The summer sales will begin on Saturday 6 July, with an increase in the number of consumers in the capital who intend to make purchases compared to 2023: the percentage is 76.4%. The phenomenon is particularly accentuated among women aged 18 to 44. 52.5% of consumers in the capital are waiting for the next summer sales to buy items they have been thinking about for a long time. The phenomenon is accentuated among young and very young women. The propensity to buy items they have been thinking about for a long time during the summer sales is increasing compared to 2023: it is 52.5%.
“The sales season, as evidenced by the data processed with Format Research, is still full of expectations for Romans who, despite Black Friday and the countless promotional initiatives scattered throughout the year, continue to have considerable confidence in summer discounts ”, says the president of Confcommercio Roma, Pier Andrea Chevallard.
“Roman families – continues Chevallard – will experience these summer sales in a prudent manner: if on the one hand the indicators show an improvement in the general situation, with a climate of confidence and also the summer period with a break from work upon us contributes to this sense, on the other hand families have to deal with a reduced spending capacity due to a constant increase in prices.”
However, the propensity to purchase has not yet reached pre-pandemic levels. Those who will purchase exclusively branded items are 23.4% of consumers in the city of Rome, a slight increase compared to last year. The remaining 76.7% will purchase any item, including non-branded ones.
Consumers who will buy exclusively “offline” are 50.5%, those who will buy exclusively on the web are 6.2%. The percentage of those who will buy both on the internet and through traditional channels is 43.3%. Overall, Romans who will use the web (exclusive and non-exclusive shipping) are 49.5%.
During the upcoming summer sales, consumers in the Capital will mainly shop in shopping malls (68%) and outlets (44.5%). Clothing (81.5%) and footwear (69.4%) are the products that consumers in the Capital are most interested in for the 2024 summer sales.
Over 60% of those who make purchases for the 2024 summer sales will spend less than 150 euros. Those who will spend over €150 are 39.8%. 80.3% of Roman consumers have confidence in the quality level of the products on sale on sale.
With respect to the general economic picture, it should be noted that in the last six months, 12% of families in the capital believe that their economic situation has improved. A further improvement is expected for the next six months for approximately 17% of families. Thinking about food purchases, household products and personal care, 45% of citizens of the capital believe they have purchased as in the previous six months (in quantity) but spending a higher amount (in economic value). The loss of purchasing power of Roman consumers in the first six months of 2024 for food, household and personal care products is evident: approximately 65% have purchased in quantity and quality as in the previous six months, but 48.1% have spent a higher amount.
