Retail consumption fell 9% and was the worst Christmas sale in more than 10 years

Christmas sales in retail stores fell 9% compared to the same date the previous yearr. The average ticket is located at $ 870, 31.2% above the same date 2017, according to data released Tuesday by the Argentine Chamber of Medium Enterprises (CAME).

"With consumers who spend less this year and Holidays that are prioritized and escape the consumption of goods"Christmas sales in SME shops fell 9% compared to the same date last year," they said.

In public, sales fell 10.6%, while online increased 4.3%. Internet sales have gained space and modified family consumption habits, who bought without going through local. "However, because participation is still low, it does not offset the sharp decline in physical stores," they warned at CAME.

Christmas sales, year after year

Measurements were made between December 22 and 24 in Jakarta 2,380 businesses small and medium-sized companies in this country. "Very quiet Christmas. very aggressive discounts from large commercial chains and in those shops They eliminate the public from environmental businesses, roads or open air centers, and those who have little margin for making a price policy ", explain the entity in a statement.

According to Room data, it was the worst decline in more than 10 years. In 2017 it grew a little, 0.8%, and to see such important losses, though not so large, needs to go back to a decade ago, when the global crisis hit the number of Christmas sales fell. 7.8 percent.

Cities in the country show a good display to strengthen sales and arouse consumer interest. Events, sweepstakes with important prizes such as cars, trips, equipment and voucher purchases are several promotions launched. Also cities, business rooms and regional banks help in many cases that stores can offer local purchases. "Without a doubt all of those efforts helped strengthen sales at the end of a difficult year, "they said.

The shops that sell the most are those who launch a 2 × 1 offer or discount between 40% and 50%. "Many of these entrepreneurs resigned from profitability to get liquidityeven if that way the profit margin is very minimal. Those who cannot join this aggressive offer have a sales level far below last year, "said the businessman consulted by CAME.

In the negative view that crosses trade, there are two data that add a bit of optimism on this date. Por on the other hand, that the decline in sales has slowed, from a decline of 15.6% as in November. On the other hand, he increased the proportion of businesses with an increase. This Christmas, 19.6% of stores consulted saw their sales increase compared to last Christmas, always measured in numbers.

The most falling items

The 13 items that make up a relieved Christmas basket end in decline, with falling which reached 14.4% like jewelry and watches. Other items with marked decreases were: equipment and electronics (-11.8%), bed and white textiles (-13.4%), clothing and underwear (-11.6%), jewelry and accessories ( -11.3%) and video games and computer articles (-11.3%).

Sectors with fewer falls they are food and beverages (-3.8% down compared to last Christmas) and perfumes and cosmetics (-2.3%).

Of the 2,380 stores that were consulted, both online and physical, 19.6% said an increase compared to last Christmas, 68.7% experienced a decline and the remaining 11.7% remained unchanged.

At toy stores, bookstores and filming – one item with more movement at Christmas time – consolidated sales (online and physical) They fell 7.5% compared to the same celebration last year, despite a 8.9% decline in traditional stores and a 1.7% increase in electronic sales. 93% of toy stores consult promotions and installments offered without interest. The average ticket in this branch is $ 550 for cash purchases and $ 1,500 for cards.

Sign in underwear and underwearAccording to sales, it fell 11.6% compared to the same date in 2017, with a 2.7% increase in online mode and a 14% decline in traditional business. "This sector is better sold in the high income segment. Aggressive offers from shopping centers reduce sales to the local environment. People look for almost exclusively offers, walk around looking for prices and when he can, he goes to wholesale centers to get better conditions, "concluded the business owner surveyed by CAME.