How retail managed to turn its discounts into a key moment of the year The sales began as such in Spain between the 40s and 50s. Marking the consumption calendar for decades Tags rebates retail marketing history consumption read later favorites 0 ads royalcomunicacion.com Royal Communication Marketing and Communication Agency. 15 years innovating Phone number list brands In the traditional shopping calendar. There were two dates that functioned as an unquestionable guide in consumption patterns. They were those of the two annual sales periods. First. Chronologically. The January sales arrived. When the winter stocks were liquidated. Then came the summer ones. Both times represented consumption peaks. In which buyers rushed for the bargain and get a new wardrobe.
Discounts and promotions are nothing new in the universe of stores. Retail has applied them throughout its history with one intention or another. You just have to flip through magazines or newspapers from the past to find announcements of special actions that one Phone number list makes or another launches. They are impressive discounts that. They tell us. We should not lose sight of. However. These discounts were somewhat specific. Limited to one establishment or another. The rebates were positioned as a claim that everyone used and more or less simultaneously. It was the boom of shopping at sales time. But when did the sales begin as such? As with other innovations in the world of retail and offers.
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The start of sales is usually set in the United States. The big retailers in that market were facing the effects of the Great Depression and changes in behavior patterns. Therefore. They needed to encourage consumption. So they launched sales campaigns. An advertisement for the sales in La Voz de Galicia in 1953 In Spain. The January sales were the Phone number list to appear and they did so after the Civil War. In Prensa Histórica. The online newspaper archive of the Ministry of Culture. You can find an advertisement for a shop in Castellón that in 1932 is already talking about “January sales”. It is. However. A unique campaign. The normal thing is that the references to the January sales campaigns are found from the late 40s and.
Above all. The 50s. The first ad that appears in the newspaper library of La Voz de Galici that talks about January sales It is just one of those dates. To put a sample. Although the Sederías Carreras began to do January sales in the 1940s. As ABC recalls . The truth is that the arrival of the sales and their popularization is linked to the commercial war between Galerias Phone number list and El Corte Inglés. The Sederías called their sales. In fact. “post-balance sales.” It was El Corte Inglés who popularized the term January sales. This ad from 1932 already talks about January sales As happened with many other innovations brought about by the struggle between the two retail giants.
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The founders of the two chains had experienced the sales for the first time in Cuba. They imported the idea and settled it. “The sales were not an invention of Galleries or El Corte Inglés. But they turned them into a social phenomenon.” explains Javier Cuartas. The journalist specializing in the history of El Corte Inglés . To ABC . They were just winter discounts At first. The sales in Phone number list were winter discounts. Which also began to be summer when lifestyles changed and it became much more common to go on vacation and turn summer into a key consumption period. An advertisement from the 1950s for El Corte Inglés From that start in the 40s they ended up becoming a success. As demonstrated by the recurrent images of frenzy of consumers delivered to madness on the first day of sales.