Every year after the January 1 celebration, we look forward to the start of the winter sales. A tradition that has been able to continue for the umpteenth time, even in the special conditions of the Covid-19 pandemic. However, it is not without a certain diversion that shopping during the premiere and 2nd markdown was held. Curious to learn what the most requested items were? But also, how has buying behavior changed? Here is our summary of the winter sales.
What are the results of the umpteenth edition of the winter sales for this particular year affected by the pandemic ?
The winter sales period – delay and extension
Normally, the period long awaited by fans of discount shopping begins as soon as the New Year’s bell rings or so. For example, during previous years, sales start between January 2 and 10. However, this year it is only in mid-January that the promotions start at the national level. Curfews and closure of large shopping centers… The pandemic has prevented even the most impatient customers.
The 2021 winter sales period: a delayed start and an extension until the beginning of March
Buying behavior, how has it changed ?
Whether it is due to the lag or the restrictions imposed following the pandemic, there is inevitably some change in the purchasing behavior of the French. The results of the winter sales therefore prove that consumption is also being affected by the new way of life and the epidemic. On this point in particular, impulse buying has decreased considerably. On the other hand, they leave room for smarter consumption. This means that most customers have only invested in well thought out and planned items..
How has purchasing behavior changed in view of the specific conditions ?
The results for trade
Despite the extension of the initial period of the sales, the results for trade are not at all satisfactory. Indeed, a poor performance can be attributed to the low footfall in stores and the drop in sales compared to previous seasons. And that even after the premature arrival of the second markdown with discounts of up to 70%. To sell the remaining items, some merchants have also embarked on a third or even fourth markdown..
A drop in consumption and less impulse purchases over the period of the big reductions
Most Wanted Items
Interest in what type of product is most in demand, as usual, revolves around fashion, cosmetics, sports, high-tech, home furnishings and DIY. In fact, multiple shopping sites have made it easier for consumers to shop while benefiting from additional discounts. Not surprisingly, trendy products were rather reserved for the most loyal fashionistas. While among the stars of the season, we find mostly basic fashion pieces and the key elements for a comfortable interior outfit.
We focus on essential or basic products