The winter sales officially start on Wednesday in an uncertain climate, but the promotions have already begun for several weeks after a catastrophic season, marked by the attacks and a particularly mild weather.
The winter sales officially start on Wednesday in an uncertain climate, but the promotions have already begun for several weeks after a catastrophic season, marked by the attacks and a particularly mild weather.
The Soldes, or sales in english is a single period where traders are allowed to sell at a loss, will last until February 16. Several border regions and overseas territories, benefiting from exemptions and rebates began earlier, on the 2nd and 3rd January.
But in reality, promotions began long ago. Last year, slashed prices appeared in several stores before Christmas. Followed on 25th and 26th December, vast online sales operations.
“These operations were more numerous this year as trade was totally blocked. The professionals had no choice to return customers, “comments Daniel Wertel, president of the Federation of ready-to-wear (FFPAP).
Indeed, between the attacks of 13th November in Paris, who stopped dead any desire to consume and the Indian summer that lasted until December, textile sales have literally plunged this fall.
According to INSEE, clothing sales fell 0.6% in September and 1.2% in October, before dropping sharply in November (-4.7%).
The FFPAPF evokes an “annus horribilis”, with falls in sales, up to -20% for some independent traders.
So stocks are particularly provided and the significant reductions should be between -50 and -60% from the first days.
– Uncertain forecasts –
Traders nevertheless appear skeptical about a possible sales remedial effect.
For their part, many consumers are still expected to make sales, but the lure waned over the years, and the increase in slashed prices throughout the year.
The polls showed quite an uncertain outlook for the sales. According to an Ifop survey for Spartoo conducted from 15th to 17th December, 84% of the French plan to make purchases at the sales this year against 76% last year. But another poll Toluna to LSA, dating from December 28th and 29th, says, that the French are less likely to want to participate in the sales events (75.4% against 77.8% in 2014).
A Yugov MaReduc study shows it, that 28% of French say they will not or probably not be at the Sales this year.
On the budget too, the trends clash: down 4.9% for Toluna, to 215.50 euros, up 31% depending Ifop, to 227 euros, which, however, that 53% of consumers do not know yet what they will devote to purchases at the sales.
The expectation remains less than before, with only 21.1% of French people say they have delayed purchases for several weeks or months (-3.2 points) for the sales, according Toluna. And a majority (70%), the period will be primarily an opportunity to “useful” purchases, and not necessarily of “favourite shopping”, notes the Ifop.
Yugov even shows that the French are now more likely to take advantage of promotions excluding the sales (50%) than the official price (47%) to make bargains.
“Consumers are waiting for the official Sales, but they still want to renew their wardrobe and some equipment. The proposed discounts will probably be crucial to take action, “said Philippe Guilbert, CEO of Toluna.
The weather will also play an important role, the cooler temperatures may give back to the French the need to want to buy large winter pieces (sweaters, coats …) hitherto neglected, adds Yves Marin, an expert at Kurt Salmon.
