Are the winter sales “in crisis”? This year, 27% of French people, or more than one in 4 French people, are giving up winter promotions, compared to 19% compared to 2021, according to an Ifop survey carried out for the company Spartoo. Despite promises to be significant discounts, the decline in the overall purchasing power of the French has a lasting impact on their consumption.
For the same reasons, up to 30% of French people will reduce their budget devoted to sales this winter, compared to only 3% who plan to increase it. The remaining 40% do not plan to change their habits. This is 14 points less than in 2021, and 1 less than in June 2023. However, these figures must be put into perspective since more than half of French people (55%) have not set a budget for these sales.
Towards useful purchases
We see, beyond the quantity and amount of products purchased, a change in the intentions of buyers. In fact, nearly 7 out of ten French people will opt more for so-called “useful” purchases than so-called “pleasure” purchases. A trend which also reflects the problem of the decline in purchasing power in France.
In addition to inflation, the disinterest of some French people in sales could also be explained by the numerous promotions offered throughout the year. According to Pierre Talomon, president of the national clothing federation, interviewed by our media colleagues Larkwith Black Friday which takes place in November, or the private Christmas sales which shortly precede the winter sales period, consumers would thus be “tired of incessant discounts”.