Sales are no longer in fashion

sales they deflate. So much so that, according to Kantar World panelconsumption in the share of discounted clothing increased from 46.5% in 2020 to 31.2% in 2023..

The tendency to buy less and only when necessary, environmental messages emanating from organizations and brands, or the consolidation of “value” retailers who offer consumers products at low prices, for example, on sale; They encourage “less emotional buying” and make traditional selling less attractive, which in some ways is going out of fashion, Kantar says.

It has been decried for some time in the commercial sector that the complete freedom of trade in terms of sales schedules and calendars in communities such as Madrid has also contributed to weakening the effect of these campaigns. Kantar assures in this regard that the consumer has long been accustomed to buying fashionable clothes with discounts or sales, since in times You can find promoted products all year roundwhich are called differently depending on the time of year we are in: special promotions, offers, discounts or sales.

The decline in sales is accompanied by a significant buyer kickback. During 2023, more than 1.8 million people According to Kantar, they stopped buying clothes at a discount.

In January of recent years, which is a typical sales classic, the weight of expenses incurred decreased from From 53.1% in 2022 to 44.6% in 2023, with a loss of 8.5 percentage points in just one year. However, although January sales lost a percentage of total sales for the month, total turnover for January 2023 was 13.6% higher than the previous year.

This growth gives Kantar clues about how consumers and distributors are behaving. And the consumer sees limited the very important part of the area in which you can buy clothes at a discount, since retailers allocate part of it to “new collections,” they explain.

Sales, especially in January, have become a deeply rooted tradition in our country, and although overall spending on sales has fallen recently, consumers love to shop, which causes The share of the Internet in January 2023 will be 21.7%.That’s down one point from January 2022, with 527,000 fewer customers, according to Kantar.

In January 2023, the average spend per customer on discounted clothing was 78.38 euros, and this figure, according to Kantar, will decrease this year. According to Rosa Lopez, Fashion and Beauty Director, Kantar Worldpanel“The growth of new low-cost online operators is very aggressive, and the budget affordability of consumers is reduced due to high inflation and the spending priorities of each of them. All this will certainly affect sales in January this year.”