Let the sales begin!

 

 

It may have been last minute but the Christmas trading period did happen. Despite the doom and gloom predicted (yet again) and the forecast that this Christmas was going to be the “worst ever” for high street retailers there was a buoyant trading period for the last two weeks of Christmas.

 

 

Certainly at the Enter Boutique in Croydon, the sister company to www.fashioncapital.co.uk, sales were running at an all time high with sales up over 100% on forecasts.  The month of November was actually the worst on record and this was a surprise.  Hayleigh Amos, Manager of Enter commented,

 

“We had prepared all our budgets and we forecasted for a stronger November trading period but it just did not materialise.  It looks as though the shoppers were waiting and waiting until the last minute and snap up any sales too.  At Enter we don’t tend to discount.  These are exclusive items and customers pay for individuality.  So far our strategy is working and we are looking to open a second site next year in Kingston.”

 

 

But is there a change in consumer attitudes? After just five hours after the magic of Christmas was over Next opened their doors to start their sale at 5 am and the queues were there for all to see.  Overall it is predicted that the next three weeks of sales will set retail tills ringing to the tune of £5.2 bn with more money being spent after Christmas than before.

 

 

 

The luxury end of the market is leading the way.  The “selfish gene”, identified in shoppers, is now into overdrive as shoppers want the luxury items at bargain prices, some 75% less than the original price.  At Selfridges there were record numbers of queuing shoppers with over 2,000 waiting patiently for the doors to open again by 5 am.  Bluewater in Kent is estimating that 900,000 people will visit Bluewater by the week ending January 1^st.

 

 

At the Merry Hill Centre, West Midlands, Rob Green reported:

“Actually it was too much for me!  I went there with my girlfriend to buy a few items for both work and home and the crowds were unbelievable.  The car park looked as though it was full by midday.  In the end I had to leave; there were people everywhere.”

 

The only problem with all of this sales activity now is will it  lead to a slow sales period during January and February for retailers?  Everyone knows how awful the stores look once the sales begin and then continue into the end of January and February with lower and lower prices.  However, at the moment, the stores and the shoppers are happy…let’s make the most of it!