This year's holidays are likely to generate sales of between 3.5and 4bn euros in December in large stores, specialised networks,malls and luxury stores, according to ZF estimates starting fromseveral market surveys and from retailers' estimates for thisperiod. The budget should account for between 15 and 20% in annualsales of consumer goods.
Optimism prevails on the retail market in Romania at thebeginning of this month as traffic in stores is rising every dayand retailers expect people to buy more than last year or at leastas much as they did then
Retailers are each year waiting for the winter holidays to seetheir sales go up and whether the planned budget was hit. And inretail the budget largely depends on the trend of sales inDecember, which for part of retailers brings as much as 30-40% ofannual sales.
"The entire year trend depends on how sales in December, in theChristmas period, go," sums up Marius Căluian, general manager ofMEMRB Romania and the Republic of Moldova, the importance ofDecember sales for retailers.
Thus, after a 7% drop in the first eight months on the consumergoods market, a "good" Christmas is likely to reduce the impactover the entire year toward a decline of as much as 5%, while ascenario with weaker sales than last year would drive the declineof the entire market to around 10%, according to Căluian'sestimates.
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