MODENA. But which e-commerce. The people of Modena gave Christmas gifts, or at least those given last minute, in shops, ranging from food to clothing. A trend confirmed by the numbers: according to a survey conducted by Confesercenti among associated businesses in Modena and its province, 64.5% declare stable or increasing sales. Shops have returned to the center of preferences, rewarded in the last days before Christmas for the advantage of the immediacy of purchasing, as well as for the quality and professionalism guaranteed by local shops. The investigation it involved activities from different sectors: food, clothing, perfumeries, bookshops, electronics, jewelery shops, bars and restaurants.
The analysis
The food sector confirms itself in first place among the purchasing preferences of the people of Modena. Consumers’ attention was focused on Christmas Eve Dinner and Christmas Lunch: artisanal panettone and pandoro top the sales, followed by typical traditional products such as boiled meat, tortellini filling and Parmigiano Reggiano, without forgetting a good accompanying wine. For parties, “bubbles” remain a must: champagne or branded sparkling wines are among the best-selling wines. The clothing sector follows: purchases for the holidays are oriented towards items such as sweaters and gloves, while for outerwear many consumers await the now imminent sales. Scarf sales are down, probably due to the not too severe weather. For perfumery, the sale of niche perfumes and cosmetic and body care products is good. The book proves to be an indispensable gift. Leading the sales are Alberto Angela, Dan Brown and Aldo Cazzullo, along with an interest in non-fiction in Modena dialect and local history. In the household appliances sector, thanks to the specific bonus, purchases of the so-called “white” items are growing. On the contrary, purchases of televisions have slowed down, thanks to the peak in sales that already occurred during Black Friday; current choices are oriented towards latest generation models from Chinese brands, which continue to gain market share in the segment. As for jewellery, sales are divided between high-end items and low-priced products, with an almost total disappearance of the intermediate range. There has also been a decline in purchases of gold jewellery, penalized by the sharp increase in the price of the yellow metal, now perceived more as a safe haven than as a consumer good.
And the restaurant?
There are also positive signals coming from the catering sector: many venues are already reporting a boom in bookings, with the New Year’s Eve dinner now close to being sold out and the Christmas lunch which has achieved important numbers.
Confesercenti’s comment
«The stable and increasing sales confirm the slight improvement in the climate of confidence, with the consumer index growing compared to the previous month, as revealed by Istat data. A positive sign – says Marvj Rosselli, provincial director of Confesercenti Modena – which we hope will translate into a stable increase in consumption in local shops in the future too. To consolidate this trend, however, it is essential to recover purchasing power by supporting income from work and enhancing quality bargaining, counteracting contractual dumping which damages fair workers and businesses. We also need to continue along the path of reducing the tax burden, especially on labour, so as to free up resources to be allocated to internal consumption.” Physical stores «confirm themselves at the center of Modena consumers’ preferences, thanks to the immediacy of purchasing and the quality of service. A value, that of local shops, which Confesercenti Modena continues to promote through the Christmas campaign “Quality is the best gift: you can find it in your trusted shop. Your shops, your Christmas. Near you”. This year too we renew the invitation to support local activities during the holidays, recognizing their fundamental role in guaranteeing competence, reliability and an attentive and personalized service”.
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