The gifts are for Christmas, but in many cases there are those who choose to buy them after this festive date, to benefit from the sales that follow. In 2016, 23% of Portuguese people will have chosen to wait for the sales season to buy the last gifts, according to a study by Observador Cetelem, which analyzed consumption and purchase intentions for the Christmas season.
This trend is more pronounced in the south of the country, where 30 percent of consumers surveyed admit to shopping for Christmas after the 25th of December.
The number recorded by Cetelem this year is higher than in 2015 (according to the same observer, last year the number of people who admitted to having waited for the balances was 20%) but it is still far from that of 2013, in which 33% of the Respondents said they were waiting for lower prices to buy gifts.
Still, the number for 2016 may still increase, as only 70 percent of respondents have ruled out the chance to take advantage of sales to buy more Christmas gifts, with 7% of consumers saying they haven't decided whether or not to do so. .
According to Cetelem, women are the ones who make the most of the low prices charged on sales, «with 28% of consumers reporting that they leave some Christmas shopping for this time. Male consumers, on the other hand, follow this trend less (18%). In terms of age, the generations from 18 to 24 and from 25 to 34 years old (27% in both cases) are the ones who wait the longest for the sales season to buy the last gifts».
“This year we once again found that people between 45 and 55 years old have been losing interest in waiting for the sales season. Until 2013, his intention to save some purchases for this period was one of the highest among all age groups, but this trend seems to have disappeared and, as of 2014, it is the generations of young people and young adults who take advantage of prices the most. lows of promotions», according to Pedro Camarinha, distribution director of Cetelem.
The 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 26th and 28th of September 2016 The maximum error is +4.0 for a 95% confidence interval.
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