In this year's 'back to school' campaign, the technology category is no longer the exclusive protagonist, as school products have also gained significant relevance, including stationery items, backpacks, and clothing. According to Eliana Velarde, commercial leader of avenida+, this year the rates and financing have improved, expanding interest-free installments up to 18 instead of the usual 3.
Regarding technological products, it has been observed that increases have remained below average for devices such as laptops, smartphones, and headphones. For example, the bank store Macro Premia offers promotions of up to 40% discount and 18 interest-free installments in various technological categories. According to a private survey, technological products for the return to school have experienced a year-on-year increase of 40%.
A study conducted by Focus Market revealed that the average spending per school-aged child in Argentina ranges between $65,000 and $80,000, mainly distributed across clothing, stationery items, footwear, and technology. It stands out that 35% of the budget is allocated to clothing, 30% to stationery items, 27% to footwear, and 8% to technology.
In this context, companies have implemented benefits to ease the economic burden on employees with school-aged children, evolving towards digital solutions such as prepaid cards with usage restrictions in specific sectors. Luis Ariel Peralta Aliano, CCO of KURU, stated that this initiative allows employees to choose the items they really need for their children, optimizing the corporate budget without increasing costs.
Damián Di Pace, director of Focus Market, mentioned that the market is highly competitive, with purchases from abroad via courier or border crossings, which have seen a significant year-on-year increase. Despite price increases, it has been observed that the variation is below the average inflation, thanks to the competition in the market that has motivated discounts, promotions, and installment financing.
