After the arrival of the Magi from the East, one of the more traditional discount periods to date: the January sales. Although this time of year is less and less expected by buyers, who already take advantage of the price drops on Black Friday or Cyber Monday to make their Christmas purchases cheaper.
This year, specifically, the budget is reduced by 3.33%, going from the 96.34 euros earmarked in 2020 to the 93.13 euros that will be used this year, according to the latest iAhorro Report on Winter Sales. The decrease compared to 2019 is greater, since the budget that year reached 99.34 euros.
If we analyze the data by autonomous communities, the Basques and Catalans are the ones who will save the most this time. The average budget for sales in the Basque Country falls 6.81 euros and that of Catalonia, 6.31 euros compared to last year.
It seems that more and more the famous sales period is losing steam year after year. Specific, 58.90% of those surveyed think that there are other better alternatives to buy than the traditional winter sales and only 30.23% consider that it is possible to find good opportunities.
According to the financial expert of iAhorro Antonio Gallardo, this “would be related to the growth of electronic commerce.
Especially from giants like Amazon, where discounts are very punctual. In fact, the percentage of those who think that they do not buy following any discount formula is growing, going from 6.88% to 10.87% “.
The coronavirus diminishes the prominence of sales in physical stores
If in the previous sales period, physical discounts accounted for 21.78% of purchases compared to 13.93% that online sales, this time, 17.72% will buy in a physical store on sale and 17.04% will do so online. This change in trend was already perceived during Black Friday, when for the first time the online modality gained special relevance due to mobility restrictions and customer preferences for trying to avoid the masses of people due to the Coronavirus pandemic.
However, outlets still get a good chunk of the pie, and although they lose strength compared to the previous data, buying in physical outlets and online accounts for 32.34% and 27.32% respectively of buyers. In this sense, the Galicians bet on the traditional outlet above other communities, while the Valencians are the ones who will resort the most to the online outlet.
The Christmas gift, the most used to finance purchases
The habits when it comes to financing our purchases have changed the least on this occasion, with the exception of Christmas gifts. The money obtained from Christmas gifts for this purpose increased 2.48% compared to the previous period, while the earnings for the month or card financing fell 1.23% and 1.36% respectively. So 18.12% will pay with what Santa Claus or the Three Wise Men give them, 33.20% with their income for the month and 30.11% financing it with a card.
In spite of everything, according to David Urbano, Imagin Chief Marketing Officer, “The payment method is something personal, each one decides how they prefer to pay based on their needs. If you normally use the credit card and depending on how you have it configured, the January invoice may be high due to purchases of Christmas. So you might want to postpone your rebate payments to February. ”
According to the iAhorro study, Valencians are the ones who make the most use of savings for these purchases, Asturians and Aragonese choose to use the income of the month and Extremadura are those who use the card the most to finance their expenses.