Mid-season sales start tomorrow – Hopes and fears of the market

Mid-season sales begin tomorrow, Tuesday, with the domestic commercial market not being that optimistic about the money they will gain from the sales, as they expect to gain more from the upcoming tourism period. Besides, as shopkeepers say, mid-season sales have not strengthened the stores’ cash registers so far, since the turnover is being passed on.

The upcoming sales period, which, as it all seems, will be the last one to take place, as they are expected to be abolished, is due to last until 15 May, with merchants being able to open their shops on Sunday 8 May.

Without being able to safely predict how May will evolve overall and with the majority of merchants disappointed by Easter turnover, optimists hope that, in view of the rise in the minimum wage, the psychology of consumers may improve and they may start spending more on shopping.

However, part of the trade world remains sceptical by pointing out that, when people have to cover up increased bills, it is difficult for them to go shopping.

According to the recent annual survey of the Institute of Small Businesses, last year, 65.1% of households increased their spending on household bills, 52.8% on food, 51.9% on heating and 34.7% on health and medicines.

Unlike small and medium-sized enterprises, luxury brands reportedly performed better than last year in the first four months, as consumers who can afford expensive items started visiting physical stores.

“Despite the fact that mid-season sales have so far offered nothing special to retailers and consumers, they are presented as an opportunity for cheap purchases, especially this year, at a time of high inflation. Shops and retail businesses are expected to offer a wide variety of seasonal products at lower prices and, as always, with the best service to their customers, but also with respect to sanitary measures,” said Mr Vassilis Korkidis, president of the Piraeus Chamber of Commerce and Industry and the Regional Chamber Council of Attica.

What should consumers pay attention to

During the sales, in addition to the indication of the old (usually deleted) and the new reduced price of the products and services sold at a discount, the indication and the commercial communication of the discount rate is also allowed.

Particular attention should be paid to the accuracy of discount notices to customers, with penalties to the commercial world being severe.

Each supply must be identical and correspond to the notice, financially, quantitatively and qualitatively.

Shopkeepers should be able to prove that the old sale price on the billboard is the real one, in case of inspection.