Retailers Fall Into The Curse Of "Every Festival Must Be Promoted"

According to the National Retail Federation, the International Council of shopping centers and DDT predicted that retail sales increased by about 4%~4.5% during the holiday season.

Although this is good for retailers, the big promotion campaign on the last weekend before Christmas will also promote most festival consumption, resulting in cold sales after the festival.

Candice Collette, President of New York consulting firm, said: "consumers are waiting for holiday discounts. The habit that has been formed over the past few decades is hard to break.

Holiday is obviously not the time to break this discount promotion cycle. She pointed out that during the holiday sales season, if stores do not provide more than 30 percent off discount, consumers will say that this is a discount, which is our culture.

Retailers can't blame others for promoting holidays like Western-style spaghetti, and when you don't know what's on the main course, they are always right.

When you don't know what to do to push sales, sales promotion is definitely right.

According to the lifestyle survey conducted by the US Cotton Corp, this year's Christmas season, consumers plan to spend $589 on gifts for the holiday, which is 16% more than the 2013 budget of $508 for gift purchases, up 4% from 2012's 568 gift purchase budget.

Compared with the relatively flat gift purchase in 2013, more than 80% consumers plan to increase or spend the same amount of holiday gifts, 16% of them are willing to increase their consumption, and 67% are willing to spend the same amount on gifts.

This year, 59% of NPD group consumers said that special sales and cost-effective sales promotion will affect their shopping gifts this year.

Marshall Cohen, chief industry analyst at NPD, wrote in his blog, "unless there are some fashionable new ideas for consumers to expect, product promotion and other savings incentives will still be the magic power to attract consumers this year."

In addition, this year's clothing is the second most popular gift, 58% consumers listed it in the gift purchase list, next to the gift card (60%).

However, in terms of the amount, most of the holiday budget is mainly spent on electronic products (about $374), followed by clothing ($222), gift cards ($173) and household items ($114).

In the purchase of clothing and gifts, 82% of consumers intend to increase or last year.

The most planned purchase was T-shirts (50%), socks (38%, significantly higher than 25% in 2013), pajamas (38%, 31% in 2013) and jeans (35%).

These clothing categories are also what consumers want to receive this year.

Compared with sports pants, consumers said they were more willing to buy jeans as gifts, and 66% of consumers expressed their desire to receive jeans as gifts.

Most of the givers care.

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65% consumers will read the ingredient labels before buying, 56% of consumers will check whether they are cotton or cotton blended, and 52% of consumers are willing to pay more to buy clothing made of natural fibers, such as cotton and wool.

Although shoppers are willing to pay more to buy better quality clothing gifts, collet said: "this year's sales promotion will come ahead of schedule and be huge.

The truth of festival consumption is that consumers generally have a consumption budget for holidays, and those who take those consumers first will win the current holiday consumption.

She said: "early start of discount activities can not promote full price merchandise sales, but can sell stocks.

Although consumers say they do not like the appearance of holiday decorations and music, they do not like big promotional information at the door, but retailers know that consumers will surely be attracted to them as long as they occur.

Collette believed that

We can pfer consumers' attention to promotional discounts by making holiday shopping experience easier.

For example, a successful case at Westfield Garden State shopping center in the city of New Jersey.

The shopping center celebrates celebrations with Santa Claus and Christmas masks from the Madison Square Garden theatre using the resources that are located near New York.

Inviting well-trained professional actors to distribute gifts, regularly perform songs and dances, assist consumers in shopping in shopping malls, etc.

In addition to providing valet parking services at multiple locations, shopping centers provide clothing services to consumers in the winter, providing instant response services throughout the year, that is, consumers send messages by SMS, and get instant response to information from shopping malls, price information and wheelchair service.

Collette pointed out that these are retailers' efforts to change the holiday promotion cycle.

Consumers think, "if you don't want me to spend more money, you can only give me more discount."

Therefore, retailers who provide intimate service to consumers will benefit from it.