For years, MediaMarkt and Saturn have nurtured and cared for the bargain hunter. At the peak of this pricing strategy, Saturn made a name for itself with its legendary “Geiz ist geil” (cheap is cool) advertising. Both electronics dealers will soon find out whether forced stinginess is cool.
Problems for MediaMarkt and Saturn: Consumers want to save on electronics
Because the record inflation ensures that consumers keep their money together more than they already do. According to a representative survey one in three plans to postpone purchases, in order to be able to shoulder further price increases (source: Handelsblatt). This includes furniture, jewelry and clocks – and also electronics. As top dogs in the stationary electronics trade MediaMarkt and Saturn were particularly affected.
“Due to the higher cost of living, many households will do without purchases that are not absolutely necessary,” says Christian Wulff from the management consultancy PwC, which commissioned the survey. According to the expert, the new German savings compulsion primarily affects “durable consumer goods that are not primarily used for replacement, such as furniture or certain electronic items.” Inflation rate was 7.4 percent in April – higher than it has been for 40 years.
You can also save when shopping online:
You can save a lot of money with tank apps
The main drivers of inflation are higher energy costs because of the Ukraine war. Going to the gas station in particular is becoming an expensive pleasure for many drivers. In order to at least get the best price of the day, tank apps are recommended for price comparison. With a few clever tricks, heating costs can also be saved in the coming autumn and winter.
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