“Winter sales 2024 in Paris: Retailers are satisfied with a modest result”, headlines a press release from the Chamber of Commerce and Industry (CCI) Paris-Île-de-France published this Tuesday, at occasion of the last day of sales.
According to the report, just over half of the capital's retailers (52%) “say they are satisfied with the results of the 2024 winter sales”.
This mixed return is explained in particular by the weak increase in their turnover.
In detail, if 72% of retailers recorded an increase in turnover during this winter's sales, this increase is very moderate since for almost 40% of them, the increase is at best equal to 10%. compared to a normal month.
A quarter of traders recorded no increase in turnover at all.
“Need” purchases, fewer “pleasure” purchases
“Inflation weighs on the budgets of consumers who demand ever lower prices,” analyzes the CCI in its press release.
65% of retailers thus demonstrate a trend towards a lower average basket, consumers who spend less and look for low prices, “need” purchases and no longer “pleasure”.
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“Now customers arrive and tell me: I'm looking for a sweater, but 30 euros maximum, it's new that they announce their budget like that.
And then, they come when they have a need, but they no longer enter the store like that, to see if they like something, those days are over,” the manager of the store attested to the CCI. 'a ready-to-wear boutique.
Teleworking singled out
Another insidious culprit is pointed out by professionals: teleworking.
“People no longer come to shop at lunchtime, and then consumption habits have changed, purchases are made on the Internet now, we will never return to our pre-crisis sales levels.”
Faced with the loss of purchasing power and these changes in consumption patterns, merchants have therefore had to use stratagems and increase promotional operations.
More than half of retailers (55%) took part in Black Friday, “a major operation which allowed us to make up for other months which had been bad”, says the manager of a large ready-to-wear brand. .
Three quarters of them also organized private sales before the start of the sales to “build customer loyalty”.
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Inflation also affects merchants who have suffered price increases of up to 10% from their suppliers.
89% of retailers were forced to pass on, entirely or in part, this increase in their selling prices.
Parties save the day
The end-of-year holidays nevertheless offset these somewhat gloomy sales since 56% of merchants say they are satisfied with their sales during this period, despite a “reduction in gift budgets”.
“We adapted to the demand for low prices: I had anticipated by ordering a lot of accessories, and that's what worked best, mittens, pouches, small bags,” says the manager of the store. a women's ready-to-wear boutique in the 6th arrondissement.
Finally, the CCI notes in its report that the holding of the Olympic Games in Paris this summer arouses “relative enthusiasm”.
This major event, which is expected to attract nearly 15 million visitors to the city, raises concerns for many about its logistical impacts on commercial activity (difficulties of transport, access, parking, security problems linked to crowds).