The middle class is facing a complicated scenario where top brands are no longer an option and consumption is affected before the end of the month. On the other hand, the upper class has managed to navigate last year's challenges regarding fixed expenses and seems to have overcome the crisis.
The purchasing power of the population is affected by government policies, leading to a decrease in the real wages of workers in several provinces. Furthermore, Hot Sale is approaching, one of the most important dates for e-commerce in Argentina, followed by Black Friday and Cyber Monday.
A study conducted reveals that despite the majority of people finding the price increase prior to promotions demotivating, 65% of respondents participate in commercial events like these. On the other hand, national and international tourism has experienced significant changes, with an increase in trips abroad largely motivated by shopping in neighboring countries.
Consulting firm W has segmented the population according to their resources, where only 22% would have the capacity to consume travel. 35% are below the poverty line, while 43% would make up the lower middle class. Social classes show a restructuring in income distribution, and there are significant differences between the different classes.
Consumption becomes an indicator of societal well-being, where the ability to consume is closely linked to the availability of resources. The way new generations, such as millennials and centennials, interact with the market has become more demanding in terms of experiences and values that connect with their identity.
In the realm of e-commerce, there is an exceptional increase in revenue and a significant rise in the average ticket compared to the previous year. Specialized platforms for online consumption have reported notable growth in transactions, especially in provinces like Buenos Aires, CABA, Córdoba, Santa Fe, and Neuquén.
In summary, despite economic difficulties and changes in consumption patterns, Argentine society is adapting to the new dynamics of the market, promoting e-commerce and adjusting its consumption habits to meet needs within a context of economic uncertainty.
