MERCASA’s units take part in the campaign “Come to your Market also in Christmas”
The Ministry of Economy and Competitiveness, through the Office of the Deputy Secretary for Commerce, and within the framework of the Comprehensive Plan for supporting the competitiveness of Spanish’s retailers, has been promoting since Christmas 2012 – in collaboration with MERCASA, the Spanish Chamber of Commerce, the Spanish Confederation for Commerce, the regional Governments and city councils - promotional campaigns for food purchases in the traditional marketplaces during the Christmas holidays.
The campaigns carried out in 2012, 2013 and 2014 had a significant impact, and reached a large number of consumers; that is why, consumers are encouraged to make their Christmas purchases in traditional marketplaces, because they constitute an historical referent of our most specialized commerce, due to their quality, their products, their nearness, and the customized attention which they provide.
This is why, in 2015 the campaign, which has already began, will reach a larger number of marketplaces – and thus, more consumers – reinforcing the activities on social networks, including as a novel feature the making of viral videos for their diffusion through the social networks and for promoting the role played by the retailers, the leisure activities, and the consumers’ interest on the Markets, all under the common slogan “Come to your Market also in Christmas”, inviting all citizens, young people, children, families and tourists to visit these traditional establishments.
The campaign is visualized through posters at the Markets with the slogan and with images of Markets from all over Spain and of stalls selling traditional products from different industries; meat, fish, fruit, among others. These images have been supplied by the regional Governments of Madrid, Andalusia, Aragón, and of the autonomous city of Melilla, all of which have participated in the poster’s design.
Goals of the campaign
The general goals pursued are the following:
Diffusion through websites and social networks
Furthermore, all the information regarding the campaign will multiply and propagate through the websites and the profiles in social networks to all the institutions and associations which collaborate in these Market promotional activities during the Christmas campaign.
This campaign joins all the initiatives which help to consolidate the good data about the industry and the good expectations about these Christmas season, as expect and have told all storekeepers’ organizations and associations.
Retailers’ sales have recorded positive data for almost all months in annual terms since September 2013. During the first ten months of 2015, retailers’ sales, after being corrected from seasonal and calendar changes, have experienced an average year-on-year 3.7% growth.
The year 2014 was the first year in which sales grew (1% per year on average) after falling six years in a row. The autonomous regions which have experienced the highest increases during the first ten months of 2015 have been the following: Cantabria (+6.1%), the Balearic Islands (+6.0%), the Comunidad Valenciana (+5.4%), Galicia (+4.0%) and the region of Madrid (+4.0%).
The latest data available show a sustained growth in employment; according to the Spanish Labor Force Survey (EPA) during the third Quarter of 2015 the retail industry recorded 17,400 more persons in employment than during the same Quarter of the previous year (+0.9%), being the sixth Quarter in a row in which the number of those employed in the retail industry grow on an annual rate. The year 2014 was the first year to record a growth in employment in retail commerce (+0.9%).
The autonomous regions which recorded the highest year-on-year growth in employment in the retail industry during the third Quarter of 2015 were Andalusia – with 18,700 more jobs (5.7%), the Basque Country – 4,900 more employed (6.4%), and Castilla-La Mancha with 4,800 more jobs (7.3%).
At the end of October 2015, the total number of those inscribed on the Social Security for the retail industry in Spain was 49,136 more than during the same month of the previous year (+2.8% on a year-on-year basis), thus recording 21 months in a row of annual increases (since February 2014).
The number of self-employed workers who were enrolled within the retail commerce in Spain, most of whom are small storekeepers, amounted at the end of October 2015 to 548,202 persons (+0.1% on a year-on-year basis), having recorded annual increases in every month since June 2013 (29 straight increases on a year-on-year basis).
According to the employment rate which INE publishes, the number of jobs in the retail commerce increased by 1.3% in October 2015 in comparison with the same month of the previous year, thus recording its eight month in a row of year-on-year growth since May 2014.
The unemployment rate recorded in the retail commerce decreased 6.3% in October 2015 in comparison with the same month in 2014 (25,475 unemployed less). Retail commerce records the twentieth year-on-year fall in a row of recorded unemployment.
In Spain there are more than 1,000 Markets, which include around 80,000 stalls, mostly of fresh foods, and which channel around 20% of all the fruit, vegetables, meat and fish consumed. The Markets’ activity generates about 280,000 jobs, and they have underwent an important transformation, which has involved expanding their remit, which has expanded to include leisure activities and services which have turned them into points of reference, not only for buying, but also for everyday activities in our towns and cities, and which attract tourists and visitors alike.
MERCASA and Grupo SEPI
MERCASA is part of Grupo SEPI, a corporate holding which includes a total of 16 state-owned companies in which it has direct, majority shareholding participations, with a final workforce of around 73,000 professionals in 2014; the Spanish state-owned television and radio corporation, Corporación Radiotelevisión Española, which is attached to SEPI, and one public foundation. Equally, SEPI has direct minority shareholdings in a further ten companies, and indirect shareholdings in more than one hundred companies.
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