Christmas is coming, but the violent conflict has not stopped, which has greatly eroded the consumer’s desire for consumption
Some surveys found that 35% of respondents will reduce consumption, while only 29% said they will increase consumption. The agency responsible for the investigation believes that the market is not as pessimistic as expected, and believes that it is related to the mentality of “Christmas always has to eat and celebrate”, but acknowledges that under the current circumstances, many companies and shopping malls still have not been able to order Christmas. sales strategy.
Metro City Broadcasting conducted a survey on Christmas consumer sentiment from September 27 to October 20
it interviewed 6,736 people aged between 18 and 65 and found that 35% of respondents said Christmas consumption will be lower than last year; 36% It indicates that consumption is similar to last year, and only 29% said it would increase consumption.
In terms of consumer goods category, the most respondents will reduce the consumption of luxury goods (38%), followed by apparel (34%), gifts (34%) and travel/hotel accommodation (31%), catering and meal services, food Or it is expected to rebound, with 45% and 37% of respondents respectively indicating that they will increase consumption in these categories.
As for the reasons for affecting consumer sentiment, more than 60% of respondents indicated that they were affected by the current atmosphere of the society, and 40% said they were affected by the festive atmosphere.
Asked about the types of activities and publicity that should be held in shopping malls and shops, 83% of the respondents said that “providing price reduction promotions” can effectively attract them.
Enterprises tend to be conservative
Mr. Leung Yiu-chung, general manager of New Town Broadcasting Operations and Operations, said that although this year was a challenging year, consumer sentiment was not one-sided decline, especially for catering and meals: “A lot of people think that Christmas always has to eat and celebrate, I will investigate It’s popular to see buffets and questions.”
He continued that if merchants make good use of price reductions and preferential promotions, they can stimulate consumers to increase consumption. However, he also admitted that violent clashes have not stopped and companies have become more conservative. According to him, some enterprises and shopping malls still have not been able to formulate a Christmas sales strategy, just “see walking steps.”