VOUCHERS ARE COOL BUT GET THE HELL AWAY FROM DISCOUNTS
Ever once in a while it’s interesting to check market data. Today we’ll have a look at the 2014 christmas sales in Germany. Retailers use different approaches like gift vouchers or discounts to increase consumer spending. 4 out of 10 dealers believe gift vouchers are very important to increase turnover. Margin eating discount strategies are not widely seen in Germany. 75% of dealers do not give special discounts during the high season.
The Handelskixx index of the current business situation went up in December 2014 by 5.6 index points. The expectation of future business over the next three months decreases significantly (-12.3 index points), while the expectations for the next twelve months only suffered a slight downwards trend.
Every month the IFH Institut für Handelsforschung GmbH collects data from stationary retailers and releases the HANDELSkix.
By Magnus Busch