Bonial, a media and technology company for commerce, with the help of OpinionWay, wanted to take the opportunity of the summer sales to draw up an inventory of the consumers who participate in this operation and in particular in the second markdown.
Within the framework of this study, Bonial also measured the promotion thresholds triggering purchases by category of articles, but also the level of erosion of participation in sales over the past 10 years.
36% of consumers wait for the second markdown to go on sale
Participation rate
While 61% of consumers plan to make purchases during the summer sales, 36% want to wait for the second markdown to make good deals.
Women at the forefront
But the purchasing behavior of the female or male sex has its own peculiarities. In this case, 65% of women say they intend to participate in the sales compared to 58% among men. Moreover, 41% of women will participate in the second markdown once morest only 32% of men.
Strong regional disparities among non-participants
While retailers are multiplying commercial highlights and promotions throughout the year, it should be noted that those less keen on sales are more numerous in the north-west (46%) and in the south-west ( 45%). For their part, 31% of the inhabitants of north-eastern France and 37% of Ile-de-France residents will not benefit from this period of falling prices.
The erosion of sales participation for a decade
Erosion participation
Despite a context marked by rising prices, 6 out of 10 French people say they do less on the sales than 10 years ago. This behavior is also all the more marked in women than in men and also in CSP- (see slides 11 to 16 of the complete study that you can download). The erosion of participation in sales over the past 10 years can be explained by the multiplication of commercial highlights throughout the year, in the format of “private sales” for example.
Promotional threshold triggering purchase: strong expectations
Promo threshold
In this context of great uncertainty regarding their purchasing power, the search for the best prices and promotions remains central for the French, especially during the sales period. Admittedly, the French do not have the same sensitivity to the reduction percentages depending on the sectors covered in the study. But it should be noted that in general, the average expectation of percentage of purchase trigger promotion amounts to 40% across all categories. For their part, fashion and accessories buyers are proving to be even more demanding with a purchase trigger threshold close to 50%, namely 47%.
Methodology
Sample of 1005 French people aged 18 and over, representative of the French population aged 18 and over. The sample was interviewed by self-administered online questionnaire on the CAWI (Computer Assisted Web Interview) system. The interviews were carried out from July 3 to 4, 2023. The sample was formed according to the quota method, with regard to the criteria of age and region of residence.
About Bonial: Bonial is a media and technology company for commerce and distribution. Bonial promotes store offers on digital. Millions of consumers thus prepare their purchases with Bonial. Founded in 2008, the company has more than 350 employees in its offices located in Berlin and Paris. For more information, please visit
1688693164
#Sales #French #people #waiting #2nd #markdown #PACAs #economic #political #letter
