The number of special offers has decreased by about a quarter compared to the period prior to the epidemic. «Some have been canceled due to unavailability of goods or to avoid having to manage sales peaks
We have all noticed it: on the supermarket shelves, since coronavirus emerged, it has become much more difficult to find discount products. In March, in the large-scale retail trade, promotions reached the lowest point of the last 20 years: less than 20%, against 26% in the previous period the Covid-19 pandemic, according to Nielsen data (the period in which, however, consumers were able to benefit from more offers was in 2014, when almost one product out of three, among those sold at the supermarket, was on sale).
Today the number of promotions has decreased by a quarter compared to the past, as Altroconsumo also pointed out, which was based on the data processed by Nielsen, and who wrote: «If we observe the trend of the promotional intensity, or the quantity of prices in promotion compared to total sales, we see a decreasing trend, evident in particular in the fourth and fifth week of the emergency, where fewer promotions even compared to the period after the feast of the Christmas holidays, normally very drained. " If in the fifth week the average of the products on promotion, on the total of the goods, was 25.8%, in the week preceding the case of Codogno it was 33.2%.
What's the reason? "To find such a low level of promotional offers, you have to go back to the end of the last millennium, in theit was pre-euro. We record fewer promotions in the shopping cart , explains Romolo De Camillis, retailer service director of Nielsen Connect in Italy. «Some of the planned ones have been canceled for unavailability of goods or for avoid having to manage peaks of sales. Furthermore, the explosion of purchases in small and nearby supermarkets, where promotions are more contained, has contributed to the reduction of pressure. The drop in offers has raised the price level although many chains have blocked the lists for those goods not sold in promotion ".
At this stage, consumers often cannot reach shopping centers outside urban centers, which are the ones that most often offer offers on products, and are forced to shop in a forced regime of less competition. Moreover, you have to hurry: there is little time available to find discounted items.
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