Before Christmas – “You don’t buy gifts like a liter of milk”

“Crown”:There used to be summer and winter sales. Now you have the feeling that there is always a discount day or a promotion week.
Christopher Teller: As you say, it’s getting more and more. The winter sale used to be regulated. My father was a chamberlain and always had to ensure that everyone had the same conditions. The trade also longs for that back, because nowadays everyone destroys everything for each other.
Ernest Gittenberger: This is a question of the “first mover”. Whoever starts has the longest action time. And of course everyone else has to go along with it. On the other hand, we also know from the customers in the study that there is a habituation effect.
Plate: The “actionitis”, in technical terms these are the very frequent, frequent sales promotion measures, make the trade high in the short term and sick in the long term. People come, you have to give something away, a bargain, and the price down. That makes you ill because the contribution margins are dwindling. Especially now that, like the Amen in prayer, the energy bill is coming. And then of course you need at least the profit to be able to settle it all. The second is that customers get used to it, as my colleague Gittenberger says. The promotional price becomes the normal price in people’s minds. And the normal price then seems so overpriced that nobody wants to pay it anymore.