Coming out of a record-breaking Black Friday, end-of-year celebrations and holidays during which consumers spent, what level of support will the French have?
The ritual is still there: barely have the end-of-year holidays ended when the sales period begins. From this Wednesday, businesses enter four weeks of promotions, of which we are still wondering whether they will attract the support of the French. And if so, to what degree?
“It’s a necessary step, independent businesses have no choice, despite everything”responds, somewhat fatalistically, Jean-Guilhem Darré, general secretary of the Union of Independents and Small Businesses (SDI). The latter carried out a survey among its members: 89% of them “approach sales with a negative mindset”.
We need to “shift the dates”
Indeed, “nearly 64% of them believe that they will not be able to sell their stocks”. And this, “despite significant markdowns from day one”, reductions that start at – 30% on average. Too early, this is also the criticism made by the Confederation of French Traders (CDF).
“Sales are a key moment for merchants, particularly independentsestimates Pierre Bosche, its president. To ensure their sustainability, they must be able to adapt to new consumer expectations and market realities.”. It is necessary, according to him, “shift sales dates”which “will help boost local commerce, balance practices and preserve the attractiveness of city centers.”
“No sales at the heart of a season”
In fact, the historical positioning of winter sales in the calendar no longer holds. “It’s nonsense to have to position sales at this time, we don’t have sales at the heart of a season,” insists Jean-Guilhem Darré. Especially in a “tense context in terms of purchasing power”.
It must be said that they are arriving at the end of a long spending cycle: Black Friday, first, then the end-of-year holidays, and, finally, the school holidays. Especially since Black Friday broke records this year. According to figures from Médiamétrie's Global Internet Audience, nearly 8 out of 10 French people visited merchant sites during the meeting at the end of November.
The weather, this long-awaited ally
Every day, there were an average of 22.1 million, or more than a third of the population. Without counting the “exponential development”, to use the words of Jean-Guilhem Darré, sales between individuals. More particularly the success of Vinted.
“The real competition is digital”he insists. Fortunately, the latter remains hopeful. “The advantage at the start of the sales is the weather,” he notes. “It’s cold, and that’s positive for the consumption of winter clothing”. This helping hand cannot be refused.
