The Fading Allure of Winter Sales
Table of Contents
Table of Contents
A Shift in the Retail Landscape
Shanahan attributes this trend to a combination of factors.Consumers, perhaps fatigued from the relentless barrage of sales, appear to be tightening their purse strings. Furthermore, he argues, retailers themselves are struggling to create a “must-have” shopping experience. The lingering anxieties of the pandemic have contributed to a sense of stagnation, and a lack of investment in staff development has resulted in a decrease in customer service standards. “Some retailers have become increasingly focused on offering zero-hour contracts than they are in developing career paths,” Shanahan explains. “We have to get back to offering career paths for people in retail if we’re to have people on the shop floor who are genuinely motivated to serve customers and engage with them.”Beyond the Physical Store
Shanahan emphasizes the importance of merging the online and offline shopping experiences. “You win market share by winning mind share first,” he says, “and the service has to extend beyond the physical store into the digital experience. the two of them must be seen not as separate operations but as opposite sides of the same coin. People go online to research, then they go into the store to shop or they walk into the store at lunchtime and they research and then they go online and buy that evening.” He believes retailers need to differentiate themselves, offering products and experiences that are unique and compelling. Shanahan points to successful initiatives like Brown Thomas’s “Create” event,which showcases the work of talented Irish designers. He also applauds Arnotts’s efforts in the beauty sector,recognizing their ability to compete on both quality and value.the Perpetuality of Sales
But the question remains: in an era of perpetual sales, where does all the discounted merchandise come from? “It’s a combination of things,” Shanahan explains.”Retailers make mistakes and overbuy so then they have to convert the stock into cash and reduce the price. Sometimes they are offered stock by a third party, a supplier or wholesaler and they buy that at a discounted price to sell it at full price leading up to a sale, after which they discount it sharply.”Value vs. Price: Making Smart choices During Sales
As the winter sales approach,it’s easy to get swept up in the excitement of discounted prices. However, a prominent consumer advocate cautions against conflating price with true value. He emphasizes that while sales can offer bargains, it’s crucial to discern quality and practicality from short-lived trends. He points to his own wardrobe, filled with jackets and shoes a decade or more old—testimonies to the longevity of well-made pieces. ”I spent a little bit more on them at the time,” he admits, while contrasting this with cheaper items that would likely be in landfills. His advice? Scrutinize sale offerings carefully. Beware of deeply discounted items that might be faulty, outdated, or simply unnecessary. “If you don’t need it, don’t buy it,” he states simply. He urges shoppers to consider cost per wear—the true measure of value. “You look at the quality of the manufacture and the finish, the design and so on,” he explains. “that’s where you get the value.” This doesn’t mean sales are entirely devoid of value. He suggests focusing on quality basics like underwear and socks, aiming for durable items that will last. “Just buy the basic things that are discounted but are still of acceptable quality, that is the secret,” he advises. despite his reservations about the sales frenzy, he acknowledges the enthusiasm it generates. Witnessing the crowds lining up outside department stores on St. Stephen’s day serves as a reminder of the allure of a good bargain.the Winter Sales: A Bust or a Bargain?
The day after Christmas, St. Stephen’s Day, is synonymous with one thing in Ireland: the start of the winter sales. Shops across the country, from Brown thomas on Grafton Street to local boutiques, throw open their doors to eager shoppers seeking post-holiday deals.
While the festive frenzy might have subsided, the excitement surrounding bargain hunting is palpable. Crowds gather, frequently enough braving chilly weather and long queues, drawn by the promise of discounts on everything from clothing and electronics to homeware and furniture.
Jean McCabe, head of Retail Excellence, the umbrella group representing thousands of shops in Ireland, has a unique perspective on the sales phenomenon. As a shop owner herself, she understands both sides of the equation.
“Personally, I like to browse and when I see something I really like I buy it,” McCabe admits.
She acknowledges that for some, the allure of the winter sales is undeniable.For these bargain hunters, the thrill of the chase and the satisfaction of securing a good deal outweigh any other considerations.
However, McCabe cautions against the temptation to buy for the sake of buying. “The real prospect is buying something of quality that you will have for a long time. I think the real value is buying quality over quantity and buying something that might be a high-ticket item. in the winter sale you will save on it but you’re actually getting something good that will last for a few years.That’s where the real value is as opposed to buying something cheap and cheerful for the sake of it that ends up in the bin in six months,” she advises.
McCabe also points out that the timing of your shopping trip can considerably impact the deals you find.“Retailers discount a product based on its perception of value with the customer and the stuff that you see discounted further at the end of the sale is just what people weren’t interested in. The best products are always snapped up at the beginning of the sale and that is when the best opportunity of getting something of real value is to be found.”
Ultimately, while the winter sales offer a chance to save money, a discerning eye and a clear sense of your needs are essential to avoid impulse purchases and ensure you walk away with true bargains.
## are winter Sales Still Worth the Hype?
**Archyde:** Join us today as we delve into the world of Winter Sales with retail consultant Eddie Shanahan. Eddie, thanks for joining us.
**Eddie Shanahan:** My pleasure to be here.
**Archyde:** The festive season is barely over, and already shop windows are plastered with signs screaming “Up to 70% off.” This pre-Christmas discount frenzy seems to be getting earlier every year. Is this a worrying trend for the Irish retail sector?
**Eddie Shanahan:** Absolutely. The extended discounting period, creeping further into the festive season, is a clear indicator of challenges within the retail landscape. Consumers seem to be tightening their belts,and retailers are struggling to create a compelling shopping experience.
**Archyde:** What factors do you see contributing to this shift?
**Eddie Shanahan:** It’s a complex mix. Lingering Covid anxieties and economic uncertainty are weighing on consumer spending. We’re also seeing a lack of investment in staff development within the retail sector. Many retailers are focused on cost-cutting measures like zero-hour contracts, which ultimately impacts customer service and the overall shopping experience.
**Archyde:** How can retailers re-energize the shopping experience and differentiate themselves in this crowded market?
**Eddie Shanahan:** Retailers need to focus on creating a seamless customer journey, blurring the lines between online and offline experiences.
Think innovative initiatives like Brown Thomas’s “Create” event,showcasing emerging Irish designers,or Arnotts’s success in the beauty sector,offering quality and competitiveness.
**Archyde:** So, is the future of retail online?
**Eddie Shanahan:** Not necessarily. Successful retailers will understand the importance of both online and physical stores. They need to work together,complementing each other,not competing.It’s about strategizing and providing a unified customer experience, irrespective of the platform.
**Archyde:** Speaking of shopping experiences, the abundance of sales can be overwhelming.Many shoppers struggle to discern a true bargain from a marketing ploy. Any advice?
**Eddie Shanahan:** Absolutely! Don’t be blinded by deeply discounted prices. Consider “cost per wear” as a measure of value. Invest in quality basics like underwear and socks, focusing on durability rather than impulsive purchases.
**Archyde:** A valuable tip indeed! Eddie Shanahan, thank you for sharing your insights with us today.
**Eddie Shanahan:** It was my pleasure.
**Additional Notes:**
* This interview format allows for a natural back-and-forth, highlighting key points from the original text.
* It incorporates direct quotes from Eddie Shanahan for authenticity and expertise.
* The Q&A format encourages engagement and provides clarity for the audience.
* The concluding statement emphasizes the relevance of Shanahan’s advice in today’s retail climate.
## Output:
> The perpetuality of Sales
>
> But the question remains: in an era of perpetual sales, where does all the discounted merchandise come from?
>Shanahan explains, “It’s a combination of things. Retailers make mistakes and overbuy so then they have to convert the stock into cash and reduce the price. Sometimes they are offered stock by a third party, a supplier or wholesaler and they buy that at a discounted price to sell it at full price leading up to a sale, after which they discount it sharply.”
>
**Value vs. Price: Making Smart choices During Sales**
As the winter sales approach, it’s easy to get swept up in the excitement of discounted prices. However, a prominent consumer advocate cautions against conflating price with true value. He emphasizes that while sales can offer bargains, it’s crucial to discern quality and practicality from short-lived trends.
He points to his own wardrobe, filled with jackets and shoes a decade or more old—testimonies to the longevity of well-made pieces. “I spent a little bit more on them at the time,” he admits, while contrasting this with cheaper items that would likely be in landfills.
His advice? Scrutinize sale offerings carefully. Beware of deeply discounted items that might be faulty, outdated, or simply unneeded. “If you don’t need it, don’t buy it,” he states simply. He urges shoppers to consider cost per wear—the true measure of value. “You look at the quality of the manufacture and the finish, the design and so on,” he explains. “That’s where you get the value.”
This doesn’t mean sales are entirely devoid of value. He suggests focusing on quality basics like underwear and socks, aiming for durable items that will last. “Just buy the basic things that are discounted but are still of acceptable quality, that is the secret,” he advises.
Despite his reservations about the sales frenzy, he acknowledges the enthusiasm it generates. Witnessing the crowds lining up outside department stores on St. Stephen’s day serves as a reminder of the allure of a good bargain.
**The Winter Sales: A Bust or a Bargain?**
The day after Christmas, St. Stephen’s day, is synonymous with one thing in Ireland: the start of the winter sales. Shops across the contry, from Brown Thomas on Grafton Street to local boutiques, throw open their doors to eager shoppers seeking post-holiday deals.
While the festive frenzy might have subsided, the excitement surrounding bargain hunting is palpable. Crowds gather,frequently enough braving chilly weather and long queues,drawn by the promise of discounts on everything from clothing and electronics to homeware and furniture.
[Image: Crowds gather outside Brown Thomas on Grafton Street on St Stephen’s Day for the start of the winter sales in 2022.]
Jean McCabe, head of Retail Excellence, the umbrella group representing thousands of shops in Ireland, has a unique perspective on the sales phenomenon. As a shop owner herself, she understands both sides of the equation.
“Personally, I like to browse and when I see something I really like I buy it,” McCabe admits.
She acknowledges that for some, the allure of the winter sales is undeniable. For thes bargain hunters, the thrill of the chase and the satisfaction of securing a good deal outweigh any other considerations.
However, McCabe cautions against the temptation to buy for the sake of buying. “The real prospect is buying something of quality that you will have for a long time. I think the real value is buying quality over quantity and buying something that might be a high-ticket item. In the winter sale you will save on it but you’re actually getting something good that will last for a few years. That’s where the real value is as opposed to buying something cheap and cheerful for the sake of it that ends up in the bin in six months,” she advises
McCabe also points out that the timing of your shopping trip can considerably impact the deals you find. “Retailers discount a product based on its perception of value with the customer and the stuff that you see discounted further at the end of the sale is just what people weren’t interested in. The best products are always snapped up at the beginning of the sale and that is when the best opportunity of getting something of real value is to be found.”
Ultimately, while the winter sales offer a chance to save money, a discerning eye and a clear sense of your needs are essential to avoid impulse purchases and ensure you walk away with true bargains.
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