A war of brands and promotions is activated amid the fall in consumption

10 years after the first Hot Saleand in the countdown to the next edition, brands prepare a battery of promotions to combat the fall in consumption. With offers up to 70%, 2×1 and installments, seek to reverse the sales results of the first months of the year after the impact of the devaluation and get rid of stock.

The Argentine Chamber of Electronic Commerce (CACE), the organizing entity, anticipates a strong competition among the almost 1,000 companies that will participate of the online discount marathon, the most important event in the sector’s commercial calendar, along with CyberMonday, which will take place from May 13 to 15.

“To be part, they have to meet conditions, among them, that the reduction is real. There will be 15,000 ‘megaoffers’‘, whether through bank promotions, discounts, 2×1, installments with and without interest, or logistical benefits; in addition to ‘bomb offers’, exclusive for those who subscribe,” he anticipated Andres Zaiedpresident of the CACE.

“This Hot Sale occurs in a different situation than last year, when there was more demand than supply. This time, it’s the other way around. The brands They are going to go out to look for the consumer. He who plays lukewarm, loses it. That’s why, We expect competition to increase. with aggressive offers,” he said. Gustavo Sambucettiinstitutional director of the chamber.

Due to the weight of financing in purchases, The possibility of filtering by means of payment was incorporated. In addition to Orange, MODO and Mercado Pago joined as sponsorsin the midst of the dispute that broke out in recent days. “They will offer exclusive financing. “Consumers asked us to simplify the search,” said Sambucetti in relation to this novelty, adding that it is part of the industry’s challenge to reinvent itself.

In the attempt to get rid of inventories that they could not sell, more brands see e-commerce as an opportunity. With an increasingly federal catalog, 984 joined (versus 950 in 2023), with an average of 276 for each region, with growth in the Central, Atlantic, Cuyo, Litoral and South zones. Outside the CACE, other brands will launch their own discount campaigns or offer promotions through platforms such as Storecloud and Free market.

At the chamber event, there will be 11 categories: electro and tech, travel, furniture/home/deco, clothing and footwear, sports and fitness, supermarket, health and beauty, motorcycles and cars, babies and children, services and miscellaneous. All areas are represented today. The pioneers were tourism and electronics and household appliances. In the pandemic, those linked to food became strong. Today, everyone is growingwithout that meaning a detriment to others,” Sambucetti explained.

The last Hot Sale had a turnover of $86,000 million during the three days that the event formally lasted, which was then extended until the following Sunday. The official site received 4.7 million visits, moved $20 million per minute and 7.2 million products were sold11% more than in 2022.

Taking into account that 1.4 million new online buyers were added in 2023 and six out of 10 make at least one digital purchase per month, the sector is confident that There will be a high level of participation. The CACE advises sellers to read the situation to understand what the public demands. “That level of user concentration does not happen every week. We estimate that In the three days, sales equivalent to a month, month and a half are made“said Zaied.

With consumers increasingly paying attention to prices and doing their research beforehand, in advance Searches were triggered. “They spend more time comparing across multiple channels. Brands have to be closer than ever to buyersunderstand their needs and offer experiences accordingly,” he explained Evangelina SuarezRetail Commercial Director for Google Argentina.

Regarding consumer trends, 20% plan to buy products in more than one category, with “Technology” and “Apparel” on the podium, concentrating 55%, according to a Google survey. They are followed by “Furniture/Deco/Remodeling/Construction”, with 13%; “Food and Beverages”, with 12.7%; “Tourism and travel”, with 12.2%; and “Beauty and personal care”, with 10%.

Considering that, according to Kantar Insightseight out of 10 buy their favorite brands only if they have discounts, 70% are willing to buy in a new store for the first timewhile 57% highlight the price-quality relationship as the main reason behind the decision.