Retail stretches period for payment and bets on Mothers day
O Estado de S. Paulo
The retail bets on longer terms of payment, getting to 30 months for TVs, and on the willingness of the consumer of going shopping this Mother's Day regardless of the return of the IPI (Excise Tax) on the white line items and the recent increase of the basic rate of interest. Two national surveys made with retailers, one made by Serasa Experian and another by the Shopping Mall Store Owners' Association (Alshop), indicates the sales should grow an average of 5.3% and 7% respectively on Mother's Day this year compared to the same date of 2009.
Data of the Commercial Association of São Paulo (ACSP) show that queries for sales at sight and in installments grew 9.3% on the average compared to the same month of 2009. The shopping malls alone foresee stronger sales growth rates of nearly 15% compared to 2009. According to the e-bit, e-commerce should grow 40%. "The resumption of collection of the IPI on home appliances and the increase in the interest rates will not hinder the sales of Mother's Day", says the Economic Advisor of Serasa Experian, Carlos Henrique de Almeida. He recalls that, expecting that the Central Bank would increase the Selic rate (Brazilian Basic Rate of Interest), the retail anticipated the increase of the interest rate to the consumer. In the case of the IPI, the retailers made stock to be able to make offers regardless of the greater tax.
A survey made by Provar in partnership with Felisoni Associados shows that 74.6% of consumers intend to buy refrigerators, stoves and washers this quarter. In the same period of last year, when the benefit was in force, the intention was slightly lower, 72%. "What is backing up such growth is the resumption of the salary mass and the longer term", notices Claudio Felisoni, Chairman of the Board of Provar.
The favorable macroeconomic conditions can be seen in the optimism of the retailers. The Serasa Experian survey shows that 60% of the 936 interviewed believe the earnings this year will increase compared to the same date of 2009. It's the best result since the survey began being made in 2006. Last year, amid the crisis, only 34% foresaw increase.
With the nearness to the FIFA Soccer World CupTM, the product identified as the star by the retailers is the TV. The sales of TVs grew 40% since the last week of April, says the marketing officer of the chain, Thiago Baisch. He says that, since February, the chain of furniture and home appliances increased from 24 to 30 months the term of payment for TVs above 32 inches. Besides stretching the terms, the company has reduced the interest rate from 4% to 2.99% a month.