How the EOFY sales amplified Australian retail’s ongoing discount trap

Brands have long offered discounts during the End of Financial Year (EOFY) sales period to clear out-of-season stock. Yet this year, the Australian retail industry witnessed eye-watering top-line discounts ranging anywhere from 30 to 80 per cent off – with in-season stock up for sale, too. The over-reliance on discounting has given some industry experts pause as it becomes apparent that marketing calendars have become dominated by a growing number of sales, including not only EOFY, Black Frida

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