Despite being the month of gifts, in which Romanian consumers spend more than in a period without holidays, retailers that do not have a concrete analysis of the customer profile, do not collect their data, do not promote the right products, and do not have discount campaigns are bound to see lower revenues in December 2022 than in the same month of 2021. This is due, among others, to Romanians being increasingly sensitive to prices, which is the most important criterion when shopping in the current context, and also to many promotional campaigns not being prepared strategically, in advance.
“Nearly every business is concerned about or is already facing slowing or declining revenue growth as many experts believe we are headed for a recession. If until recently everybody was talking about increases in numbers, lately we are talking about strategies to support the business or, in the best case, to have a sustainable growth. In this context, marketing has a major role in any business, becoming a tool that must adapt to new conditions and maintain healthy operations (…)“, said Andrei Georgescu, co-founder of White Image.
To boost sales, discount campaigns are mainly promoted in traditional and online retail because Romanians are interested in saving money. For promotional campaigns in December, companies increased budgets by 10%-20% compared to a typical month.