Shopkeeper Perspectives on Sales Timing and Impact

The perception of shopkeepers regarding sales

Often enormous, with bright colors and large lettering, they have this year also made their appearance on shop windows. We’re talking about the sales signs, an irresistible draw for everyone and, at the same time, viewed with a certain suspicion by people who are increasingly careful with their spending and now able to detect potential tricks.

But for shopkeepers, what do end-of-season sales represent? Are they a positive moment within the season or just an unavoidable practice?

Shopkeepers’ opinions

«Well, it’s obvious that for us shopkeepers, the sales represent a favorable moment – explains Max Martinelli, owner of Martinelli & Co. on Piazza Garibaldi – because they offer the opportunity to sell the entire seasonal collection which, otherwise, would risk remaining in the warehouse. And so, we are happy and customers are happy because they can save quite a bit. The new hours, which allow us to manage better, are a pleasant novelty. Certainly, this year we can’t really say we’re making great deals: these days, there’s really very few people around».

Under the rain, our walk continues: many shutters are closed despite it being Epiphany, and many shopkeepers remain silent. Among them, some are dissatisfied with business, and are not in the best spirits to speak. However, there are also those who have much to say, dissatisfied with some top-down decisions or angry about the behavior of certain colleagues, but prefer not to be the first to spark conflicts with the trade association or to spoil already difficult relationships with neighbors.

Comments and proposals on the sales dates

Those who speak willingly, instead, are Giusy Stecca from “Chewing Gum” in Piazza Erbe, although she is somewhat dissatisfied with business this week. «Certainly, discounts encourage many people to buy,» she explains, «but I believe the start of the sales should be postponed by at least fifteen, twenty days. Now, they are too close to the Christmas holidays, and those who needed to spend have already done so.»

Similarly, Franca Mattivi from Bettini Mode in viale Dante agrees. «The sale attracts,» she explains, «and people, even if the selection of clothing is not as wide as in previous weeks, realize there’s a good opportunity to buy affordable items. However, I am convinced that sales should be pushed back at least until the end of January, out of respect for those who shopped in December and now see the same items sold at half price. It seems natural, and yet… I once saw a shopkeeper display the “sales” sign at 7:30 pm on December 31! Of course, people feel like they’re being taken for a ride, and now that the good times for us shopkeepers are over, this kind of behavior can only harm the sector.»