Black Friday fuels online fashion and footwear sales in the Netherlands
Dutch fashion and footwear retailers recorded a sales increase in the last quarter of 2018.
In Q4 2018, online retailers of apparel and footwear in the Netherlands saw sales increase by 22.4%, compared to the same period in 2017. However, retailers operating physical stores saw sales slip by 4.3% in the last three months of 2018.
The growth can largely be attributed to online points of sales, reported Dutch industry organization Inretail. The highest number in sales was recorded in November as a result of sales events Black Friday and Cyber Monday.
In the last three months of 2018, footwear sales increased by 3.8% and apparel noted a growth of 2.2%.
Inretail said that fashion and footwear sales were affected by the long summer in the Netherlands, which impacted both the sale of the spring and summer collections and the start of the fall collection. Due to the long and hot summer, there were deferred purchases and a change in the online buying behavior.
Overall in 2018, fashion sales grew by an average of 0.1%: Online sales saw a 14.6% increase. However, physical sales saw a decrease of 4.6%, compared to 2017.
Footwear sales increased by an average of 2.6% in 2018: Online sales grew by 14.5%. But, physical footwear retailers also saw a slip of 3.9%
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