Economy & Politics

Sales are just waiting for a green light

The Ministry of the Middle Classes will quickly have to decide whether the next sales can be brought forward, maintained on the initial dates, extended or … canceled. For the time being, businesses are awaiting an answer.

Patrick JACQUEMOT

The Ministry of the Middle Classes will quickly have to decide whether the next sales can be brought forward, maintained on the initial dates, extended or … canceled. For the time being, businesses are awaiting an answer.

Initially, the date of the next sales was fixed from June 24 to July 25. But covid-19 has put its grain of salt into commercial activity since then. And it is an understatement to say that the shops are and will be worth it. So the idea of ​​revising the promotions calendar is in the air. “On behalf of the Luxembourg Trade Confederation, we alerted Lex Delles, the Minister for the Middle Classes, to this matter. And we can’t wait to hear his answer, ”said Claude Bizjak, CLC deputy director.

Today, many traders find themselves not only with the spring collection on their hands but without cash to restock, and offer seasonal novelties. Advancing the sales, and undoubtedly attracting more consumers to the store, would therefore allow a little cash to be returned to empty boxes. “This rotation of the proposed parts is indeed essential to perpetuate the activities. This cycle was abruptly interrupted. ”


People walk in the shopping street 'Getreidegasse' in the old town in Salzburg, Austria on May 2, 2020. - Austrian citizens are allowed to leave the house for non-essential trips as it eases coronavirus lockdown measures, but said limits on gatherings and social distancing rules would remain in place. From May 2, 2020, shopping centers, hairdressers and all shops with more than 400 square meters of sales area are allowed to reopen, including the major electrical retailers, fashion chains, furniture stores and sports equipment retailers. (Photo by BARBARA GINDL / APA / AFP) / Austria OUT

Nicolas Henckes welcomed the reopening of stores for May 11 with some satisfaction. But the director of the Luxembourg Trade Confederation (CLC) expects more from the state to support the sector.


But allowing merchants to cut prices as quickly as possible would not necessarily be the most adequate solution. Because we must not forget that lhe stores remain limited in the number of customers that can be received on the shelves (depending on their sales area). “Creating attraction and not being able to respond to it, by creating queues, would be counterproductive”, underlines Claude Bizjak.

Likewise, in the current state of sanitary measures, tAny gathering of more than 20 people in the public domain is prohibited. We must therefore forget the open-air sales or unpacking on sidewalks yet so popular and which were a great bargain for destocking. One more piece in the puzzle to solve for Lex Delles.

The runoff effect

On the CLC side, a priori, maintaining the announced dates remains the least bad of the probabilities. There is an advanced reason for this: “The public remains attached to this fixed date. It’s a custom, a landmark, and in this turbulent period, it would be good to keep this signal, “recalls Claude Bizjak.

And then, with the same single date for the whole country, the communication of some would benefit the others. “If the big brands let it be known that the sales have arrived, even the small windows will benefit without having to invest too much in advertising.” An interesting theory of trickling indeed, in these delicate times. Knowing that any positive initiative offers many brands the breath of fresh air they need to survive. Like the cancellation of municipal rents by the City of Luxembourg (and other municipalities) or solidarity operations in the HORESCA sector.

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