When it comes to discounting, retailers say they are giving consumers what they want, with shoppers holding out on spending as they wait for a bargain, but with Christmas this isn’t always the case.
When it comes to Christmas shopping people are looking for a special gift for their loved ones and not a “bargain” that has been reduced because the retailer couldn’t shift it at the original price. When I see sales racks of clothing all on discount I would rather buy something else as a present that is not placed under a fluorescent 30% off banner.
If I have £50 to spend on a gift then I want to know that the £50 jumper I am buying is worth that much and not actually a fraction of the price that it could be reduced to within days.
I truly wish all retailers would wait until after Christmas to go on Sale. There is nothing worse than buying said £50 jumper and then seeing it marked down the following week, as happened to me this year.
Discounts put me off going into shops rather than shopping in them and I’m sure others must feel the same when it comes to festive spending. For this reason I believe retailers such as Fat Face, which has vowed not to go on Sale until after Christmas, and the good old independent sector could be the ones celebrating Christmas cheer this year as people look to fill up stockings with full priced treats.