The Holiday Sales Attract the Spaniards

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International Market Specialist, Chole San Emeterio, IMS Spain -- According to recent studies done by TNS Worldpanel, the consumers do not resign from shopping during the crisis. Instead, they prefer to sacrifice luxuries like travels and long holidays to give priority to buy food, clothing and furnishings.

This has been noted during the holidays when the supermarkets in tenerife and the supermarkets in andalucia noted an increase in their sales in comparison with previous periods.

Supermarkets like Hiperdino in Gran Canaria is one of the supermarkets that held their sales percentage during the whole year and closed 2008 with new business openings. This represent an investment of more than 3 million euros for the supermarket chain Dinosol. An important number that was possible due to the strong demand that the supermarkets in Spain are facing.
According to recent statistics, the 75% of the families in the south of Spain have visited the supermarkets to take advantage of the holiday sales. The supermarkets take advantage of this by displaying important discounts to draw consumers to buy more.
(source: TNS Consumer)

Various local authorities have announced that in comparison with last year, there has been a 10% increase in the number of clients, making an approximate number of 2 million persons (source: http://www.europapress.es ). A similar situation was seen in the supermarkets canary islands.

Some specialists declare that this change is due to the fact that the citizens are adapting themselves to the new circumstances in the market, taking advantage of buying, for example, discounted furnishings and thereby saving money in the long term. Moreover the company owners launch discounts and special offers to avoid an "economic freeze". Some supermarkets in andalucia are following the same example and cut prices.

Anyhow, some organizations disagree with this theory, claiming that impulsive buying is the result of "special offers" and in the end affect the economy of the families. To avoid that this season of discounts affect the family economy, i.e., that it doesn't affect the acquisition of the primary products, the Ministry of Sanity and Consumption has started a campaign called "Buy with criterion".

Buy with criterion was started at the end of December and since then their web has been visited by more than 100 000 persons.

The main idea with this campaign is to make a plan of the family budget in the beginning of the month and a then buy according to this plan. It is also recommended to keep the receipts and use cash instead of paying by credit card.

The campaign has been spread by various means of communication, but its effect on the consuming habits can not still be measured.

(source: The Spanish Ministry of Sanity and Consumption)

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Rebeca Toribio

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