Capillary Technologies conducted a study of about 100 plus brands, and has found that the overall sales in 2016 increased by 12% as compared to 2015 although the overall discount decreased by 20% during End of Season Sale (EOSS).
The study further said although the discounted bills were brought down by 20% in 2016 as compared to 2015, men’s spend per customer was increased by 7%.
This shows that it didn’t matter to men whether there was a discount or not, they still purchased products, revealed the study.
However, for men, the average bill value dropped by 21% and on the other hand it dropped by 8% for women.
As per the study, the EOSS in 2016 was largely driven by repeat customers where 48% of repeat customers shopped in 2015 and 2016. Also, an increase in 7% of repeat businesses has been observed between 2015 and 2016.
For men brands, the level of discounting was reduced from 2015 to 2016 and for women brands it was increased. However, the growth seen among men shoppers was still higher than women shoppers, the study further added.