We have lost interest in the sales. This is according to the latest report by the consultancy firm Kantar, which states that the sales period is no longer attractive to consumers.
We have become more conscious and more aware of our impact on the environment. "The tendency to buy less and only when necessary, the messages we receive from organisations and brands or the consolidation of low-cost retailers invite less emotional purchases and make the traditional sales less attractive," says the consultancy firm. Some of these reasons were especially accentuated during the pandemic period and the following years have served to reaffirm them, with an increased awareness of the message in favour of sustainability and how individual actions can affect it.
"The sales seem to be becoming less attractive to consumers, as fewer and fewer garments are being purchased under this claim of low prices," explained Kantar Worldpanel. During the past 2023, more than 1.8 million people have stopped buying a sale garment.
Kantar points out that some low-cost retailers such as Shein, Zeeman or Pepco have satisfied this need to "buy at low prices" at any time of the year, without having to wait for a specific time. To this, we must add the long list of promotions and actions that are carried out throughout the year. Black Friday has gone from being celebrated on just one day to being extended throughout the month of November. Yesterday, brands celebrated with discounts on what used to be the saddest day of the year: Blue Monday. And Single Day has already crossed the borders of the Asian continent and is already on the horizon in Europe, and of course, here in Spain.
In January 2023, the average spend per shopper on discounted clothing was €78.38, according to Kantar, a figure that is set to fall this year. According to Rosa López, Fashion & Beauty Business Director at Kantar Worldpanel, "the growth of the new low-cost online operators is very aggressive and the availability of consumers' budgets has been reduced by high inflation and the spending priorities of each one of them. All of this will surely have an effect on sales shopping this January".