Spanish retail and consumer trends

In July, Spain experienced a decline in retail sales and employment. According to the National Statistics Institute (INE), retail sales fell by 0.2% year-on-year, ending a 43-month streak of increases. Retail employment also contracted by 0.1% year-on-year, following 58 months of growth. While large chains and supermarkets saw sales increases of 5.1%, smaller chains experienced a 7.1% reduction in turnover. The region of Castilla-La Mancha bucked this trend, with retail sales rising by 2.3% and employment growing by 1.3%.

As the back-to-school season begins in late August and September, consumer planning for the final quarter of the year is intensifying. Analysis by Teads indicates that households use this period to prepare for autumn and Christmas shopping, often engaging in a twelve-week process of information gathering and price comparison before major commercial campaigns. Initial consumption focuses on technology, such as computers and tablets, to meet educational needs. This is typically followed by interest in home decor and fashion in October as consumers establish budgets ahead of November promotions. Data from IAB Spain underscores the role of digital commerce in this cycle, noting that 77% of Spaniards—approximately 27 million people—shop online, averaging 2.5 purchases per month.

By late August and into September, the start of the new school year continues to trigger a significant planning phase for the final quarter, maintaining consumer interest in technology, home goods, and fashion. Additionally, there is a growing trend toward sustainable consumption, with families increasingly opting for second-hand books and recycled materials to reduce environmental impact and costs. Recent reports confirm that the ‘back to school’ season continues to drive significant consumer planning, as families manage high costs for supplies and technology while seeking cost-saving measures.