83% of French will benefit from summer sales » PACA’s economic and political discourse

In the face of inflation, 51% of French people will benefit more from summer sales this year.

Still facing inflation, 52% of respondents will take advantage of summer sales to make purchases at the start of the school year in September.

82% will go to multi-brand e-commerce sites
75% directly on the brand’s e-commerce site
46% in a department store or convenience store

31% plan to spend between 150 and 300 euros, 26% less than 150 euros, 23% between 300 and 600 euros

89% of participants go directly to sites they already know
73% of netizens compare prices before buying

68% of respondents admitted that they were influenced by friends, family and loved ones before purchasing the product
39% through coupon
33% of a newspaper article

45% of the targeted ads consumers receive sometimes match their expectations
51% of targeted ads do not match consumers’ tastes

Channable, a company specializing in flow management and SEA (product placement and online shopping) automation, wanted to know the behavior of the French in the face of summer sales in this period of inflation. This survey also makes it possible to see the impact of advertisements, promotions, SMS, email, etc. which are especially abundant during this summer sale period.

Summer sales that fall in the face of accelerating inflation

While 83% of those surveyed want to do summer sales, 51% said they want to “get more out of it” this year to deal with inflation.

Will you take advantage of summer discounts?

yes 83
17 no

In the face of inflation, will you benefit from summer cuts more this year?

yes 51
49 no

A fair balance between physical stores and online sites:

While 34% of respondents prefer online shopping, 30% choose physical stores and 36% prefer both.

Do you prefer doing sales?

Online 34
In physical store 30
Both are 36

Where are you going to shop?

On a multi-brand e-commerce site: Fnac, Alltricks, Cdiscount, Boulanger, Amazon, Asos, Brandalley, Zalando, etc. 82
Directly on the brand’s e-commerce site (IKKS, Adidas, Nike, Petit Bateau, Levi’s, Apple, Sony, Bose, etc.) 75
in store 25
In a department store (Galeries Lafayette, Printemps, etc.) 21
On e-commerce sites for small traders 11

Fashion and sports products are the most popular during the sale period, followed by decoration and high technology

What category(s) of products will you buy…?

Clothing (clothing, shoes, accessories, etc.) 78
54- Sports (clothing, shoes, equipment, etc.)
Furnishings, decor, linens … 40
Hygiene, beauty and health … 37
High technology (TV, IT, mobile phone, video games, etc.) 35
devices 29
Do it yourself 26
Gardening and animals 24
Culture (books, music, video, etc.) 19
Travel, Leisure, Accommodation … 16
play 7

Summer discounts are a reward for the beginning of the school year

In the face of inflation, will you take advantage of summer discounts to make your purchases to start the school year in September?

yes 52
48 no

If so, what category(s) of products would you buy to start the school year in September?

Clothing (clothing, shoes, accessories, etc.) 79
Sports (clothing, shoes, equipment …) 71
64- School
Devices 43
Furnishings, decor, linens … 41
Culture (books, music, video, etc.) 39
High tech (TV, IT, mobile phone, video games, etc.) 21
Hygiene, beauty, health … 19
Travel, leisure and accommodation … 12
do it yourself 10
Gardening, animals… 8
play 7

Sales budget:

57% of participants will spend up to 300 euros and 23% from 300 to 600 euros

What is your budget for summer sales?

From 0 to 150 € 26
150 to 300 euros 31
From 300 to 600 euros 23
From 600 to 1000 Euro 11
From 1000 to 2000 Euro 6
Over 2000 Euro 3

Budget return:

33% of respondents will spend between 300 and 600 euros and 42% with a maximum of 300 euros

What will be your budget for September?

From 0 to 150 € 14
150 to 300 euros 28
From 300 to 600 euros 33
From 600 to 1000 Euro 16
From 1000 to 2000 Euro 7
Over 2000 Euro 2

in depth :

89% of Internet users make purchases on e-commerce sites they already know and 61% do a specific search for what they are looking for.

When you shop online, you:

Go directly to the e-commerce site(s) you know 89
Go to your search engine and perform a specific search (Nike Air Max Sneakers White Size 43) 61
Go to the search engine and type the name of the brand you are looking for (Nike, Zara, Levi’s …) 47
Go to your search engine (google …) and type the name of the type of product you are looking for (sneakers, smartphone, dress …) 35
Go to e-commerce sites you didn’t know 19 years ago

Informed consumers:

73% of respondents compare prices and 44% read reviews

Before purchasing a product for sale, you must:

Compare prices 73
You read reviews about the product, on the site … 44
39- Check if the delivery costs are free or expensive
You are looking at 28 . delivery times
I’m looking for 25 promo codes
You are waiting for the second price reduction to get more discount 14
You are looking at return terms for 12 products
You are waiting for the third price reduction to get more discount 9

Relatives are always the best influencers:

The vast majority of French are more influenced by their relatives or friends before buying the product, followed by discount coupons and newspaper articles.

What influences your choice before buying a product?

Your friends, family and those around you… 68
Discount coupon received by text message, email, etc. 39
press article 33
32- Advertising by e-mail
Online reviews (comments) 29
Advertising on social networks (Instagram, Facebook, Tiktok, Pinterest, etc.) 25
24 . influencers
22 . TV and radio advertisement
Google image ads 21
Advertisement in a magazine or newspaper… 19
15- Announcement via SMS
Chat Bots 14
Paid ads on Google 13
Advertising display: train station, metro, airport, bus… 11
Banner ad on 8

Online advertising: targeting is more accurate but can perform better

Even if targeted advertising for 45% of Internet users “sometimes” matches their expectations and even “a lot” sees “always” for 19% of them, they do not find their audience in 36% of cases (the sum of “rarely” and “never” The most frequently cited criticism is the fact that ads do not match the tastes of targeted Internet users, are too many or do not inspire confidence.

Do the targeted ads you receive or see online meet your expectations?

45- Sometimes
rarely 25
often 12
Never 11
always 7

If it is sometimes, rarely or never, why?

Because ads don’t suit my taste 51
Because we get a lot of publicity 36
29- I don’t trust ads
Because they push us to consume more when I want to protect the planet 23
Because I can’t stand the ad 19
Because they are too intrusive 18
Because I can’t afford the products I see 16
Because I do not like to be forced to consume 13

METHODOLOGY: A survey was conducted between 09 June and 14 June 2022 on 1,153 people representing the French population according to the quota method. (55% women 45% men. Age groups: 18% 18-25 years old, 30% 25-35 years old, 27% 35-50 years old, 18% 50-60 years old, 7% over 60 years old). The survey was conducted online by Diffusis France.

About Channable

Channable provides a smart, scalable, and easy-to-use solution for data feed management and SEA automation, enabling online retailers, brands and agencies to sell, market and promote their products globally. Covering hundreds of directories, search engines, e-commerce sites, and social networks, Channable boosts sales and improves e-commerce performance with actionable insights to ensure optimal performance. With more than 6,000 customers worldwide using product data feed connections, price comparisons, order synchronization and its platforms, Channable connects retailers and online marketers to the largest markets, including Amazon, Google Shopping, Facebook and Microsoft Advertising.
Consisting of over 190 professionals and over 30 different nationalities, Channable started in the Benelux into a global company with offices in Berlin, London, New York, Utrecht and Logroño.

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