NEINVER survey: Summer sales will attract shoppers this year 92% of shoppers

Ninety-two per cent of the inhabitants of four Polish regions plan to shop during the summer sales, while only two per cent do not go at all, according to a study by NEINVER, a leading operator, developer and investor of outlet centres in Europe. Customers are looking for bargain prices and unique brands that are within their sphere of interest. What is important to them is for them a positive experience in the shopping area, a feeling of satisfaction with good choices and positive emotions accompanying the search for bargains. For the most part, they emphasise that the amounts they are willing to spend during the summer sales depend on the attractiveness of the offers, and their range can be large.

"It is gratifying to see the great interest in summer sales, as these on the one hand are responsible
for the very good sales performance of the brands present in our outlets and, on the other hand, they give customers the opportunity to buy at exceptional prices with a strong sense of satisfaction for money well spent. The NEINVER study also showed that customers, who are increasingly focused strictly on specific shopping goals, give themselves more freedom in the summer, looking for product and price bargains within a fairly broad framework. Importantly, they take pleasure in shopping in retail locations with professional sales advice, appreciating the contact with other people,’ says Natalia Wiśniewska, Marketing Manager at NEINVER, the operator of FACTORY outlets in Poland.

More than half of the respondents - residents of Mazovia, Greater Poland, Małopolska and Silesia - declare that during the summer sales they look for bargain prices and products (51%) and pay more attention to the final price after the discount (26%) than the discount itself (6%). 17% of respondents say they look for brands they do not want or cannot buy at regular prices. They overwhelmingly stock up on items for themselves (69%), followed by children (16%). They rarely buy gifts during summer promotions.

43% of respondents in the NEINVER survey say that the amount they spend during summer shopping depends on the offers. 11% declare that the range of amounts can be large. 22%, on the other hand, specify an amount between PLN 300 and PLN 600. Also important to them is the opportunity to look for bargains itself and the emotions and experiences that accompany this (17%). They most often buy summer clothes, shoes and accessories, sportswear and holiday items.

What value do customers see in summer sales for themselves? It is the opportunity to do a large, comprehensive shopping for the whole season for less (39%), but also the feeling of satisfaction of money well spent (20%) and the opportunity to find brands they do not want to or cannot buy at regular prices (19%). Some respondents also pointed to shopping as a leisure activity, a source of positive emotions and relaxation. \

Information customers most often look for information about promotions on shopping and outlet centre websites and in social media and outlet malls' websites and on social media.

Only 2 per cent of respondents do not plan to shop at all during the summer sales, and 6 per cent do not yet know whether they will use them. 50% motivate this by the need to save money, living an eco lifestyle (14%), lack of time (12%), and waiting for new collections (8%).

The NEINVER survey was conducted in the second half of June using an online survey method. It was targeted at the residents of Warsaw, Krakow, Poznan and Gliwice and surrounding areas within a radius of 35 kilometres. A total of 4384 people aged between 18 and 65 took part. 18 to 65 years of age.