THE ROLE OF PROMOTIONS ON THE RETAIL MARKET
THE ROLE OF PROMOTIONS ON THE RETAIL MARKET

Summary/Abstract: The time periods which precede consumption peaks such as Easter and Christmas, are extremely favorable to the exposure of special offers in stores ,in such occasions, the differentiating effort of producers and retailers is maximum, both from a financial point of view and from the perspective of the originality of proposals, structure of exposure spaces, preparation of wrappers/packages etc. Lacking signals of consumption recovery, great shop chains rely on attracting clients through promotional offers. Offers such as ”2 plus 1 free , ”1 plus gift” or ”Buy 20% more at the same price”, usually supported by suppliers reducing their margins ,are more and more complemented by promotional offers which take money out of retailers’ pockets, like offering gasoline tickets, gift tickets or prepay cards to customers who leave the shop with their baskets full. Promotional offers have mostly helped alimentary producers maintain their sales volume during the crisis.

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