零售业者悲观销售前景 今年黑色星期五折扣杀很大
文章来源: 经济日报 于
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美国感恩节隔天的“黑色星期五”购物日将在本周登场,而零售商在10月祭出的“黑五”前暖身折扣幅度比往年还要大,显示业者担忧今年年终购物季可能欠缺热络需求。
CNBC报导,据Adobe
Analytics数据,美国今年10月服饰、家电、电脑等类别产品的促销折扣比2021和2022年高出许多。例如网购服饰价格今年整个10月比月初降价9%,但在2021和2022年同期,只分别降了2%和5%。
在Adobe追踪的八种热门商品类别当中,只有电器和玩具今年10月的折扣少于前两年。
Adobe的数据并未包含实体零售据点的促销,但涵盖了超过1兆次的美国电商网站访问量、1亿项单品和共18种商品类别。
研究业者GlobalData的数据也支持Adobe的发现。该公司表示,今年10月服饰、家居用品、电子产品、玩具和游戏、运动用品和美妆品的平均折扣高达24.1%,远高于2019年的16.7%和2021年的12.9%。
虽然美国今年年终购物季的提前大幅折扣预料创下纪录新高,但这不一定预告未来经济状况将会艰困。不过,此一趋势确实显示消费者变得日益谨慎,以及零售商采取措施,以便刺激需求和维持竞争力。
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