In 2020, the greatest claim made by merchants to the national government and local authorities was the closure of their businesses.The measure, which was implemented to avoid agglomerations and, therefore, the infections in the pandemic, represented for many a significant drop in sales, the delivery of premises that could not continue to pay and, even, bankruptcy.
According to Conecámaras, in the first quarter of 2020, the creation of companies in the country fell 11 %, while in the second quarter 47 %were reduced, reflecting the crisis that was lived in the business sector.And although the formal ones could benefit from the Formal Employment Support Program (PAEF), the transitory exclusion of certain taxes and sales in the days without VAT, the true reactivation came in 2021, with the gradual opening of the economy in exchange for strictBiosecurity Protocols and Protocols.
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After more than a year and a half of uncertainty for this line, merchants are now preparing for the Halloween era, one of the seasons in which Colombians spend the most and that is the prelude to the last quarter, the most anticipated period of the most anticipated yearfor the sector.Sweet manufacturers, costume stores, decoration and even bars see in this quarter an opportunity to recover what the pandemic took them.
“This time is very important for merchants, because they sell from piñatas to costumes and decorations for parties, houses and offices.It makes the San Victorino sector begin to have cash flow and begin to recover the economy, ”says Yansen Estupiñán, manager of Neos Center and member of the Board of Directors of Asosanvictorino, the association that represents merchants in this area of this area ofBogotá.
San Victorino is, as some members of the sector say, "the Corabastos de la Claís" for the city.With 57 shopping centers and 17 apples dedicated to trade, it is one of the key places to measure the pulse of this activity in the capital.Although their premises were closed for a good part of 2020, the arrival of customers has not been waiting in 2021.
“In 2020, for quarantines, everything was very alone.There was no movement that is always in Halloween.Right now we are gradually recovering what was lost last year and we cannot say that it has been in the previous years, but a little better, ”says Chiquinquirá, a costume saleswoman that has its premises on 11th Street.
On a good day, Chiquinquirá can sell between 25 and 50 costumes, both for adults and for children.In fact, they sell more than their masks or accessories.In the area, the base price is $ 45.000 and can be found up to $ 1’800 suits.000.
“Last year it was bad, bad.But this has seen greater fluency: on weekends sales rose 80 % compared to last year and the previous year.It must be because we do not have so many restrictions, ”says Rafael, in charge of assemblies and ornaments, a store that has five stores in the city.
That is what another seller coincides who preferred not to give his name."This year is much better than the past, but by the street vendors the sale is lowered," he says.According to the young woman, who sells dishes, glasses and thematic ornaments for parties, in one day she can market between $ 2 and $ 3 million."I hope this becomes good from here at the end of the year and that Claudia does not contain us, he adds".
The rest of the year these stores are usually accommodated according to the season: in January they sell school materials, from February to October they are dedicated to the piñatería or theme parties and the last quarter to sales sales, decoration of Halloween and Christmas items.
Street vendors also expect this to be a good opportunity to adjust their finances from here to December.Alejandro Gutiérrez is one of them.Sells socks, sweets and masks in the busiest street in the sector."This year business is reactivated.Some say there are days when $ 1 or $ 2 million are sold in the streets, but that is a lie.A good day I sell $ 700.000.For November I hope to make December for my children, ”he says.
Likewise, the large shopping centers promise to control their capacity (which is today in 75 %) and hope that this last quarter will be able to exceed 2020 sales in 70 %, which were driven by digital channels.
"We come from several enclosures, so now people begin to overflow to buy things that they could not acquire before," says Carlos Leiva, director of Operations of the Great San.
Leyva says that as of October they usually receive two more employees in each of its 700 stores, as the end of the year is coming.They also prepare a security campaign to prevent children from separating from their parents at this time.
THE MONTH OF THE SWEETS
A virtual survey, conducted in 2020 by Fenalco in the main cities of the country, revealed that 53 % of the people consulted would celebrate Halloween, compared to 47 % who said no.The figures showed the change in the social dynamics caused by the pandemic, because in 2019 the number of those interested in celebrating was 73 %.
The percentage of people who would give sweets also reduced, from 76 to 50 %.However, the confectionery industry managed to overcome the crisis, export and maintain good figures in pandemic.Even for some merchants in the center of Bogotá, October was one of the best months in an atypical year.
This is what Valentina Castañeda, in charge of a San Victorino candy, tells.The woman tells that in 2020 the sales season began on October 2, and since the children could not leave their homes, many parents bought candies to consume at home.In 2021, sales promise much more.
“Thank God I have been opened for three months and since the place was opened every day it is sold.The product that we sell is the ‘Halloween’ package, in which 300 economic sweets come.On average, we market between 200 and 300 candy packages wholesale, ”says Castañeda.
Although they are in full season, the young woman says that the end of October will be a "madness", because many Colombians expect the payment of the fortnight to start buying.In addition, companies and foundations visit the sector in search of sweets to donate."On October 31, 200 % more is filled and sold," he says.
Valentina's words echo the results of the sweet and confectionery sector in the country.César Caicedo, president of Colombina, a company recognized by iconic brands such as the Bon Bum and La Nucita, says that in 2020 the company managed to exceed the effects of the crisis and closed the year with income for $ 1.9 billion.
“A pesar de las dificultades que enfrentaron los negocios, principalmente a partir del segundo trimestre de 2020, la compañía mantuvo una adecuada solidez financiera, conservando en buen nivel los indicadores económicos claves”, dice a El Espectador.
Within the framework of the economic reactivation, Colombina managed to close the first semester of 2021 with income of $ 948.599 million, a net profit for $ 24.522 million and 5 % sales growth."We are sure that the Halloween season will be the protagonist of this economic reactivation," says the Executive.
For his part, Sergio Ocampo, Andean Commercial Director of Lifesto Aldor, affirms that the pandemic was very demanding, especially in the way of attending the channels and the final consumer."This category was very strong in the months of April and May, after the opening of the gradual economy, it was recovering month after month, ending the year with figures very similar to those of 2019".
The Company, owner of Fruits and Yogueta and Pin Pop pacifiers, was affected by the blockages, the shortage of inputs and the road effects left by the national strike days, to the point that it had to suspend its production.
Despite the effects, Ocampo mentions that they have felt a strong reactivation of consumption in all channels, “due to the opening of many sectors of the economy, such as schools, bars and restaurants.These growth are double digit and budget.
These companies also take advantage of the season to launch a differentiated portfolio in order to attract more consumers.For example, dress their products with reasons alluding to the celebration or change their name temporarily.
Confectional sector reactivation is also reflected in export figures.According to Procolombia, between January and July 2021, US $ 82.7 million was exported, that is, 20 % more than in the same 2020 period.
"The sweets are a key part of the Colombian tradition, especially when it comes to sharing important family moments or celebrating dates such as Halloween," said Camilo Montes, executive director of the Andi Food Chamber.“We are proud to say that during 2020 the main category of exports of affiliated companies was that of confectionery and chocolate, thanks to 71.379 tons that we send to 338 countries, ”he added.
And the thematic parties?
Another sector that sees on Halloween a reactivation opportunity is that of bars and discos.Although a road map has not yet been defined between the City Hall and the private ones for this date, there are already establishments that have planned events and parties.
Without a doubt, this line was one of the most affected by the pandemic, as they were closed for more than a year.Only until June 8, 2021 the Mayor's Office of Bogotá authorized the opening of bars, discos and mass events.
"We last a closed year and three months.If the bars did not open in June, we were going to have to close, ”recalls Édison Ramírez, owner of Theatron, a renowned gay club located in the town of Chapinero, in Bogotá.“Luckily we had good finances and in all this time we managed to keep 22 employees.In June, when we could open, we began to carry the ship afloat ”.
Traditionally, Halloween is one of the most iconic parties in the place.Before the pandemic, from Tuesday to Saturday, I had the ability to gather 7.500 people and had 350 employees, but today it manages a 50 %capacity, eliminated its open bar and opens from Thursday to Saturday.
"Reactivation has been gradual.We have had support from the distributors with whom we work and among all we have held meetings to see how we are going to try to return to a new normality.Working together makes us feel gratitude, we have many women's head, older people and young people who have returned with a lot of energy.Now we are hiring again and we are in 178 employees.The theme of customers has also been very positive, because they needed space.His mental health was affected.For heterosexuals, bars can be anything, but for us it was an identity site, ”adds the businessman.
As for Halloween, Theatron bet on a party whose theme will be "Movie Villains".However, Ramírez clarifies that it will be a different celebration than that of previous years, because he will have to control the capacity.
Like the club, there are other bars in different areas of the city that have begun to promote their celebrations and, with them, to boost their sector."We can't talk about reactivation ignoring the night and the party.To reactivate the economy we have to reach a consensus, understand the situation and among all to put.Thus we will keep the jobs, ”concludes the businessman.
