Christmas has passed, but many consumers have left unpurchased gifts to take advantage of the lower prices of the sales season. In its most recent study, Observador Cetelem found that around 20% of Portuguese people wait for promotions after Christmas to shop.
This percentage is slightly higher than that registered in 2014 (19%), but well below that registered in 2013, when one in three Portuguese confessed to waiting for the sales season to buy the last gifts.
The majority of Portuguese will have, by this time, bought all their Christmas gifts and therefore no longer have to wait for sales (75%).
Still, about 6% of consumers do not know if they will take advantage of the promotional season to make their last purchases.
The study also reveals that more women are waiting for promotions to buy gifts than men. In fact, around 26% of consumers left some Christmas purchases for the sales season, while on the male side only 13% did so.
In the analysis by age group, it appears that it is among younger consumers that there is a greater tendency to wait for sales to buy Christmas presents.
In fact, both in the group of consumers between 18 and 24 years old, as in the group of respondents between 25 and 34 years old, 25% wait for the promotion season. Older consumers, aged between 55 and 65, are the ones who least wait for sales: only 13% left unburied gifts after Christmas.
There is also a big difference between regions. Lisbon is clearly the region where the highest percentage of consumers who wait for the sales season to buy presents is concentrated (36%). Porto is where this habit is less pronounced: only 15% of respondents confess to waiting for promotions after Christmas.
This study was developed in collaboration with Nielsen, and 600 telephone surveys were carried out with individuals from mainland Portugal, of both sexes, aged between 18 and 65 years, between the 28th of September and the 1st of October of 2015. The maximum error is +4.0 for a 95% confidence interval.
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