Christmas sales in SME retailers recorded a slight growth of 1% compared to last year, at constant prices, indicated a report from the Argentine Confederation of Medium Enterprises (CAME).
Christmas 2024 was “abundant in offers, where 86.2% of the businesses consulted carried out some promotion. On the other hand, it showed a consumer who was calmer in the face of price stability, but with their income limited by an economy that is still in the process of recovery”expressed CAME.
For 47.9% of merchants, sales were better or much better than expectedwhile 15.1% indicated that they were worse or much worse, and 37% thought that they were the same as expected, the report added.
In any case, the balance was not good considering that “It is compared to a very austere Christmas, as was the case in 2023. But it found a more financially sound business, and together with the cash offers and interest-free installments, they mitigated the impact of the result.”
The average ticket was $36,165with the highest value being $60,658 in Audio, video equipment, cell phones and accessories, and the lowest being $30,069 in Bookstores.
Regarding the statement that “Christmas will boost your monthly sales,” and95.3% of merchants indicated they totally or partially agreed, while only 4.7% expressed their disagreement.
The data arises from a survey carried out by CAME between Monday, December 23 and Tuesday, December 24 in 240 SME businesses in the country.
Retail sales at Christmas: sector analysis
Of the six major items surveyed, Footwear and leather goods (+6.7), Cosmetics and Perfumery (+3.1%), Audio, video equipment, cell phones and accessories (+2.5%), and Clothing (+1.2%) grew. On the other hand, Bookstores (-5.8%) and Toys Stores (-1.9%) fell, according to CAME.
- Clothing, Lingerie, and accessories
Sales rose 1.2% at constant prices compared to the same date in 2023. The sector was greatly affected by informal sales both on public roads and through social networks that took away customers from traditional commerce. There was a lot of price competition and promotions. The stores offered discounts, interest-free installments, free shipping, 2×1, and put together clothing combos to facilitate the purchasing decision. The average ticket was $40,190.
- Audio, video, cell phone equipment and accessories
Sales grew 2.5%, always at constant prices and compared to last Christmas, and the average ticket was $60,658. Some businesses pointed out that there were more people in the stores than last year, but that they made cheaper purchases. In any case, the final balance was slightly positive. Promotions and more attractive prices for imported products helped. Likewise, the accessories were the star of the date.
Sales increased 6.7% at constant prices and the average ticket was $51,035. What sold the most were inexpensive products, such as flip flops, sandals, slippers, wallets and belts. There were a lot of sales, but at low prices, which limited the improvement compared to last year. Businesses offered discounts for cash payments, or on selected products. Bank promotions also facilitated the sale. The main complication lay in the expansion of informal sales, which reached significant levels.
Sales improved 3.1% compared to Christmas 2023, with an average ticket of $33,868. People searched for deals, installments, and affordable versions of the most sought-after products. Arab perfumes were very popular, a fashion of the moment, with luxurious packaging and very affordable prices. The second best seller was the anti-aging products, highly sought after by the +40 segments for both men and women.
Sales fell 1.9% at constant prices compared to the same date in 2023 and the average ticket was $39,716. Beyond the economic context, the sector has been receiving competition from technology, where children start using it from an earlier age and the toy becomes less attractive as a gift. In businesses consulted, it was highlighted that people’s mood was better than last year, but the money available was lower.
Sales fell 5.8% at constant prices compared to the same date in 2023 and the average sales ticket was $30,069. It was a rather marginalized item this year, because the prices of a book were relatively high compared to other products. In the businesses surveyed they indicated that the strong sales were felt on Monday and there was a lot of demand on time yesterday, Tuesday.
Source: Ambito
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