The statistics show a downward trend and that is why the large retail chains worked on the design of special promotions and extended hours during the particular final week of the year.
Tomás Modini
@ModiniTomas
The holiday season usually has a lot of movement of people in wholesale businesses, such as large supermarkets and shopping malls, but also in neighborhood businesses and stores. Although the consumption indicators for the year are not the best, an increase is expected due to the Christmas and New Year celebrations.
According to a report by the consulting firm Scentia, consumption registered a year-on-year drop of 20 percent in November, with a slight recovery of 1.5% compared to what was in October. This panorama poses an important challenge for the retail sector, which will close the year with one of the most pronounced falls of the last two decades but with the hope that the small growth will expand with the holidays.
Traditional promotions and extended hours
This is why, in the framework of the end-of-year festivities, supermarkets and shopping malls implemented a series of strategies in recent days to stimulate consumption. Among the most notable are traditional promotions, such as discounts and special offers, combined with extended hours that seek to attract last-minute buyers.
Supermarket chains focused their proposals on key categories such as food and drinks for celebrations, toys for children’s gifts, clothing, and items related to Christmas bonuses. These initiatives aim to facilitate shopping and motivate consumers who await the final discounts for the purchase of gifts and essential products.
Nighttime strategies
On the other hand, supermarkets such as Chango Más, Coto and Carrefour reinforced their usual nighttime offers to encourage purchases during times with less attendance. For example, Chango Más organizes the “Night of Offers”, with discounts of up to 70 percent, 2×1 promotions and extended hours until 2 in the morning. Coto, for its part, implemented its “Digital Nights,” offering up to 60 percent off selected products. And Carrefour expanded its “Black Carrefour” with 2×1 promotions and discounts of up to 80 percent on the second unit.
Shopping centers also adjusted their commercial strategies to a certain extent to attract customers. Some shopping centers such as Alto Palermo, Abasto, Alto Avellaneda and Dot Baires extended their hours until 11 p.m. and held the “Night of the Shopping Centers” on December 23, with opening until 4 a.m.
In addition, buyers who upload invoices to the IRSA application will participate in raffles for $150,000. This is an Argentine real estate company that is the only real estate company listed on the Buenos Aires Stock Market. As a benefit for the holidays, it allows its shareholders and bondholders to access benefits at the company’s shopping centers. The growth of online consumption
It should also be noted that, while sales in physical stores are declining, e-commerce showed remarkable growth. Recent data revealed that more than half of the transactions included some type of promotion, with the clothing, health, beauty and home categories being the most popular and chosen.
In addition, credit cards were consolidated as the preferred payment method, representing 65% of transactions. This undoubtedly shows that consumption is possible, in part, due to the possibility of dividing payments and making them in a certain number of months.
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