The survey conducted by the company Mollie, financial services providers, highlights the impact of inflation on the practices of the French during the sales, with in particular an average budget which has fallen by 15% compared to 2023.
Conducted by the research firm OpinionWay for the financial services provider, Mollie, the survey “The French and the sales”, conducted just before the 2024 summer sales, highlights, among other things, a certain reluctance towards this practice.
Interest in sales is waning
While inflation seems to have stabilized in recent months, more than half of French people say they do not intend to go to the sales this year. One in five do not see any point in going to the sales (20%), while the same proportion considers that there are already enough interesting promotions throughout the year (20%). Finally, 19% believe that they cannot benefit from it due to a lack of financial means. Households with incomes of less than 2,000 euros per month primarily cite financial reasons (30%), while those with incomes of 2,000 euros and more often put forward lack of interest (23%).
Who will be there?
The June sales, however, remain an unmissable event for 4 out of 10 French people, by choice (27%) or by necessity (13%), to get a good deal. This year, those under 50 will take greater advantage of this time of year to make their purchases (48% compared to 32% of those aged 50 and over). Families with at least one child under 18 in their household are also more likely to want to take advantage of the sales (51% compared to 35% of households without children). People in the southwest of France (43%) are the most likely to take advantage of the period, while those in the northeast are more cautious.
An average budget of €307
Their budget is substantial since nearly one in two people plan to spend 200 euros or more at this time of year (46%). Furthermore, 37% of them plan to spend between 100 and 199 euros, and 14% less than 100 euros. While intentions are balanced between male and female buyers, the average budget planned by men is 50 euros higher than that of women. Finally, young people are generally more spendthrift during this period. : last year, 18-24 year olds alone spent €1,048 on average. This year, their budget looks more reasonable, but remains higher than the others. Indeed, those under 35 are planning an average budget of €378 (+€71 compared to the overall average). Finally, residents of Île-de-France have a larger budget than those in other regions.with an average expected expenditure of €494 (compared to €262 for residents of other regions).
Renewing your wardrobe with familiar brands: the priority for this year’s sales
Clothing is the preferred type of purchase for French people planning to shop in the sales this year (68%)more specifically one in two people will primarily buy clothes for this occasion (49%). Sales are also an opportunity to buy equipment for children (clothes, toys) (28%). In addition to the wardrobe, the French also plan to invest in household appliances (27%), leisure items (20%) and decoration (20%).
During the sales, The majority of French people are turning to brands they already frequent (82%). Those under 35 are an exception, since they will mostly turn to brands that they usually find too expensive (27% compared to 17% of those aged 35 and over) or to other brands (22% compared to 14%).
Physical stores are still popular
One in two French people prefer to shop in-store. However, the Mollie study highlights a divide between those under 35 and those over 50. The former are more likely to shop online (32% compared to 20% of those aged 35 and over). The latter mainly go to physical points of sale (58% compared to 47% of those under 50). Among those who intend to shop in the sales, 49% say they only shop in-store. However, for 51% of them, online shopping is considered exclusively (22%) or omnichannel (29%).
« This study highlights the practices of the French as sales approach. It allows us to better understand consumer expectations as we approach this crucial period that is the summer sales. To maximize their sales, more and more SMEs are opting for a multi-channel or even omnichannel approach. At Mollie, we are committed to supporting them by offering them turnkey online payment solutions and providing the best possible experience to their customers, » explains Philippe Daly, Vice-President of Mollie France.
To download the full report: The French and the sales.
Source: www.ecommercemag.fr
