The commerce sector is experiencing very unequal recovery paths among its subsectors.While today there are small businesses with higher sales levels, even, to the years prior to pandemic, others seem not yet to take off.This was explained by Carlos Moreno, spokesman and treasurer of the Spanish Confederation of Commerce (CEC), who assured that the latest reports prepared the association showed a "clear recovery among self -employed with home equipment and decoration businesses, such as furniture and appliances,They are experiencing in these months more sales than in 2019 ".

"All products linked to the house, office furniture, decoration in general and appliances such as refrigerators or washing machines are booming," said Moreno.For the Confederation, "2021 is presented with the same trend that did the 2020", although "we must not forget that, in a very generic way, the commerce sector can be divided into two major sections: one destined for material equipment, and another to personal care, and the positive data that may be dating only to the first of them, the textile still does not experience a recovery, "he said.

In fact, according to the latest Apracame study, an online payment platform, four out of ten businesses foresee that the summer sales campaign of this year is better than that of 2019, a figure that, "curiously", is practically thesame proportion of those who think that sales will remain in ranges similar to those registered that year."Which means that the part of the trade that expects their sales to increase this year are almost the same ones who trust them because 2020 was not bad for them," said the treasurer.

In the same street there are shops that triumph and others that close

For the CEC spokesman, the evolution of retail trade is being very disparate and, although the general figures may seem flattering, the reality that self -employed at street is very different depending on the type of premises that they regent.As he said, at the moment "in the same street, you can find a clothing store that is sinking, an establishment of appliances that is going quite well and a dry cleaner that survives as you can," he said.

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Moreno commented that it was, mainly, the purchases of furniture and appliances that were pulling the sector after the pandemic."There was a reservoir consumption that could not be done during the alarm state and that is being done now".In this way, sales of home equipment due to reforms have increased, which have inevitably been encouraged by the increase in the presence of families at home or even due to the lack and reduction of holidays:“There are many people who planned to go on vacation and who cannot, so they buy an air conditioning to support heat.Or acquire a new TV ".

The textile will not recover until 2022

On the opposite side is textile.The clothing stores "continue today in a complicated situation, in fact despite the sales and the desire to buy from consumers, they are selling 30% less than in 2019," said the CEC, which denounces that theMargins of merchants are increasingly decreasing due to "the aggressive promotions they are launching to attract customers and with which small trade cannot compete".

Because, to the economic consequences of the pandemic, an effect is now joined.Increased at that time when large companies are doing campaigns to attract customers who lost during the pandemic.

According to the estimates of the Confederation, the textile sector will not recover,-understanding by recovery the levels of sale prior to COVID-19-, until 2022.Specifically, the CEC spokesman estimated the January sales campaign as a key date."We trust that, in the face of Christmas this year we will see an indication of sales in the textile sector greater than what we are observing in summer, however, it will not be until the first campaign of the year 2022 when sales are equated at the level2019, "said Carlos Moreno.

Consumers spend less and look for low prices

A statement from Nielsen, a consumer and market data analysis company has shed light on this matter and has given its first forecasts about how new consumers will be after COVIS-19.Seventeen months after the outbreak of the pandemic, which is already safe according to the company, is that “the sensitivity to the price of goods and services has increased by 15%.Therefore, the return to normality will intensify spending control ”.

One of the most characteristic post-confinement consumer features will undoubtedly be the guidance towards savings and low prices."The rational part of citizens is strongly influenced by the habits that it acquired a decade ago, to which we must now add a greater concern for security and traceability," explained the measurement company."This can lead to greater disloyalty, which will be one of the key factors to understand the consumer from now on," said Patricia Daimiel, general director of Nielsen.

In addition, the emotional and social aspect of the consumer will be more affected."We will see a fragile and vulnerable buyer, who will seek in the close and in the proximity guarantees and refuge, which is what her home is becoming," said the director.

Experts recommend not raising prices

When setting a price, experts remember that various factors must be taken into account, in which areas such as psychology, marketing or economy are involved.Be that as it may, any decision should be made cautiously since an abrupt change in prices could be irreversible for many activities that drag several months of losses.In fact, experts consulted by this digital."It is possible that the first reaction of an freelance.But given the characteristics of this crisis and consumer behavior this would be a serious mistake, "said Rodrigo Pinilla, sales expert and marketing.

For Pinilla, the option to inflate prices to support the billing fall is in no case suitable.It will almost never be well received by consumers given the behavior patterns acquired in confinement.Similarly, "a price drop is not always recommended, neither in economic or psychological terms.Before that it is essential to do a study of the situation and try to lower the fixed costs as much as possible, ”added the expert.

On the other hand, when setting a price, it is not only important to take into account the internal elements of the business, but also the external ones, that is, what the competition does.In this sense, experts and employers also do not advise modifications because, apparently, most activities will opt for the price of their products or services.