ECONOMÍA

La oferta lucrativa y la demanda sentimental

Fuente: Internet

Valentín fue un sacerdote de la antigua Roma que ayudó a miles de jóvenes enamorados a contraer matrimonio; oponiéndose al decreto del emperador Claudio II, el cual prohibió celebrar matrimonios. Pese a ello lo continuó haciendo hasta el 14 de febrero del año 270 donde fue ejecutado. Este hecho histórico, muchos años después, desencadenó en lo que hoy conocemos como el día de San Valentín: día del @mor y la ami$tad.

El Área de Estudios Económicos del BCP proyectó un crecimiento entre 3.5% y 4% de crecimiento en el primer trimestre del 2019. Gran parte de ello se debe al consumo en los meses de febrero y marzo, debido a fechas festivas como el jueves pasado o el ingreso al colegio de millones de niños, por ejemplo. Es importante denotar cuanto movimiento puede generar un gasto emocional, el cual no concibe razones. Como el 14 de febrero de cada año; donde muchas personas buscan la mejor experiencia, ya sea a través de un regalo tangible o el disfrute de un momento acompañado de un amigo(a), enamorad(o), familia, etc. Los obsequios con mayor demanda se encuentran en los rubros de joyería, chocolatería y accesorios reveló Juan José Calle, presidente de la Asociación de Centros Comerciales (Accep). En cuanto a la experiencia, los más solicitados llegan a ser las cenas nocturnas, los viajes al interior del país, ir al cine, conciertos, entre otros. Todo ese esfuerzo conlleva a un gasto promedio entre S/ 180 a S/ 200, según el presidente del Comité de Retail de la Cámara de Comercio de Lima (CCL), José Cabanillas.

Esta fecha tan importante, donde la mayoría se siente casi en la obligación de cumplir y participar de los detalles, genera gran masa de comercio físico y virtual. Las compras online llegan a ser las favoritas debido al poco tiempo de preparación para brindar un presente adecuado, además de las distintas novedades y el delivery perfecto para brindar una sorpresa en el trabajo, en la casa o en el lugar que usted escoja. Y esto es evidenciado en un reciente análisis de OLX Perú, donde se indica que en San Valentín se realizan las mayores compras del mes y dicha participación se distribuye en 65% por parte de los varones y el 35% restante en las mujeres. Asimismo; se abre, en menor medida pero muy destacable, un mercado para las personas solteras y que según cifras de Mi Media Manzana, los aproximadamente 5 millones de solteros entre los 20 y 55 años tienen un gusto importante por las aplicaciones de citas.

Sin duda, el ecosistema económico – emocional generado por este evento es el resultado de las fuertes campañas de marketing por lograr captar los mayores ingresos posibles en tan solo 24 horas, y también por la cultura misma que desemboca en una tradición popular y muy respetada todos los años.

Joseph Luján
Ingeniero Industrial por la PUCP. Perseverante, comprometido y multifacético. Especialista en finanzas, emprendimiento, educación y locución de radio.
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