Winter Sales in France: Merchants Struggle to Promote Amidst Inflation and Increased Competition

This Tuesday afternoon, the shops of the rue de la Résistance still covered with private sales stickers are preparing for the start of the winter sales. And this year, merchants will have to work twice as hard on promotions.

Sandrine, who runs the ready-to-wear “Indalo Store”, even speaks of a “destocking”: “We start directly with discounts similar to a final markdown. We sold much less than in other years, it the goods must be disposed of.” The inflation that affects the French is indeed causing a drop in consumption, just after 2020 and 2021, which according to her were “wonderful years”.

Beyond the crisis, the almost permanent promotions also force traders to compete “with the private sales of the big brands, we are forced to align ourselves” she confides.

Rue de la République, Lucie, manager of “Perli Popotte” is preparing for her first winter sales. If she feels “less stressed than usual” because of the expected low attendance, she nevertheless explains to us that opening the first Sunday of the sales is a good way to make up for the shortfall. “We open this Sunday, it brings people back.” The two shops will therefore open this Sunday, January 15, in the hope of selling off the overload of products.

2023-01-11 08:00:00

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