The summer 2024 sales are coming earlier, if possible, than in recent years. While waiting for Zara, Inditex’s flagship, to begin its summer discount season today at ten at night and tomorrow in stores, the rest of the companies in the sector have been filling their stores and shop windows for weeks. of promotions.
Sources in the sector attribute this flood of discounts to the evolution of sales in recent months, which has not been as good as initially expected. Despite the heat with which June has ended, The month began with low temperatures and rain, which meant that buyers did not yet purchase summer clothing. at full price.
Companies like Tendam, owner of chains such as Cortefiel or Women’secret, began its sales on June 13, with discounts that reach up to 60%. Mango has also been encouraging customers for weeks with early discounts, just like H&M, with its stores already full of promotions.
Tendam, Mango or H&M activated their discounts weeks ago
Various operators in the sector They point to a record sales campaign, not so much in sales volume as in the quantity of product offered. The 2024 summer sales come at a time when the weight of discounts and promotions has been reduced in the Spanish shopping basket.
According to Kantar data, in 2019the weight of discounted items on the total market value in the clothing textile category stood at 45%. In 2020, in the midst of the pandemic crisis, this percentage rose to 45.9%, a development motivated by the need for operators to sell off the stock accumulated due to the closure of stores and the halt in purchases.
In 2021, however, the situation began to reverse. The weight of discounted items on the total market fell to 36.7%, a percentage that rose to 33.8% in 2022 and It was reduced to 30.3% at the end of 2023.
24% of consumers say in 2023 they will have difficulty making ends meet (compared to 17.6% in 2020), and 38.2% say they have left some fashion and beauty products due to their price (compared to 34.9% in 2020). In parallel, satisfaction with buying cheap is on the rise: 81.7% declare they feel proud or happy for buying clothes at a good price (compared to 77.4% in 2020).
