The sales will last one more week. To support merchants affected by the riots last week, the government allowed them to offer discounts until August 1.
According to the Trade Alliance, the riots “put a sudden interruption of sales activityfor the big brands, whose turnover went from an 8% increase on Wednesday, the opening day, to 4% during the first five days. That is to say, the French did not have the head of sales during this first weekend.
Will you have more in the coming weeks? Nothing is less secure. According to an OpinionWay survey for Bonial, the inflationary context does not seem to have pushed consumers to want to take advantage of discounts. Nearly six in 10 French people say they intend to sell less this year than they did three, five or 10 years ago. Only a small minority (6%) say they want to take advantage of the sales more than in previous years.
-41% otherwise nothing
The proliferation of private sales, low-cost brands, outlet stores like Action or Noz, or e-commerce sites create a competitive environment that gives consumers the impression of living in a flux of permanent promotions. The first sales rebates of 15 or 20% are then of limited interest to them.
For most product categories, discounts offered are unlikely to trigger the act of purchase. Much more is needed, at least 40%. This is the case of sporting goods, electronic products, furniture and decoration, as well as cosmetics, where consumers believe that an average discount of 41% would encourage them to buy more.
Regarding fashion and accessories, which are the main sales market, the expectation is even higher since an average of 47% discount is what consumers expect. Discounts that most textile brands will find it difficult to grant since they rely on this period to earn money in a very difficult context for them. However, six in 10 French people (61%) intend to wait for the second sale to see if the discounts are attractive enough to take advantage of.
Source: BFM TV
