The second markdown, which arrived on Wednesday, January 27, 2021, could breathe new life into the winter sales, the first week of which was spent in a gloomy atmosphere.
A third of the people who will do the sales will do them from the third markdown
Almost all traders admit it: the turnover achieved since the start of the 2021 winter sales is far from those that could have been recorded in previous years. This, already after a sharply declining year in 2020: according to the Trade Alliance, the decline in activity stood at -26% over the past year.
But the second markdown, which arrived on January 27, 2021, could change things somewhat. According to a YouGov survey, 59% of French people plan to make purchases during the sales. At the same time, according to a study carried out by Eulérian, a French company specializing in the analysis of data (shopping, behavior, etc.) in real time, 33% of French people plan to make the sales from the second markdown. There is therefore a “reservoir” of customers potentially interested in the sales, but who were waiting for the right moment to take the plunge.
For 1 in 2 consumers, the advertisements do not correspond to their tastes
According to the same study, among these customers, 35% plan to spend between 100 and 200 euros, 26% between 200 and 400 euros and 25% between 0 and 100 euros. Half of the French who do the sales will favor sales on the Internet for fear of catching or transmitting the Covid-19.
So, between the different businesses that have the sales, how do consumers make the choice? While 55% of consumers believe that the ads do not match their tastes, 58% admit being influenced by their friends, family and loved ones, 44% are influenced by a discount code and 30% are influenced by a press article .