Retail will make historic sales this year

The Christmas period ended with positive sales results for the Swiss brands consulted by AWP. Swiss Post also delivered many more parcels than in previous years. With sales starting for many brands, traders hope to continue their momentum.

Parcel deliveries by Swiss Post have further increased in 2021, after a rapid 30% increase in 2020. Since the Black Friday promotional week, Swiss Post has delivered approximately 23.4 million parcels, a 1.2% increase in a year. said the yellow giant on Monday.

Tuesday 14 December was the most productive day with 1.2 million parcels delivered. “Unlike the 2020 confinement period, there was not a day during these intense weeks when our logistics were exceeded,” said Johannes Cramer, La Poste’s logistics manager, quoted in a press release.

A first analysis in January 2021: Retail has ‘generally benefited from the pandemic’

Out of stock products

Migros also maintains a positive balance. “We are satisfied with the Christmas sales. There are no major anomalies to report,” a spokesperson told AWP. Planning proved a bit more difficult with the pandemic, but the classics remained the same. “What we’re seeing is that since the beginning of the month (December), online food orders have again increased significantly,” he notes.

At e-commerce giant Digitec Galaxus, sales were lower than in 2020 for two reasons: stricter restrictions encouraging customers to shop online in 2020, when it was easier to go to stores this year, and “many popular products that are currently out of stock.” are out of stock” due to supply chain issues.

On the Fnac side, Christmas sales rose as the craze for books, toys and electronic equipment was strong. Despite the pandemic, 80% of purchases were made in-store and 20% online. With sales now underway, “the public is on the lookout for the availability of certain products: iPhone, iPad and consoles,” a spokesperson noted.

The Migros supermarkets, for their part, have experienced no significant shortages during the holiday season, thanks to “its long-standing partnerships with its suppliers”, “pre-orders”, but also “its control over the entire value production chain of many products through its own industry” According to the spokesperson, the fact that a large part of the food products (70%) comes from Switzerland also played a role.

2021, a record year

Despite everything, the situation is likely to remain “very demanding” until the end of January 2022 with regard to shortages, but also possible price increases. In that respect, Migros had to deal with rising prices for certain raw materials, such as wood or durum wheat. “We always try, as far as possible, not to pass on price increases to customers. We usually achieve that, but we can’t rule out price increases everywhere,” the spokesperson noted.

The Christmas sales were very successful, notes a manager of Globus stores. She notes a “slight price increase, because raw materials have become more expensive”. A situation that Digitec Galaxus also experiences in certain product categories, the shortage of chips and the increase in transport costs, which causes the prices charged by its suppliers to rise, for example for graphics cards and computers. “And the higher purchase prices are ultimately felt by consumers,” the spokesperson noted.

According to forecasts by economists at the BAK Institute, the retail trade should break new records in 2021, crossing the 100 billion franc mark for the first time.

American consumers have been spending the holiday season lavishly

U.S. consumers also spent lavishly on the holidays: Retail sales rose 8.5% from Nov. 1 to Dec. 24 compared to last year, according to the Mastercard SpendingPulse study published Sunday.

This is the strongest increase in 17 years for this barometer of consumer spending (excluding cars), driven by another jump in online sales (+11%), but also thanks to a physical return to stores (+8, 1%).

“Consumers have been spending all season,” said Steve Sadove, senior advisor to Mastercard and former CEO of luxury clothing retailer Saks Fifth Avenue. “Clothing and department stores have experienced strong growth, consumers wanted to look good,” he said in a statement.

Shortly before the spread of the Omicron variety in the United States, which again cast a shadow over the health of economic activity, Americans rushed to clothing (+47.3% in sales compared to the year that passed at the same time) , but also on jewelery (+32%) and in department stores (+21.2%). Rather than electronic products, whose revenue growth remained solid (+16.2%).

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