Interview with leDénicheur

In a conversation with Romain Gavache, Country Manager for France at leDénicheur, we take a look at the key findings of a study examining the impact of rising prices on purchases of high-tech products, home appliances, and gaming gear. From delayed purchases to budget trade-offs and new comparison habits, he breaks down how French consumers are adapting their spending behavior today.

Question 1: Given that purchasing power remains a key concern, what led you to launch this study on the impact of rising prices in the high-tech, home appliance, and gaming sectors? What did you need to better understand about French consumers’ purchasing behavior? 

The broader economic context is affecting the prices of many consumer goods—a fact we’ve also observed in our data. Access to certain products is becoming more expensive for consumers. We wanted to gauge how aware consumers are of these changes and the impact they have on their purchasing decisions. Beyond simply noting price trends, we wanted above all to understand how this inflation is actually changing consumer behavior: Are French consumers giving up on buying new items, postponing their purchases, or simply changing the way they shop? 

Question 2: The study shows that the French are not giving up on buying new items in large numbers: nearly one in two has purchased at least one item in the last six months. But it also reveals that 30% have postponed or canceled at least one purchase, with this trend particularly evident among those under 35, households with children, and lower-income groups. In your opinion, what does this dual trend indicate?

There are essential items and luxury items: a new washing machine carries different implications than a new video game console, even though there are, of course, many situations in between. Furthermore, not all consumers have the same budget or the same need to postpone their purchases. Above all, our study shows that the French are not giving up on purchasing goods en masse: they are simply making more careful trade-offs. Purchases are becoming more deliberate, and priorities vary depending on each individual’s circumstances. People under 35, households with children, and lower-income groups are, unsurprisingly, the ones who have to make the most significant trade-offs. 

Question 3: The study shows that consumers are no longer simply looking to buy at the lowest price, but rather to regain control over their purchasing decisions: they compare prices, wait for the right moment, track prices, and sometimes turn to refurbished products… How do you think this trend will transform the relationship between brands, retailers, and consumers in the coming months?

This is good news—consumers are regaining the upper hand. Reasonable and informed consumers are comparing offers more closely and expecting greater transparency from sellers. They’re no longer just looking for the lowest price; they want to be sure they’re buying at the right time and at the right price. To maintain their credibility and retain their customers, retailers will need to be truly competitive without resorting to certain sales and marketing tactics. Price comparison sites, price tracking, and the secondhand and refurbished markets are thus becoming essential tools to help consumers stay in control of their budgets.