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On Friday, coronary restrictions were further tightened, as a result of the further spread of the infection in the country. Trade is one of the sectors where restrictions are adequately tightened, starting on Christmas Eve.
Due to the risks of queues, congestion and crowds, the country’s stores are asked to cancel the annual midday sale in physical stores.
“We strongly recommend that the trade not go out with these offers this year. Sales at noon will not occur in any store this year, “said the director general of the Public Health Agency, Johan Carlson, during the press conference on Friday.
However, Svensk Handel states in its updated recommendations that there is no risk of penalties for stores offering bargain prices on weekdays. Therefore, the call is a recommendation, not a prohibition.
Clothing giant H&M plans to sell at noon in their stores, but with planned marketing changes.
“The safety of our clients and employees is our highest priority and we adapt to the recommendations of the authorities. After a dialogue with the Swedish Public Health Agency, Svensk Handel has clarified that the sale itself is not a problem as long as the exchange is carried out safely. Therefore, we will have sales, but we will refrain from marketing in our stores. We have previously implemented a series of precautionary measures in stores to prevent the spread of infection and we have clear guidelines to reduce queues and congestion, ”H&M Sweden writes in an email to DN.
XXL leisure chain it will keep its stores open on weekdays, but at the same time it encourages its customers to buy online.
– It will be a different midday sale this year, in our marketing we will try to encourage our customers to buy online and there will be much less sale signage in the stores, says Anders Andrén, XXL press contact.
At XXL, customers are encouraged to shop online this year.
Photo: Henrik Isaksson / TT
The company says they have accumulated experience on Black Friday, another of this year’s great reading days.
– We have very large stores and we will have strict restrictions on the number of visitors and customer hosts who keep track of this tracking to the letter. The Black Friday experience, which is now bigger than the noon sale, shows that these are measures that work.
Westfield Mall of Scandinavia They have chosen to stop their marketing related to the midday sale, but cannot decide how the stores should do it.
– After Friday’s announcement, we, as owners, will cancel all sales communications on behalf of our centers. We’ve passed the new government restrictions on all of our tenants, but then it’s up to each individual store to ensure the new guidelines are followed, says Amanda Larsson, communications manager for Unibail-Rodamco-Westfield, which operates several shopping centers in the area of Stockholm.
Akademibokhandeln is another chain that, following Friday’s announcement, he is rethinking his marketing strategy for the sales period.
– We have reviewed our communication plan and our handling of the midday sale and made many adjustments based on the new recommendation. We will not market the noon sale on our external and internal channels as planned and we will also adjust the message in the store, says Johan Junehed, sales manager at Bokhandelsgruppen, owner of Akademibokhandeln.
He continues:
– We already have measures in place to guarantee distancing and a safe environment for both our clients and our employees and, of course, we will continue with this management even during holidays. We will also introduce a maximum number of customers in our stores.
Read more: Sweden tightens restrictions for a month
Read more: Swedish trade: not prohibited with sales at noon
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