Have the winter sales lost their appeal?

If summer sales provide the perfect opportunity for some to refresh their wardrobe in anticipation of summer vacations, winter sales seem to struggle to make as much sense. Let's be realistic; January is a tough month. It's not only the first month of the year with its existential questions, but it also follows a period marked by significant expenses and overconsumption. It's more about budget restructuring than hunting for bargains. Moreover, over the years, sales seem to have lost clarity and impact among consumers. With Black Friday, private sales, and December promotions flooding the market, they become lost amid these increasingly tempting offers. As they kicked off with a somewhat challenging start in certain regions, Pierre Talamon, President of the National Clothing Federation, advocates for a one-month delay in the sales period.

He emphasizes that these sales have lost their original essence, namely, the clearance at the end of the climatic season. Currently, their commencement, only 15 days after the beginning of the winter season, significantly deviates from their initial goal. On the contrary, it encourages consumption detached from the climatic context, urging consumers to buy seasonal items, such as thick coats, at reduced prices even before the real cold sets in. Mr. Talamon goes as far as stating that «if we want to move towards thoughtful consumption, maybe there shouldn't be any sales.» This reflection leads us to question the relevance of winter sales and sales in general. In a context where our consumption habits are undergoing thorough scrutiny, the concept appears increasingly outdated. It is widely known that sales are more of a commercial and marketing strategy than a real opportunity for advantageous purchases. Some brands, aiming to participate in this promotional period, resort to tactics contrary to the spirit of sales, with direct consequences on the environment, such as deliberate overproduction, the creation of lower-quality collections, and price manipulation.

Pierre Talamon emphasized that «from an ecological perspective, it's a total contradiction,» an observation with which we can only agree. Faced with the growing competition from online commerce and second-hand selling platforms, the future of this nearly century-old commercial operation seems bleak. Ultimately, the question remains: Are sales still relevant in a changing consumption landscape, where environmental impact and sustainable alternatives are gaining increasing importance?