黑色星期五。生活成本危機可能衝擊銷售高峰

4天前
黑色星期五。生活成本危機可能衝擊銷售高峰

這是三年來第一個沒有實施Covid限制的節日期間,因此前往商店購物的人數預計將比2021年有所增加。

"他說:"不可避免的是,我認為我們將看到的是消費者對他們的消費更加謹慎。

Springboard的營銷和洞察力總監Diane Wehrle說,對於許多人來說,這將是第一次有機會看到高街和購物中心在聖誕節期間亮起來,因為許多人在封鎖期間沒有去。

但她也警告說,這些購物者將尋找一個難得的便宜貨。"她說:"人們將試圖超越11.1%的通貨膨脹率。

"她說:"我使用價格追蹤器,可以看到我想要的一些東西提前便宜了,大約在銷售前四到六周,所以我在那時左右進行聖誕購物。

她說,她所有的家庭賬單都在上漲。現在購物感覺是一種奢侈,而她覺得自己應該節約。

黑色星期五已經從十年前的一天購物狂歡,演變成了持續一周的優惠。消費者組織Which? 發現,2021年黑色星期五的許多折扣在一年中的其他時間也可以找到。

他說,成本和利率的上升不僅擠壓了低收入家庭,"而且危機也在向中產階級蔓延"。

IMRG的分析師Andy Mulcahy分析了11月第一周的數據,當時許多大型零售商在網上推出了他們的黑色星期五交易,看看他們是否會對零售業在周五的表現提供線索。

但他說。"電子產品,零售商主要集中在觀看世界盃的電視上,仍然下降了-9.4%,而2021年同一周則是-14%,所以感覺購物者的反應很令人失望。"

同時,品牌顧問Ello集團--它是一些客戶忠誠度計劃(包括餐館的Tastecard)的背後--調查了1000人,三分之一的人說他們在這個黑色星期五沒有能力購物,其中25至34歲的人最掙扎。


This is first festive season without Covid restrictions in place in three years, so the number of people hitting the shops is expected to be up on 2021.

"Inevitably, I think what we're going to see is consumers being much more careful with their spending," he said.

For many, it will be the first chance to see High Streets and shopping centres lit up for Christmas as many stayed away during lockdowns, said Springboard's marketing and insights director, Diane Wehrle.

But she also warned that those shoppers would be looking for a hard bargain. "People will be trying to outpace the 11.1% inflation rate," she said.

"I use price trackers and can see that some things I want are cheaper in advance, about four to six weeks ahead of the sales, so I do my Christmas shopping around then," she said.

She said all of her household bills were going up. Now shopping feels like a luxury, when she feels like she should be saving.

Black Friday has morphed from its former one-day shopping frenzy of a decade ago, to offers stretched over the week. Consumer group Which? found that many of the discounts found on Black Friday in 2021 could be found at other times of the year too.

He said that rising costs and interest rates were squeezing not just low-income households, "but the crisis is spreading to the middle classes as well."

Andy Mulcahy, an analyst at IMRG, analysed figures for the first week of November, when many major retailers launched their Black Friday deals online, to see if they would give a clue on retail's performance on Friday.

But he said: "Electronics, where retailers focused heavily on TVs for watching the World Cup, were still down -9.4%, against -14% for the same week in 2021, so that feels like a disappointing response from shoppers."

Meanwhile, brand consultant Ello Group - which is behind some customer loyalty schemes including Tastecard for restaurants - surveyed 1,000 people and one-third said they could not afford to shop this Black Friday, with 25 to 34-year-olds struggling the most.

編輯精選

熱門新聞