The sales in Campania start on Saturday 4 January and end on 3 March. Sixty days in which consumers in our region will invest 380 million, with a per capita expenditure of 158 euros: this is what emerges from the forecast survey on the sales conducted by SWG for Confesercenti. The news is also positive with reference to Campania, with an increase in expenditure of approximately 30% compared to the forecasts for the 2019 sales: 158 euros per consumer, as mentioned, a higher figure than 2018 (150 euros of expected expenditure) and 2019 (122 euros) and slightly lower than the national average (168 euros of expenditure per capita). In our region, however, the percentage of consumers who will access the sales will be, according to the Confesercenti study, 46%, more than the national average (41%), also due to the average increase of between 1.3% and 1.6% of thirteenth salary. 380 million will be collected by companies in our region.
As for consumer choice, in Campania 33% will spend in branded stores, since big names are more accessible with discounts. 28% will choose the local store, 22% outlets and 17% online, with a trend of spending on the web that is therefore decreasing compared to the past. "The 2020 sales represent the first major trade event of the new year - comments Vincenzo Schiavo, president of Confesercenti Campania - and bring with them several positive notes. First of all, our region will obtain excellent results in terms of economic spin-off. Secondly, our appeals to spend in local stores are receiving excellent responses. We have managed to bring consumers back to their origins, to spend in the streets relative to their homes, to dialogue with merchants, enhancing loyalty. A great result because spending on the web or in industrial shopping centers takes resources abroad or elsewhere, which instead remain in the territory when spending in local stores".
NAPLES' PRIMACY. Of the 380 million, the majority will be spent in Naples and its province, or 220 million euros. Salerno follows with about 60 million, 45 in Caserta, 35 in Avellino and Irpinia, 20 million in Benevento and its province. "Naples remains the commercial driving force of our region," explains Schiavo, "and not only because it is the most populous city. Our capital is invaded by foreign tourists who have chosen to spend on shopping, especially on clothing, recognizing our excellence in this sense."
HOW TO SPEND. As for the spending division, 47% of consumers will spend it on shoes, 45% on knitwear, jackets and dresses, 27% on jackets and t-shirts, 26% on underwear.
SALES TREND. Confesercenti predicts that the 2020 sales will not start off in an exciting way and then gradually grow but significantly. The generalized 30% discount offered by stores and the proximity to Black Friday shopping in November and Christmas spending are among the causes of the slow start. The arrival of 50% discounts and the passing of the days, combined with a climate that is not expected to be too harsh in our region, will then lead to a take-off in spending.
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