Christmas sales in a revenge shopping perspective

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Christmas sales in a revenge shopping perspective

A real trending topic on Instagram that featured throughout 2021 and involves the entire fashion industry: it's about shopping to celebrate getting through a difficult time like the complex year we're coming to the end of.

In practical terms, it is about small or large savings being invested in a product that can make you feel good: wellness takes the form of a garment, a piece of jewellery or an accessory. Many will have already experienced it after a major setback (a divorce, bereavement or emotional upset) but now revenge shopping is fighting the economic-health crisis, a reaction that can certainly help to oil the economic machine, thus riding the more optimistic emotional wave. And it would appear that it is a departure for the entire goldsmith sector, as Giovanni Micera stated in his editorial in Preziosa Magazine (4/2021), which we quote below. A wave that has not yet reached its high and may become long with the upcoming holiday season. A reaction that disassociates itself from compulsive buying and that can realistically help our country in starting the year 2022.

"The September and October trade fairs have led the entire gold and jewellery sector into a climate of intense euphoria, signs which are reflected not only in the domestic market but also in export figures. The return to in person and the recovery of demand in jewellery, also driven by the resumption of ceremonies, stimulated Italian retailers to replenish their safes.

According to Banca Intesa in its statistical surveys, the Valencian district stepped up its jewellery exports in the first six months of 2021 (USA +93.8%, Ireland +79.6% and Hong Kong +59.7%). These figures are certainly linked to the increase in world demand for jewellery, which rose by +54% in the first quarter and +60% in the second.

Some analysts have identified this phenomenon with the neologism "revenge shopping", a revenge, needless to say, against the coronavirus and the isolation, which it forced on us.

With Black Friday only a few days away, which has long been the starting point for Christmas sales, retailers will be preparing for the final rush to reverse the negativity of recent months, which is why our October edition has been packaged as a real shopping guide with hundreds of suggestions for last-minute restocking.

It is essential not to be caught unprepared and to develop an ad hoc strategy in good time so that competitors do not take advantage of it. Obviously, there is no pre-packaged recipe, but being efficient will ease purchases at your point of sale. Just remember that (according to some market research) even if more than one Italian in four (28%) is an evolved multi-channel consumer, who moves with ease from offline to online and uses the Internet throughout the buying process, the Christmas visual in the physical shop window retains its enormous value, so the traditional Christmas shop window will benefit from digital stories and articles. In short, the possibilities of communicating and "supporting" the activity are multiple and not impossible.

Let's roll up our sleeves, then, and work to ensure that the customer finds us ready to meet their every need. Where to start? Of course from the product, without forgetting that the history of each individual activity is the real strong point as a pivot of culture and experience”.

Milano Fashion&Jewels

22-25 February 2025
fieramilano, Rho

Christmas sales in a revenge shopping perspective

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