Faced with inflation, large retailers compete in strategies to seduce consumers

With 6% ofinflation, a level not seen in forty years, the start of the 2022 school year promises to be tense in supermarkets. “Every year, budgets are tight at this time. This year, the inflationary context is an additional constraint weighing on households, despite state aid“, emphasizes Chantal Huet, president of the Association Famille de France.

The Back to School September is one of the annual high points for large retailers – the second after the end-of-year celebrations. The writing and stationery sector generated 30% of its annual turnover during this period, 80% of which was in mass distribution. But activity is also in full swing in clothing, sports and electronic equipment stores. Back to school, for example, represents 20% of annual spending on children’s fashion, according to Kantar. A third of sales are concluded in a chain of sports stores, such as Decathlon or Intersport, compared to 20% the rest of the year…