Sales for Children's Day 2022 in SME retailers rose 1.6% compared to the same date last year, at real prices, driven exclusively by the increase in the toy category since the rest of the measured sectors contracted.

People's lower purchasing power was noted, but also the profitability problems of businesses when making promotions, which were scarcer than other years.

The sales ticket averaged $5,367 and the businesses surveyed noted as a characteristic that the customer was oriented towards economical products.

Only 52% of the stores that participated in the survey did any promotion, which is 10.6 points less than last year (62.6%), with discounts for cash payments and special prices for clearance products standing out especially.

Bonuses with some cards were scarcer, few SMEs offered them this year. The same as interest-free installments: in some areas and cities they were almost non-existent.

This emerges from the survey carried out by CAME on August 20 in 338 businesses in the country, including CABA and Greater Buenos Aires, by a team of 35 interviewers and 5 supervisors.

Analysis by category

Only one of the five sectors surveyed sold more than on Children's Day last year. It was the bouquet Toy stores, with an annual increase of 10.4%. The rest fell, with the greatest decline in Dress and accessories (-6,9%).

1) Footwear. Sales fell 5.9% compared to Children's Day 2021 in real terms. 45.3% of the businesses measured agreed that they had sold less than expected. Purchases in this category were made mostly with cards and in installments; families were even willing to pay the interest, but deferring payments. There were few promotions due to the tight margins of the businesses, and among those that were made, discounts for cash payment or 2×1 and 3×2 on clearance products stood out. The average ticket per purchase was $6,263.

“Our business did not do promotions because we already have very low prices,” said the owner of a store in Castelar, Province of Buenos Aires.

“People looked for promotions and the drop in units could be noticed on Saturday,” said the partners of a store selling sports shoes in the city of Rioja.

2) Audio and video equipment, cell phones and accessories. Although it is an item that continues to gain participation in gift choices for this date, sales declined 2% compared to last year. The few promotions offered influenced this performance, since only half of the businesses in that category promoted some benefit to attract customers in a context that certain imported products could have problems when replenishing stock. Approximately 60% of business owners indicated that they sold the same or more than expected. The average ticket was $6,040.

“It was very difficult to get imported products, that hurt the date,” said the owner of a house that sells audio, video, cell phone and accessories equipment in the city of Córdoba.

“Everything was very expensive, there weren't many phones either because the suppliers are not delivering, so we sold cheaper things, like headphones”observed the owner of a business Endurance in Chaco.

3) Clothing and accessories. Sales decreased 6.9% compared to the same celebration last year, at real prices and the ticket was around $5,161. Economical products were released, marking a difference with other years, where the date was used to spend, prioritizing the quality and size of the gift. Despite this, 60% of the businessmen surveyed decided to carry out some promotion with the aim of boosting sales.

“We put all the clothes at discounts, as shown by the average ticket, which was only $4,500,” he said. the owner of a children's and baby clothing store Lomas de Zamora, in Province of Buenos Aires.

“People consult, but do not specify, they bought a lot through social networks outside of the store”, they pointed out from another clothing store in the city of Formosa.

4) Toy store and vehicles. Sales rose 10.4% compared to Children's Day 2021. It was the only item that sold better compared to last year, according to what the businesses consulted reported. The promotions and celebrations launched by many cities in the country to generate enthusiasm for the date helped. There were public shows for children since Friday in pedestrian areas and commercial areas in different neighborhoods. The ticket averaged $5,554. 51.5% of the businesses consulted sold the same or better than last year.

“Sales and amounts increased, but by increasing the prices of everything so much, the profit is not proportional to that improvement,” he clarified. the owner of a business Buenos Aires City.

"People waited until the last minute, but ended up buying. Until Saturday at noon it seemed like they were only asking about prices, then they started", they observed from a business in the city of Paraná in Between Rivers.

5) Bookstores. Sales fell 4.6%, always year-on-year, and the ticket per sale approached $2,786. For 42.4% of the businesses surveyed, the date was worse than expected and another 43% defined them as the same. There were not as many supply problems as in other sectors because the segment with the most sales were children's books where the imported product has less impact. Almost all the promotions that were made in bookstores were discounts with cards from certain banks, which reached 40%, and interest-free installments.

“Sales have been going down since June and they did not improve with Children's Day like other years,” he said. the partner of a business Comodoro Rivadavia in Chubut.

“Last year due to the pandemic, since the kids were still at home more, it sold better”said the owner of a bookstore Salta capital.

Sales Index Special Dates-Children's Day 2022

Methodology

This indicator measures the evolution of the turnover of SME businesses that carry out their activity within the country and are more representative for measuring this special date.

The national total sample is approximately 338 cases, from 22 provinces and CABA. Establishments defined as “commerce” use the criteria established by Resolution No. 19/2021 of the Secretariat of Small and Medium Enterprises and Entrepreneurs published in the B.O. dated March 31, 2021 for Section I and Section II.

The updated items are: Footwear; Audio and video equipment, cell phones and accessories; Clothing and Bookstore.

This indicator is adjusted for underreporting using the method proposed by Sosa Escudero and Alaimo (2000) and is deflated sectorally by the consumer price index (CPI) closest to the last month's item reported by the INDEC.