The month of November includes large shopping events every year, which are considered, on normal days, a real celebration. The event that opens the sequence of discount days is the Israeli Shopping IL, which, in light of the security situation and the background of the "Iron Swords" war, was forced to make changes in its format. Instead of two days, the event is not expected to be time-bound and will start tomorrow (Wednesday).
Google Israel, which is responsible for the platform on which the online stores are concentrated, says: "Due to the situation, we decided to update the format of ShoppingIL by Google from an online sales event, which offers 48 hours of benefits and special offers on Israeli sites, to an event that is not limited in time and allows any online business that wants to register with ShoppingIL to receive a dedicated media kit for embedding on the site, thus helping consumers who want to strengthen the economy now. Each business is entitled to advertise discounts according to its ability at this time, and of course to offer varying and changing promotions and benefits throughout the period. In the coming days, updates regarding additional features and content are expected and we will of course update again."
The brands participating in the event talk about the changes they are forced to make in the product mix due to the situation, the decline in revenue and the attractive promotions this year.
It should be noted that a large selection of brands are participating in the Shopping IL event. Castro will offer a 30% discount when buying three items and a 50% discount on a selection of items on sale, H&M will offer a 17% discount on all items on the site, Golf's website will offer a 40% discount and Golf Kids 40-50% off and more.
"Unlike COVID-19, where people sat at home and wanted to buy, now they don't feel like spending money." Online Shopping, Illustrative, Photo: Getty Images
"Today the baskets are smaller"
Ganit Alon, VP Marketing of the Brill Group, which includes the Gali, Nine West, Lee Cooper and Lee Cooper Kids chains, talks about the changes in consumption this year: "This year the Shopping IL event will be different. Usually these are two days that are very strong and last on the weekend, and sometimes sales on those two days even exceed Black Friday. This year there was a lot of deliberation, because all the ads that characterize this period are less suitable. That's why this year's messages focus on needs and less on passion and whims."
And what about the promotions? Alon replies: "We have great deals. Without Cooper Kids there is an amazing outlet with end-of-season and previous season merchandise at a 60% discount. Usually in November it's a mid-sale, and this time it's deep deals. West Building, for example, we offer a 30% discount when buying two items. Usually during this period it is only 15%.
"This season is a lost season. It started in September, and some shops were closed. Unlike the coronavirus, where people sat at home and wanted to buy, now they don't feel like spending money – and there is also financial concern. In previous years, they would come and prepare for Shopping IL with products on Wish List. Today the baskets are smaller and there is less entry to sites and shops."
Tal Kadoorie, Femina's VP of Marketing, notes that this year the chain will offer a 40% discount on all items: "We check ourselves every year against the competition, and every year we offer a deep deal. We didn't think to deepen the operation, which is identical to last year, if there was already a conversation about the negative impact on gross profit. You have to remember that our stores were closed for two weeks, the site stopped operations and this had great significance for the company. Although it was a difficult month in terms of sales for all the chains, Femina made the decision not to put the employees on unpaid leave and to pay salaries.
"During these two weeks, we spent 20,000 different clothing items for donations to evacuees, security forces, police, medical teams and more. There was not a single donation request that we refused. Also, creative-wise, I'm less in favor of riding on warlike messages like 'together we will win.' We chose messages like 'We're here for you,' alongside pictures that aren't smiling or modeling, but more homely. The idea is to reach the consumer's heart more out of identification."
"International websites that make insensitive moves towards Israeli consumers." Shine website // Photo: Reuters
Adi Sagiv, VP Marketing of the fashion website Terminal X, predicts demand following delays in shipments of sites abroad: "This year, the demand for shopping sites abroad is declining due to delays, cancellations of shipments and a paucity of flights. In addition, we are witnessing a disturbing trend of international websites making insensitive expressions and moves towards Israeli consumers since the beginning of the war. In light of all this, we see more and more consumers who prefer to purchase from local and Israeli companies, and there is tremendous mobilization for businesses in Israel. This year the promotions will be very varied and attractive, in order to allow everyone to purchase items for the upcoming season. Offers will apply to domestic and international brands. As part of the steps Terminal X is taking in light of the situation, Israeli designers are expected to enter the site in the coming days."
Hadar Geva, VP Marketing of the L'OCCITANE beauty brand, talks about the connection to Kfar Gaza, which was made this year: "The brand offers 20% on the entire site, like last year, and in addition we have a donation project throughout the month of November. We teamed up with the managers of Kibbutz Kfar Aza and decided that we would donate NIS 250,000 from our sales. We will donate 5% of every purchase in November, and all profits from our flagship product, Shea Butter Hand Cream 50ml, which sells for NIS 59, will go to a donation."
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