Last Sunday, many stores opened their doors inaugurating the sales campaign for this summer 2021. A campaign, which like others, is decisive to face the loss of sales caused by the pandemic. However, the balance of these first weeks of sales has not been as positive as expected considering the sanitary control measures implemented, such as the control of store capacity.
This is demonstrated by the general drop in store visits of 45% throughout Spain compared to the same period last year. According to a study * carried out by Tiendeo , the platform for catalogs and digital offers, based on the analysis of the searches for products carried out on its platform and the study of the influx of its users to the points of sale.
The first weekend of sales records a drop in visits
According to the visits registered to the store during the first ten days of sales, the flow of consumers to the physical store decreased by 45% in relation to the summer sales campaign 2020.
Searches for deals and promotions plummet to 41%
In addition to traffic to stores, the volume of searches for offers and sales has also been significantly reduced (-59%) . A surprising drop considering that during sales, consumers seek to discover the best bargains or find the most attractive discount offers.
The growing fashion and sports categories
The two categories that have registered the most positive data during the first weeks of sales have been fashion and sports, gaining + 6% and + 453% respectively in search volume compared to the previous year. A positive start for these two categories in relation to the rest of the categories analyzed such as garden and DIY (-68%), home (-39%) and electronics (-32%).
The favorite products in this start of sales have been tires (+ 5041%), suitcases (+ 955%), washing machines (+ 27%) and smartphones (+ 34%). Everything indicates that the Spanish are preparing for an incipient vacation …