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The summer sales begin in a gloomy and unprecedented context

2020-07-16T14:12:49.123Z


After being postponed for three weeks, the 2020 summer sales start this Wednesday. For traders, this period may be


The summer sales begin this Wednesday and end on August 11. This year, this period of markdown hunting is taking place in a context that is both gloomy and completely new with the coronavirus epidemic.

"This is the last chance for traders to sell their stocks after a season which has been particularly difficult," recently explained Yohann Petiot, the director general of the Trade Alliance, which brings together the Union of Large Central Trade -City, the Federation of clothing brands and that of shoe brands.

With the deconfinement, the French who preferred to save during the crisis found a little way to the shops.

According to an INSEE report, the volume of sales had dropped by 45% in the non-food retail trade between April 2019 and April 2020. In volume, in 2020, household consumption of goods fell by 17% in March and 34% in April compared to the same months of the previous year before recovering in May when it was no more than 8% lower than a year earlier. Bruno Le Maire recently estimated that consumption had resumed an almost normal rhythm in June.

This is why, to cope with this shortfall, many brands have already bet on private sales and promotions to catch up as soon as the deconfinement is announced. But after more than two months of store closings, the inventory level remains particularly high, which suggests significant markdowns from the start.

Careful consumers

However, the attitude of consumers may still be cautious for this race for bargains. According to a study by the consulting firm BCG, carried out with just over 9,000 consumers in China, the United States and France, "56% of French people wait for strong signals of recovery before going to the store again », When the Chinese are 49% affirming it and the Americans 59%.

It is the luxury and fashion sector that remain the most affected in France. "34% of consumers plan to spend less in the next six months."

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According to another ObSoCo study, 56% of French people plan to make purchases during the summer sales, but only 14% are sure to go shopping.

In question, a reduced appetite to frequent stores, linked to health concerns (wearing a mandatory mask, systematic hydroalcoholic gel, fitting rooms sometimes inaccessible). Online commerce could therefore be more successful.

For these balances, 33% of respondents say they want to spend less against 17% who plan to spend more. This seems to confirm the cleavage, reinforced by the crisis, between those whose purchasing power allows it, and the others. The average budget would be 245 euros.

Source: leparis

All business articles on 2020-07-16

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