Until 2012, the law marked two periods of annual sales and no trade might skip them. But one reform of the Government of Rajoy gave the stores freedom to decide when they made sales and for how long. However, in Spain it is still a tradition that shops, particularly fashion chains, launch their discount campaigns during or following Christmas. If traditionally the sales They started on January 7, currently each brand follows its own calendar. They usually last until the beginning or end of March, depending on the business and the community.
According to the Spanish Confederation of Commerce (CEC) It will be an “intense but short” campaign, which will concentrate a large part of its sales in these first two weeks. “The liberalization of the sales periods has made distort the original concept“, explained the president of this retail trade association, Rafael Torres, in a statement.” Now they are done discounts all year and this has repercussions in sales campaigns, which have a foam effect, fast but very brief, “he stated.
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In fact, according to a study by the Catalan employers’ association for small and medium-sized companies Pimec, solo four out of ten businesses who planned to make discounts sometime around Christmas they have waited until following Reyes. Also this entity has been confident that the sales have just put the finishing touch to “a campaign of Christmas that went well, without throwing rockets either“, according to the president of Pimec Comerç, Àlex Goñi.” We did not have them all, because as the virus has rebounded, people are not calm, they gather less and all that tarnishes the festive spirit, which later shows at the time to buy “, has detailed.
The data from the CEC barometers reaffirm this analysis: the figures of billing of the Christmas campaign have been the 15% lower to those of 2019, when the initially estimated drop was 10%. All in all, Spaniards will spend on average 339 euros in the sales of January this year, an increase of more than 47% compared to the 230 euros they spent last year, and an increase in spending compared to 2018, when it stood at 278.3 euros, according to a study by the IO Research institute for Securitas Direct.
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