Rieker
How do customers behave on New Year's sales
01.12.2010 3895

How do customers behave on New Year's sales

As in a joke, we have two news: one good, the other bad. The bad news is that people who come to the store are less and less eager to buy at a regular price and more and more expect sales. The good news is that more and more men come to sales, and not those who save on an extra pair of shoes, but those who want to buy more often, but a little cheaper. Who and how did the sales during the Christmas bread season? Who bought what with them? What was the depth of the discounts?

82% of Russians cannot resist the temptation to buy things at a discount, the research center of the recruiting portal SuperJob.ru said. For 26%, buying things at reduced prices became the rule. The most common motive for such purchases is: “I buy both clothes and shoes only at sales. Why overpay? " Among such fans of sales, the majority of women are: 33% versus 18% among men. The average age of sales fans varies from 24 to 30 years (30%), and the monthly income is from 35 to 45 thousand rubles.

From time to time, clothes and shoes are bought at 56% of Russians. The most common motive for refusing to visit the sale: to its beginning there are no necessary sizes and styles.

Among those who visit sales from time to time, there are almost equal numbers of women and men (56% and 55%, respectively). In addition, among the rare sales guests there are more Russians aged 40-50 years (61%). More often than others, this answer option was chosen by respondents with a monthly salary from 25 to 35 thousand rubles. (60%).

18% of Russians admitted dislike of sales (27% among men and 11% among women). In their opinion, good things do not go long and do not "live out" until the beginning of the discount season. “As a rule, things are of inadequate quality at sales,” respondents say.

Until now, the public is convinced that sales are not a part of the trade policy of companies, but manipulation. More than half of Russians (53%) spoke about this: “The price tags before the sale are specially changed. At first they artificially increase the price, and then they seem to lower it. ” The older the respondents and the higher their earnings, the more often they tend to think that selling is a marketing gimmick.

Nevertheless, judging by the results of the survey, every year there are more and more lovers of sales. So, two years earlier, 22% of Russians were frequent guests of sales, now they have increased by 4%. In addition, the number of men who often buy things at sales has increased. If in 2008 the 14% of the stronger sex were lovers of sales, today it is already 18%.

SR74-Management-Sales_tab1.jpg

SR74-Management-Sales_tab2.jpg

As in a joke, we have two news: one is good, the other is bad. The bad thing is that people who come to the store are less likely to buy at a regular price and are more and more waiting for sales. Good at ...
2.93
5
1
1
Please rate the article

Materials on the topic

“There was a light at the end of the tunnel…” Participants in the shoe market on the situation in the industry.

2020 became a crisis year for the real sector of the economy and the footwear industry. Shoes Report talked with the wholesale companies, with Mikhail Kryuchkov, the head of the Paloma distribution company, which represents a number of Spanish footwear on the Russian market ...
22.12.2020 6709

Dead Season. What will turn Covid-19 quarantine for shoe retail

Shoe retail resumes operations in Moscow and the regions, calculates losses, evaluates prospects. Two and a half months of downtime turned out to be a serious test for ...
01.06.2020 16732

10 main trends in retail for the next 3 years

Ten main trends emerging in the past year, which will determine the development of world retail in the near future
11.03.2020 20660

Marking shoes started. MTCT appointed as operator of pilot labeling project

On June 1, 2018 in Russia launched a pilot project for marking shoes, so far on a voluntary basis. The system operator has been appointed a subsidiary of the Center for the Development of Advanced Technologies “Operator CRPT”, created to implement the Unified National ...
23.07.2018 10698

Chipping shoes: to be or not to be

The proposal of the Ministry of Industry and Trade of Russia on the marking (chipping) of shoes caused a heated discussion among experts and participants in the shoe ...
10.08.2017 30981
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning