Even though summer is far from over, most brick-and-mortar stores have already started advertising their end-of-season sales almost a month early. This may be to fight off the slowdown blues and the loss of market share to online shopping sites. Some stores started their sales as early as the middle of June to get people excited and into their stores.

 

 

 

Experts said that sales at the end of the season have been getting earlier over the last couple of years, usually between July and August, but they had never been this early before. A representative for the clothing brand Lee agreed and gave several reasons for it. People end up buying new stock, which is an important reason for the sale and also buys discounted stock. "Second, people today know that clothing can be bought at deep discounts during sales, so the earlier you go, the more excited they get," said the spokesperson. If the sale was put off, the customer's budget might be used up or split between other brands that are already on sale, the spokesperson said.

 

 

 

Brands and malls are also going out of their way to attract customers. For example, brands like Goddiva, Jack & Jones, and Only let customers buy goods and pay for them in installments over the course of a few months. Online stores selling goods at deep discounts and announcing sales many times a year is also having an effect on stores that aren't online. To deal with this, brands are holding sales in the middle of the season or around holidays to get people to shop. For example, Only had a "flat 30% off" sale in May before going on sale again last month.

 

 

 

The person who spoke for Lee agreed that e-commerce companies' constant sales were hurting their business. "We noticed that our last sale in January started off slowly because e-commerce companies like Flipkart were running discount promotions around their apps," the spokesperson said. "But it picked up slowly."

 

 

 

As far as sales go, it's more like following the crowd. Once a few brands decide to go on sale, everyone else quickly follows suit so they don't lose out to the competition. On the other hand, malls are doing their part to get customers excited.

 

 

 

Nothing attracts a consumer's attention like the announcement of a sale. Seasonal sales are a terrific method to entice customers with discounts that may only be offered once a year, and these sales are known to create a significant deal of traffic on ecommerce platforms.

 

Consider the last time you desperately desired something but could not justify purchasing it at full price. What if you were offered the same item at a substantial discount, say 40 to 50 percent off? Would you not immediately leap from your seat and grab your wallet or credit card? All such clients who are on the sidelines waiting for a price cut are enticed by sales.

 

In the last three years, e-commerce companies have had the biggest effect on brick-and-mortar stores, and there are signs that sales of clothes are going down.

 

Business Standard had said before that retailers' same-store sales had been going down steadily in 2020 and 2021, so they were using deep discounts and special deals to bring customers back. When the festival season starts in October, they think sales will pick up.