October 21, 2020

The commercial pull of "Black Friday" deflates

The commercial pull of "Black Friday" deflates



The commercial pull of "Black Friday" or Black Friday, the discount campaign that takes place in November and that the trade imported from the United States to encourage sales in times of crisis, is losing steam, according to the INE, which reflects that Business increases are getting smaller.

Thus, in November of this year retail sales (excluding service stations) rose by 1.5%, while in 2017 they increased by 2.9%, in 2016 by 4.2%, in 2015 on 4, 6% and in 2014 2.8%.

In the case of articles of personal equipment (fashion and accessories), the sector invoiced this year in November 1.7% more, compared to the increase of 5.2% in 2017, of 5.6% in 2016, of 5, 4% in 2015 and 6.7% in 2014.

With regard to household equipment (which includes furniture or household appliances), retail sales have grown by 4.4% in 2018, while in 2017 they increased by 8.6%, in 2016 by 5.7%, in 2015 8.3%, and in 2014 2.4%.

By commercial formats, the one that has benefited least from this phenomenon has been the small commerce, whose sales fell by 0.1% in November. In 2017, they rose by 0.2%, in 2016 by 2.8% and in 2015 by 3.9%.

As explained to Efe sources of the Spanish Confederation of Commerce (CEC), the "democratization" of "Black Friday" has made this campaign, which now is the kick-off for Christmas shopping, "has reached ceiling of some shape".

However, from the confederation that defends the small business, they trust that as a result of a Black Friday looser than last year, "the Christmas and Kings campaign will be better and sales will be exceeded, with an estimated growth in the around 3% year-on-year ".

"We come from a very complicated months in which there has been a slowdown in consumption, and the whole of the year will undoubtedly be worse than in 2017. Above all, there is concern about what may happen after Reyes, before the great political uncertainty, since we know that consumer confidence is key and directly influences trade sales, "the CEC has warned.

In the case of large chains (such as Zara), sales rose by 2.8% in November this year, compared to increases of 6.6, 5.3 and 6.6%, respectively, in the three preceding years.

The same has occurred in the case of large stores, whose sales have gone from growing at rates between 6 and 3.7%, this year has risen 2.4%, according to data from the National Institute of Statistics ( INE).

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