The recovery in consumption to the test of end-of-season sales.
The 2022 summer sales kick off tomorrow
, the first without restrictions for two years now.
An appointment awaited by consumers: almost seven out of ten Italians - 69% - have already planned to buy products on sale, for an average expected cost of 243 euros per person.
This is what emerges from a Confesercenti study on upcoming end-of-season sales, based on surveys conducted with Ipsos among consumers and with Swg among companies.
The budget.
The running of the bills has affected a lot or enough for 82% of Italians, but despite this it is expected to spend around 243 euros, even up to 258 euros in the regions of the South, against 237 in the North and 226 euros in the Center.
Who buys.
69% of Italians have already decided to buy, while 24% will first examine the validity of the offers.
Sales are expected especially in the South,
33% will already buy during the weekend.
Where to buy.
Physical stores, this year without restrictions, still remain favorites: 64% will buy at least one product in a shopping center, 55% in a local store, 36% in a large chain.
48% will instead turn to an e-commerce site or app, while 37% will buy online directly from the manufacturer.
What you buy.
Especially footwear, indicated by 67% of the sample.
Followed by sweaters, t-shirts, tank tops and tops (66%), while in third place there are skirts and trousers (41%).
"Until now, 2022 has been disappointing in particular for small and medium-sized physical retail companies, which are even more in difficulty due to the increase in fixed costs", explains Benny Campobasso, national president of Fismo, the association of fashion companies. by Confesercenti.
"For this reason, we invite you to buy in physical stores for sales, not only for a higher quality of purchase - you can touch and try on the garments, assisted by a sales person - but also to contribute to the economic recovery of businesses. and the revitalization of cities and small villages ".
Instead, the citizens of the Autonomous Province of
Bolzano
will have to wait until 15 July .
A ritual that takes on an even more important value given that families are faced with rising inflation and a reduction in their purchasing power.
Merchants and consumers have each made their own estimates and
on average a family will spend between 150 and 270 euros to buy products on sale
.
According to Confcommercio, the total value of the turnover will amount to 3.1 billion and each family will spend 202 euros, 88 euros per capita.
"A slight increase compared to last year - assesses the national president of the Italy-Confcommercio Fashion Federation, Giulio Felloni - and corresponds to the return of national and international tourism, especially on the coasts and in the cities of art".
The appointment with the summer sales "this year sees families in a situation of great difficulty", affirms the National Observatory of Federconsumatori which in the survey on purchases in the cities of Rome, Milan and Naples estimates that "according to the intentions
37.4% of families are inclined to buy
on
balance, with an average expenditure of 149 euros per family ".
The Codacons estimates are not far behind, indicating an average expenditure of 165 euros per family, at the same time warning about the period of uncertainty resulting from the high bills and the price emergency.
The consumer association claims that sales will remain below pre-Covid values, taking for example the figure of 2019, when the turnover of the summer sales exceeded 3.5 billion euros.
The numbers of a study prepared by Confimprese and EY give hope for a good sales trend, which notes how
consumption in Italy has returned to growth
: + 6.2% in May 2022 compared to the same period in 2019. the increase is the clothing and accessories sector, which shows an increase of + 12.6%;
catering follows, up by 1.5%, while non-food retail remains negative, closing May at -5%.
However, these numbers, on a more in-depth analysis, give back a different picture: in fact, consumption figures remain negative in the first five months of the year, with the total market down by 11.1% and the negative record precisely for clothing and accessories sectors, which show -19%.
According to Confimprese and EY, the average receipt for the summer sales will be 268 euros per family, with 80% directing purchases in the clothing-accessories sector, 35.2% in beauty products, hygiene and personal care, while in third place, with 32% of preferences, are products for the home and furnishings.
According to the president of Fismo Confesercenti for the province of Genoa, Francesca Recine, July 2 is a "too early start" date, in a moment of strong recovery in business, also dragged by tourism.
"If the tourism sector - explains Recine - raises prices in high season, when the demand for overnight stays is greater, why must the fashion and clothing sector even lower them? A contradiction that we have been denouncing for some time".
