Are Myer and David Jones holding back on Christmas discounts? 41



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Every year, retailers such as David Jones and Myer play a tense waiting game: to see who starts a Christmas sale first. While the first to act gets a head start; the stores that follow will then scramble to begin their own discounting frenzy.

According to The Sydney Morning Herald, retailers are hoping to hold back on this practice, meaning we could be waiting longer for Christmas sales to begin.

Whether they’re successful or not, though, is another matter entirely. All it will take is one retailer to act to force everybody else’s hand.

While this might be good news for retailers – especially small businesses, who can be seriously affected if a retailer begins a sale too early – it could prove frustrating for shoppers, who will have to wait longer before discounts begin.

But as far as the industry is concerned, the price might not actually matter. Retail analyst Peter Ryan told SMH that there was no evidence that discounts make us likelier to buy things over Christmas.

When retailers act too early, it can lead to a big lull in between initial Christmas shopping and the last-minute present-buying rush.

“Like lemmings, retailers panic when they’re in the hole … and all they do is give up margin for sales,” Mr Ryan said.

David White, leader of Deloitte’s National Retail Industry Group, says Christmas could still come early for many shoppers, no matter what the retailers’ intentions might be.

In fact, he believes close to one third of retailers are planning to begin Christmas discounts in early december – far more than usual.

“With one in five yet to decide if and when they’ll start discounting, it could be a case of who will blink first,” he said.

This could also mean prices that change more frequently – for better or for worse.

“Increasingly real-time pricing decisions give retailers the ability to change prices at short notice across specific products, in specific locations, at specific times of day”.

This will also be an important time for retailers to put serious thought and attention into their customer service. Mr White said that behind product range, this was the most important factor in driving sales.

“It’s critical for all retailers to be asking what their different customers want and to deliver services and products that genuinely meet their expectations,” he said.

“The fact more and more retailers are recognising this can only be positive for retailers and consumers.”

As a shopper, how do you feel about this competitive waiting game?

Starts at 60 Writers

The Starts at 60 writers team seek out interesting topics and write them especially for you.

  1. I will be buying gift cards, they can buy what they want on the after Christmas sales and get more bang for their buck

    11 REPLY
  2. I won’t shop at either store as they are too expensive and I can get a much better bargain in the burbs in a variety discount store

  3. I hate shopping especially clothes shopping so this does not concern me. I give my children cash for Christmas so they can take advantage of the Boxing Day sales. They get bargains and I don;t have to shop. Everyone wins.

  4. They are liars and don’t have real discounts at all. They remove the quality name brands off their shelves and replace them with cheap rubbish … Once their ‘sale’ is finished the good stuff is then placed back on the shelves.

    1 REPLY
    • Not true. I work at Myer and all discounts are genuine. No way do they remove quality products off their shelves & replace with cheap ones. Get your facts right. You should shop on a Super Saturday which are quite frequent now and you will get great bargains. Price matching as long as it’s not below their cost is also offered.

  5. Have you seen the DJs window display in the city. How disappointed My sister took her grand daughters in last week. Ssssooooo disappointed She said the cave inside is still good though What’s everyone’s opinion I could believe it

  6. most shops are on sale all year round these days.. so no i havent shopped at myers or d/jones for yrs…i prefer to support local producers, plus no one does much in the way of looking very xmas’y anymore so it makes it pretty dull…sales today are what ever they havent sold over a yr!!

  7. Although I already have some gifts, I will be out for a bargain or the rest will get gift cards again like last year so they will be able to make use of the sales after Christmas to get what they want.

  8. In my family we are cutting gifts back to closest family members only. The shops will get very little out of us.

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