Discounting drives consumer festive spend, BRC says

The decision by retailers to use discounting to attract consumers during the Christmas trading period seems to have paid off, executives in marketing jobs should note.

According to today’s (January 20th) figures from the Office for National Statistics, the value of retail sales increased 6.1 per cent in December, compared to the same month last year.

The clothing and footwear sector proved particularly successful with sales volumes in this division climbing 11.2 per cent.

Public affairs director for the British Retail Consortium Jane Bevis believes the success was largely down to heavy discounting by retailers, who are advised to continue the practice into the new year.

She said: “After a difficult year some shoppers relaxed their tight hold on their finances and allowed themselves to splash out … aided by deep discounting.

“Low consumer confidence and falls in disposable income mean shoppers remain reluctant to spend and are only encouraged by significant discounting.”

Posted by Jake Cantrell

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