#CPOpinion | Summer sales: a commercial tradition in crisis, by Juan Carlos Insa

#CPOpinion | Summer sales: a commercial tradition in crisis, by Juan Carlos Insa
#CPOpinion | Summer sales: a commercial tradition in crisis, by Juan Carlos Insa

Summer sales, a commercial tradition rooted in our society, are now at a crossroads. The deregulation of the sector has led to a complex scenario which, far from benefiting all the actors involved, has generated a series of imbalances that deserve deep reflection.

The abolition of fixed sales periodsby eliminating references to the winter and summer seasons, was intended to make the market more flexible and adapt it to new commercial realities. However, this measure It has had unforeseen consequences that particularly affect small businesses..

On the one hand, we observe how the big commercial chainswith its economic and marketing power, continue to set the pace for salesThey maintain, and even bring forward, traditional periods, taking advantage of the popularity that these campaigns have always had. This situation highlights the asymmetry that exists between large and small retailers.

He small businessa fundamental pillar of our cities and towns, is in a disadvantageous positionWithout the ability to run large advertising campaigns or to maintain tighter profit margins over long periods, these businesses are forced to follow the lead of large retailers, at the risk of losing competitiveness.

The liberalisation of sales, which in theory should encourage competition and benefit the consumer, has in practice created a “permanent sales” scenario that dilutes the original concept of this commercial practiceConstantly bombarded with offers and promotions, consumers can lose perspective on the real value of products and the ability to discern between a real opportunity and a marketing strategy.

Furthermore, this situation raises questions about the sustainability of the consumption model. Continuous sales can encourage excessive consumerism, with both economic and environmental implications that should not be overlooked.

It is therefore crucial to find a balance that allows the vitality of the commercial sector to be maintained, while protecting the interests of small traders and consumers. It may be necessary to rethink the regulatory framework, not to return to the previous rigid model, but to establish rules of the game that guarantee fair and sustainable competition.

In any case, consumers should be aware that, Even during sales periods, they have the right to demand quality and to complain about any irregularities.. Price reductions cannot be detrimental to consumer rights or product quality.

For its part, Retailers must understand that sales are not a license to get rid of unsaleable stocks or to deceive the consumer with false offers.Honesty and transparency should be the foundation of any business strategy.

In conclusion, the debate on sales goes beyond a mere commercial issue. It involves reflecting on our consumption model, on the sustainability of our commercial practices and on the type of cities and communities we want to build. It is time for all the actors involved – administrations, retailers and consumers – to sit down and discuss in order to find a model that benefits everyone and contributes to fairer, more sustainable and balanced trade.

Summer sales can remain a tradition, but one that evolves and adapts to the new times, without losing sight of the principles of fairness and sustainability that should guide our business practices. Only in this way can we ensure that this business practice remains beneficial to all and does not become a battlefield where only the strongest survive.

The author is a lawyer specializing in consumer affairs

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