Christmas celebrations: “For 80% of Millau traders, December is the most important month of the year”

The Christmas period has barely passed and here come the winter sales in Millau shops. AD

Coming out of a Black Friday that broke records, retailers are taking stock of the end-of-year celebrations. “Mixed” for many of them.

Be positive! Despite mixed results, Millau retailers are choosing to look to the future with optimism and determination.

A message delivered by the Millau Trade Office (OCA), which is taking advantage of the launch of the winter sales to take stock of the month of December, a pivotal period for their business.

“The most important month of the year for 80% of traders, recognizes Anne Delagne for the association “Millau, J'Y gagn”. Crucial for consolidating their cash flow.” This year, however, opinions are divided.

Food businesses are smiling

For food businesses, particularly Les Halles, success has been there. “We celebrated the 125th anniversary of this institution with enthusiasm, and the results are excellent. Everyone worked hard”, rejoices Aurélie Taffein, coordinator of the OCA. “Collective initiatives, such as Christmas events and special offers, have managed to build customer loyalty that is always there.”

For others, such as the “Pierre de Lune” boutique, the observation is more nuanced. “We observed a drop in attendance in December compared to the last two Christmases,” regrets Aurélia Brismeur. A sentiment shared by Anne Delagnes, from the Jolain leather goods company, who notes: “December is usually a month when we rebuild our cash flow to start the year safely, but this time, something is missing.”

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Customers who anticipate

Another trend that seems to be continuing year after year: customers anticipate their purchases. Black Friday and November promotions attract more and more buyers, to the detriment of December sales.“We saw a rebound in November, but December is still lagging behind”, confirms Anne Delagnes.

To adapt to these new habits, associations such as the OCA and “Millau, J'y gagn” are offering original initiatives: gift vouchers, vouchers, and festive events. “These tools bring together traders and strengthen the attractiveness of the city center”, emphasizes Aurélie Taffein.

A collective strategy for 2025

Faced with these challenges, Millau traders are banking on unity. “To come together, to rely on the collective, is essential”, says Anne Delagnes. The two local associations are multiplying ideas to boost business: collaborative workshops, events, gift vouchers, vouchers and digital campaigns to attract a wider audience.

And the efforts seem to be paying off. “For a town of this size, we have managed to create a real festive atmosphere thanks to the many events organized by Bonheur d’Hiver. In Millau, we have proven that even a small town can offer a memorable festive atmosphere“, Aurélie Taffein proudly asserts.

Sales: dates that annoy

If they remain “a key moment for retailers, especially independent ones, ” the winter sales are coming “much too early”, acknowledges the OCA coordinator. To convince herself of this, Aur&eacutelie Taffein advances: “this year again, private sales are marking time & Millau." Like many, she argues for a return to the "sales of yesteryear", more in tune with the seasons. To summarize: "clear out end-of-line collections at the end of the season, not right in the middle." A speech that comes up every year. "Sell off a sweater you gave as a Christmas present full price, 15 days after the holidays çit makes no sense."