Black Friday discounts have failed to boost consumption despite being more intense than other years. The rise in rates and the inflation accumulated in recent months have taken a toll on the spending capacity of households, something that businesses have confirmed these days. There is no consumer joy for now.
The forecasts of the delivery companies and the Aecoc employers' association pointed to a “zero growth” campaign and retail confirms it. “We have invoiced the same as on Black Friday 2022, but there have been fewer customers entering the stores,” with a drop in sales in volume, highlights David Sánchez, president of the Comertia employers' association.
If the turnover equals that of last year, it is due to the price increase resulting from inflation, of 3.5% in October and not even the fashion and home equipment categories are exempt from this trend. With poor sales in September and October due to the heat and sluggishness of the housing market, part of the commercial sector hoped that consumers would take advantage of Black Friday to unleash all those pent-up purchases and produce a certain champagne effect. It has not been like that: fashion also equals the turnover of the previous campaign, but with fewer items sold.
All this, despite the greater promotional activity that, according to an Aecoc survey, 78% of mass consumption companies have planned. The Christmas campaign is now more relevant than ever for the sector to close the year positively, especially small businesses, with more difficulties in taking advantage of a Black Friday that has turned out to be weak.
For Antoni Torres, president of Pimec Comerç, small businesses are separating themselves from Black Friday, born in the United States, “because it is a day promoted by online platforms and large commercial establishments that benefit from it but do not contribute to the economy of our people. municipalities as local commerce and restaurants do.”
The entity has promoted the campaign “Escolta el batec del teu commerce” with the aim of highlighting the local sector, distancing itself from Black Friday. The initiative, which has more than 19,000 participating establishments throughout Catalonia, wants to promote purchasing and consumption and separate itself from the massive campaigns of great discounts that take place before Christmas and the winter sales.
