Wednesday, with brand‑by‑brand strategies tailored to each label. Consumers are drawing a tighter circle around their budgets, and fashion brands are aiming to boost early sales in these discount periods. Stock levels feel higher than in recent years, helped in part by supply chain pauses and uncertainties in Asian shipments, which still support consumer demand for fashion items, including more affordable products.
According to a study from IEBS Digital School, the sales period is the time when online shoppers spend the most. IEBS notes that roughly 20% of Spaniards spend more than 3,000 euros during sales, and nine out of ten shoppers expect to spend the same or more online this year as last year.
‘Nervous effect’
The year’s most notable change in the pricing landscape is the arrival of a formidable competitor in price battles: Shein. The Chinese retailer operates with ultra‑low prices, leaving little room for traditional rivals in pure price competition. With margins often below 15 euros at average basket sizes, substantial discounting is harder to sustain. Discount depth increases with order size, such as a 20% cut on purchases over 115 euros. If delivery times from Shein are observed to be longer—by roughly 13 to 15 days compared with earlier months—consumers may reassess the value equation, balancing price against speed of delivery.
Since 2012, current law allows merchants from various sectors to set their own sales calendars. The practice of offering preferential discounts has spread to align with the last week of June and the first week of July, historically. This year, promotions have shifted even earlier online, while in‑store discounts have maintained a more conventional timeline. The overall pattern shows digital channels often leading slightly, but physical stores still play a crucial role in the discount season’s performance and consumer reach.