von Verkaufsrabatte auf Kleidung und Produkte in der Vorweihnachtszeit könnten die größten in fast zehn Jahren sein, so ein Beratungsunternehmen
Deloitte, das seit 2011 die Preise von 800.000 Produkten im Internet und in den Geschäften beobachtet, erwartet bis zum Weihnachtsabend durchschnittlich 50 Prozent Rabatt.
Die Prognose kam, als der Datenlieferant Springboard sagte, dass die Käuferzahlen niedriger seien als zur gleichen Zeit des vergangenen Jahres.
Die Firma sagte, dass die Käufer vor dem Kauf auf tiefere Rabatte warten würden.
„Die Verbraucher nutzten eindeutig die Frühbucherrabatte für den Kauf von Weihnachtsgeschenken und warten nun darauf, dass die Rabatte in den Tagen unmittelbar vor Weihnachten noch einmal zunehmen, da die Einzelhändler ihr Bestes tun, um unverkaufte Bestände umzuschichten“, sagte Diane Wehrle, Insights Director bei Springboard.
Deloitte sagte, dass die aktuellen Rabatte zwischen 8% und 78% liegen, wobei die größten Rabatte auf Kleidung gewährt werden, aber das kommende Wochenende – das letzte vor Weihnachten – könnte „einen Wendepunkt in den Werbeaktionen“ bringen.
Das Beratungsunternehmen sagte, die Preissenkungen seien dadurch bedingt, dass britische Geschäfte wegen des Schwarzen Freitags – dem Tag nach dem amerikanischen Feiertag Thanksgiving, an dem die Einzelhändler ihre Preise für 24 Stunden senken – früher in der Saison Rabatte gewähren. Diese Tradition wurde zunehmend auch von britischen Einzelhändlern übernommen.
Deloitte sagte, dies habe zu einer langen Vorlaufzeit für vorweihnachtliche Rabatte geführt, wobei die Preise bis zum Weihnachtstag kontinuierlich gesunken seien.
„Die Verbraucher erwarten immer mehr Rabatte in der Vorweihnachtszeit. Das Ergebnis ist eine Vermischung von Werbeaktionen, eine in die nächste, und ein stetiger Preisrückgang statt eines steilen Boxing Day, der an vergangene Weihnachten erinnert“, sagte Jason Gordon, Partner für Verbraucheranalysen bei Deloitte.
Die Einzelhandelsexpertin Natalie Berg sagte, dass das derzeitige Einzelhandelsumfeld besorgniserregend sei: „Dies ist die wichtigste Zeit des Jahres für den Einzelhandel, und dies ist ein Zeichen der Notlage“.
Sie fügte hinzu, dass die Einzelhändler besorgt geworden sind und früher mit Rabatten begonnen haben, weil die Verbraucher weniger kaufen, und sobald einige große Marken mit den Rabatten beginnen, ist es für den Rest der High Street schwierig, nicht mitzumachen.
„Es ist eine Kombination aus aufgestauter Nachfrage und dem späten Zeitpunkt des Schwarzen Freitags, der am 29. November und nicht am 23. November liegt“, sagte sie der BBC.
„Im Allgemeinen gab es in diesem Jahr eine Menge politischer und wirtschaftlicher Unsicherheit, so dass die Verbraucher bei ihren Ausgaben recht zurückhaltend waren. Dieser Nachholbedarf wurde zu Weihnachten, wenn man ausgibt, freigesetzt, aber die Verbraucher haben sich darauf eingestellt, dass es jetzt vorweihnachtliche Rabatte geben wird.
Aber die Verbraucher müssen vielleicht nicht einmal auf den Verkauf an Weihnachten warten. Deloitte prognostiziert, dass viele Boxing-Day-Rabatte am Weihnachtstag selbst und am Heiligabend in Ziegel- und Mörtelgeschäften online gehen könnten.
„Die operativen Herausforderungen, die der Verkauf in den Geschäften mit sich bringt, könnten dazu führen, dass einige Einzelhändler am Weihnachtsabend Verkaufspreise für diejenigen anbieten, die bereit sind, frühzeitig in die Geschäfte zu gehen“, sagt Gordon.
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