After a good month of December, traders hope to take advantage of this period to return to pre-crisis sales levels, despite inflation.
The traditional bargain meeting starts this Wednesday, January 11 for four weeks, until Tuesday, February 7 inclusive. As the new year promises to be tough on the social and economic level, traders are wondering: will the French be there?
Asked by the Figarothe Managing Director of Alliance du Commerce (Zara, Kiabi, Printemps) approaches the period with relative optimism: “We hope to continue the good trend observed in December and January, after a difficult start to the season in October and November“. In the weeks leading up to Christmas, clothing chains saw their turnover increase by 10% compared to 2019, with an increase in the average basket of 5%, according to data from the Alliance of commerce. But to arrive at these good figures – and to sell off their winter stocks – the brands had resorted to discounts, sometimes massive. Rather exceptional practices for a period traditionally conducive to spending.
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The specter of inflation
After the holidays, 2023 could begin on a lean period. The dizzying rise in food prices – 15% over the past year – is weighing on consumers’ purchasing power at the start of the year. As Yohann Petiot admits, “a very constrained purchasing power and a lack of confidence in the future are detrimental to consumption“. Anticipating the peak of inflation to come, consumers are tempted to fall back on the essentials: 80% of them are already considering reducing their spending on clothing, according to a Wavestone survey.
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Marked by two years of health crisis, traders do not yet seem ready to flourish. Unless. “Inflation is as much a risk as an opportunity.“says Yohann Petiot. With soaring prices, the sales could experience renewed interest among the French. “The sales are an opportunity to have fun at an attractive price.“says the leader. And if this bi-annual event, in competition with private sales, no longer has a monopoly on discounts, there remains a “exceptional moment for merchants and a highlight for customers“. A tireless media chestnut tree, the first day of the sales always mobilizes consumers, both in-store and online. Last year, the publisher of e-commerce portals Webloyalty noted a growth of 98% on the first day of sales compared to the day before. For the Director General of the Trade Alliance, there is no doubt: “TheFrench people are permanently attached to this collective event“.