Abstract
The Sunday opening of shops is a very debated topic on both international and national levels. On a European level, the regulation of Sunday work is varied, with most Member States that, like Italy, do not impose restrictions on openings and working hours. The present work aims to analyze the European reference framework of Sunday openings, focusing on the Italian situation, which is currently experiencing proposals for change. Moreover, from the statistical analysis of the purchase data made in the main Italian stores of a multinational company, the of the Sunday is highlighted, analyzing the characteristics and peculiarities that orient Sunday shopping. The Two Step cluster analysis provides different profiles, among which emerges the consumer profile of Sunday, which assumes peculiar characteristics and different from those of consumers of the other days of the week. Key words: Sunday shopping, consumer profile, cluster analysis.
Highlights
The regulation of Sunday work is a subject that has long divided and has been long discussed by public opinion
The present work aims to frame the European situation of Sunday openings, focusing attention on the current Italian situation
From the analysis of the data carried out on the main Italian stores of a well-known Swedish multinational, the profile of the Sunday consumer is highlighted, analyzing in detail his personal characteristics, spending preferences and the motivations that drive him to Sunday shopping
Summary
The regulation of Sunday work is a subject that has long divided and has been long discussed by public opinion. According to the CCT, the consumer of the new millennium is increasingly an Internet user (Arnould and Thompson, 2005) and approaches consumption in a multi-channel mode (Carrù and Cova, 2012), giving an objective boost to online commerce; but the growth of ecommerce, has further introduced complexity in the activities of physical commerce, which sees its perimeter shrinking both due to the crisis, which has subtracted sales, and the action of digital market places In light of this data, again according to Federdistribuzione, compared to the current situation, to go back would cause a worsening of the service offered to the Italian population, whose approval is shown by the 19.5 million people who shop on Sunday and an undoubted advantage to the e-commerce, which could accelerate its growth, exacerbating the situation for physical commerce, which invests in territories, creating employment and local development. Without the advent of e-commerce and without the economic crisis, liberalization would have led to a jump in sales, as Federdistribuzione implies? Or would nothing has changed, as the political representation of the current Italian government affirms?
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