"Usually the redemptions in the month of Passover are almost twice as much as in a normal month. People buy and renew not only before Passover, but also during the holiday itself. This year the situation in the country affects us all. We are in a more challenging time. I have no doubt that it will be felt during the holiday as well. I expect There will be a 50% increase compared to a normal month compared to the 100% we knew before." That's what Panina Varach, CEO of the Dcity design complex in Israel Park in Ma'ale Adumim, says.
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On normal days, the days before Passover are a shopping celebration in many areas, including home design, electrical products, fashion and more. How will the situation in the country this year affect our desire and desire to renew and participate in the special celebrations offered by the networks?
"In the first month after the start of the war, there was a complete standstill. None of us understood how long it was going to last and how it was going to have an effect," says Vaz. "With us, 70% of the commercial space is leased to stores in the field of home design. This means 120 stores in the field of home design, among them leading chains. There is no doubt that specifically in this field there has been a very significant stoppage also because the construction has stopped. We have also seen with the contractors and architects with whom we work a slowdown or a complete stop We brainstormed, we thought about how we are creating a kind of war routine. We realized that if the total stoppage continued it would be difficult to get out of it and it would take time to start the wheel again – 5,000 NIS in one of the stores receives 1,000 NIS vouchers for shopping in the complex."
"We haven't recovered yet"
The operation, says a profit, brought very encouraging data, and from a situation of complete stoppage people voted with their feet. "In the field of construction, if it's for example ceramic shops, windows, we still haven't recovered. Redemptions are still 50% less compared to the period before the war," she says. "In kitchens, the decrease is currently 30%, while in the field of furniture we are in almost the same situation as before the war, a decrease of 10%-15% compared to normal days. That's why we decided to continue the operation until after Passover."
In terms of the field of home design, says Rozh, Passover is normally considered a very strong holiday and she hopes that this year will also be felt. In order to maximize sales, the annual furniture fair will be held in the complex on the scheduled weekdays with hundreds of furniture brands, electrical products and home design brands, where the prices displayed will reflect discounts of up to 70%. The expectation is that the various moves, including a variety of activities for the whole family and new attractions added to the complex, will attract about 400,000 visitors during the holidays.
"Due to the situation, there may be fewer huge shows that we used to do in the past, but we will create employment for the family," notes Voch. "Our complex is mainly home design, but very recently we also added entertainment and leisure businesses to it. Sometimes the various crises are used for upgrades, to recalculate a route. We have seen, for example, that today around the world more and more shopping complexes are incorporating entertainment and leisure into them. Around the world this concept works very well Nice. We have about 60,000 square meters of commercial space, and quite a few entertainment complexes opened after October, including a new paintball complex, a snooker hall, a bowling complex, a spa complex. Now we are building a water gym for children, and we also have a hotel inside the complex that we have expanded to another 30 rooms. Despite the period, we see that this complex of recreation and leisure that we introduced is very much proving itself. In addition, we also opened five event halls, which also gives added value."
"Stay more at home"
Towards spring and Passover, the desire to renew and upgrade the home is often expressed in the painting of the house. "During the renovation season that begins on Passover, we usually see a 20% increase in home paint sales," says Tzvia Orenstein Kasen, VP of Marketing at Tambor, and presents a new survey conducted for Tambor through the SAPIO research institute.
"53% of the respondents in the survey we conducted stated that they plan to paint their house or parts of it in the near future," notes Orenstein Kasen, "but if we compare this to the survey we did last year in preparation for Passover, we see a decrease, so 68% of those surveyed reported that they plan to paint the house in the coming months. This is a reasonable figure because we know that the intentions to paint and renovate are greatly influenced by the mood in general. Although in the survey we conducted we see that almost 90% feel positive emotions after painting the house, you still first have to convince yourself to do it. We see that in recent months, in the shadow of the war , it is true that there has been an improvement in sales, but the volumes are still lower than those before the war."
As mentioned, color has an effect on mood. With the launch of a new color collection, Balance (the wisdom of balance), Tambor tries to respond to a variety of feelings. "We started working on the collection in 2023, before the war. After October 7, we made the necessary adjustments in order to offer a collection that we think gives an accurate answer to the feelings that the Israeli public will be looking for these days when it comes to choosing a color. Each color speaks of a different feeling, for example calmness, ease , stability, renewal and excitement," notes Orenstein Ksen. "Despite the complex times and the national mood, we felt it was right to launch right now, in the days when most of us are cooped up inside and staying at home more."
"less premium"
The appliance industry is also one of the industries that experience a significant increase in purchases before the holidays. "Usually in the months of March-April, leading up to Passover, the industry experiences a 30% increase in terms of the amount of sales compared to a normal month," says Sharon Rahamim, VP of Trade for the electrical appliance brand Beko, and presents a survey conducted by the Rushink Research Institute for The company, according to which a quarter of Israelis plan to purchase electrical appliances, with 14% of them replying that the main reason is the holiday promotions and discounts.
Among those planning to make a purchase, 25% intend to purchase a new refrigerator and 20% plan to purchase products relevant to the holiday, such as baking ovens. "This survey characterizes normal consumer behavior in the run-up to the holiday, despite the war," Rahamim points out and adds that if you look at the electrical goods market from January 2024 until today compared to the previous year, "then you see an increase of about 15% in the amount of products purchased, and I predict that the increase will continue until The end of the holiday. Despite all kinds of store closings, there was a need for LCD screens and an extra need for washing machines, dryers, small refrigerators and small kitchen products due to the move of evacuees to alternative housing. For small refrigerators, washing machines and dryers – this was a particularly challenging season. On the other hand, premium products that were affected in almost every category were pushed aside a bit."
According to Rahami, at least as far as the electrical industry is concerned, "we learned that the national mood no longer has an effect", and he sees no reason why the increase in electrical appliance sales will not continue until the end of April. However, in his estimation, "From May the trend will be reversed due to shortages. Now the importers are with goods because it was planned before, but a future inventory problem is expected. The import of products from the East will be delayed because of everything that happens with delays in the sea transport. We, as a European manufacturer, rather We specifically expect growth in our brand due to fast delivery from factories across Europe and short-term shipping by sea."
"kind of chaos"
Galit Falah, vice president of fashion trade in Mashbir, is also optimistic about Passover: "At the beginning of the war, there was a kind of chaos in general throughout the economy. There was a fear of leaving the house, the nature of the activity was partial in the beginning, some of the workers were on sick leave, there was a great uncertainty, there was a stop. The big awakening was in December. Since then the conduct is quite normal, but we are still all in a period of uncertainty of what will happen tomorrow." She says and points out that, in general, sales go up in the run-up to Passover.
"When the big peak arrives a week and a half before the holiday, then there is a doubling of redemptions compared to normal days. Fashion, home design and cosmetics are very strong areas during the holidays. I think that in the run-up to the upcoming holiday, people will go shopping even more than ever. First of all, spring brings with it a spirit of Renewal, and precisely now when the mood is not good, people are looking for the compensation. In addition, if in the past many people flew abroad during Passover, then now the flights abroad are on the decline, many people stay in Israel and therefore we expect that customers will also buy here for themselves and gifts for the holidays. For example, cosmetics grow 2.5 times during the holidays compared to a normal day, and this year I think it will be felt even more because fewer people will visit Duty Free. We are optimistic that more people will come."
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