The last weeks of the year are marked by an increase in consumption due to the proximity of Christmas dates, but with the particularity that the coronavirus pandemic will mark purchases. The virus has modified consumer habits and will drive the increase in digital operations while it will be necessary to see how Spaniards react to a worsening of confidence due to uncertainty and the reduction of income in many households. Brands also change patterns and have already called several sales appointments over the next few days in order to advance acquisitions for Christmas. The discount calendar has dates in red like next November 11, Singles Day; November 27, central day of Black Friday or November 30, Cyber Monday.
However, a large part of the shops extend the pre-Christmas sales campaign throughout November or with special discounts during the week before Black Friday. Due to the decline in consumption, some firms have launched offers even in October to attract buyers and free up the stored stock. For example, Fnac’s Black Friday campaign will last from November 2 to 29 with the aim that customers advance their purchases and thus avoid crowds.
Almost all large chains will also join Black Friday, but also smaller stores, as is customary in recent years. Last year, El Corte Inglés came ahead a week earlier with discounts on electronic items and during the last weekend of November it launched discounts in almost all categories. For its part, Amazon announced last year the “biggest Black Friday in its history” with thousands of new promotions for a week. In Inditex they usually offer only one day of sales that coincides with Black Friday and that begins at 10 pm on the previous day on the internet. In other years, discounts have been 20% in Zara, Massimo Dutti and in the rest of the brands of the Galician group.
From the OCU consumer organization they recommend being attentive to whether the discounts offered by the firms are real or not and warn that in 2019 only 17% of the products fell in price compared to the 29% that became more expensive. To avoid these deceptions, the OCU recommends keeping track of the products you need and comparing before you buy. Over the next few days, the organization itself will monitor the prices of more than 2,500 products in more than 85 establishments to control their real evolution one month before the celebration of Black Friday.
Protagonism of online commerce
Despite measures to avoid crowds at street level, consumers prioritize purchases through the internet. In a study carried out by Privalia, it is concluded that 89% of the day’s purchases will be through the Internet and that only 11% will be made in physical stores. From the same report it is extracted that half of the Spanish believe that there will be discounts of a greater amount than last year due to the accumulation of ungreen merchandise and the need to reactivate consumption.
Likewise, from Privalia they are optimistic and establish that after months of spending containment, “Spaniards will recover late purchases” with 19% who plan to spend more than 300 euros during this sales campaign. Discounts (83%) will be the main driver of consumption, while other aspects valued by consumers will be free shipping (34%), product quality (29%) and the possibility of return (20%).