Spanish can't resist sales

8 January 2014

MADRID: Around 70% of Spanish consumers buy items during summer and winter sales, often spending more than expected and frequently purchasing even when they had intended not to, a new survey has said.

According to a Kantar Worldpanel report, Rebajas, planificar vs comprar, 75% of Spaniards purchased at least one item of clothing in the summer sales, although 15% of these had not anticipated doing so. Similarly 70% are expected to shop during the winter sales.

Rosa Pilar López, senior director at Kantar Worldpanel, noted that even though reduced price products were bought throughout the year the official sales period remained a temptation. "Virtually all ended up buying something and spending more than expected," she said in remarks reported by Marketing News.

On average, consumers spent around €150 in the winter sales and €140 during the summer event. Clothing was the main category, with €80 typically being spent on a total of six items.

The study found that among those who did have plans to buy on sale, 53% expected to spend less than €100, but 60% of them exceeded that budget.

Those who expected to spend more than €100, spent €199 on an average of 14 items, among which impulsive purchases such as shirts and accessories stood out. While this group were heavy spenders on fashion generally, with an annual outlay of around €1,300, they also had an eye for a bargain as 74% of everything they bought was reduced.

Some consumers, however, were able to resists the lure of slashed prices. Three quarters of women who said they were not going to buy anything were as good as their word.

Data sourced from, Marketing News; additional content by Warc staff