GFK presents the results of the Hot Sale 2024, which took place on May 13, 14 and 15 in Argentina.

Despite a challenging economic context, the sale with online discounts showed remarkable growth compared to the week prior to the event. The Hot Sale 2024 registered an 8% increase in units sold with respect to the 2023 and 256% edition compared to the previous week. These results are remarkable in a context where the total market accumulated a 39% drop between January and April of this year. In addition, compared to the Cyber Monday 2023, the Hot Sale 2024 experienced a growth of 18%.

The online channel continues to maintain its participation event after event, representing 49% of the units sold during the Hot Sale Week, while in the accumulated year it represents 27%.

The advance of winter caused seasonal categories to show well growth above the average VS Hot Sale 2023:

• Electric heating: (227%)
• Gas heating: (73%)
• Air conditioners: (46%)

Which generated that the “climate” sector earns 12 participation points in the mix of units sold. This directly affected the participation of smartphones and TV that, although they continue to lead the ranking, fell 25% and 9% respectively vs. Hot Sale 2023.

Among the categories best selling in units During the event the following stand out:

• Smartphones
• TVs
• Electric heating

Smartphones and TV continue to lead the Ranking of best -selling categories, it is followed by electrical heating in third place, washing machine and turkey.

“The Hot Sale 2024 demonstrated the consumer's response to the offer and the possibility of financing. In a context where the market falls by 39% year -on -year, the growth that impulse the VS event the previous week of 259%, was a respite for the industry, said Milagros Bin, retail customer Success Manager in Argentina of NIQ and GFK, on the results.

Source: GFK