We are facing some winter sales that, barring surprises, will follow the trend of a more than correct Christmas shopping campaign. The sales have lost that enormous attraction of years ago, reflected paradigmatically in the image of the buyers crowded early in the morning in front of El Corte Inglés in the Catalonian square, waiting for it to open its doors the day after Epiphany. But, despite everything, they show better health than was predicted not so long ago, when it was stated that online commerce, the generalization of ‘low cost’ and commercial promotions throughout the year would make the historic January sales meaningless.
It has not been like that, and these days the businesses will have a notable influx of buyers looking for better prices. Behind this unexpected resilience of the sales period lies Two reasons that have more to do with the immutable human condition than with the strict economic rationality of the consumer.
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On the one hand, many people still choose to walk, go to the store, browse and talk to the seller, compared to the coldness of online shopping, guided by the greatest offer, home delivery and, sometimes, the best price. On the other hand, the winter sales continue to be installed in our imagination as the tradition with which to end Christmas. And as happens in many aspects of our collective life, We give ourselves as never before to the traditional, precisely because of the greater need for roots and recognition in these times dominated by the supposed modernity and efficiency of digital.
If, furthermore, we bet on some convivial cities, we pamper public space and traditional trade adapts to the times without giving up its own personality, for the next few years We will continue waiting for January 7 to go on sale. So be it and have a very good 2024.