Carolina Afonso, ISEG University Professor Today, 00:06 Awareness campaigns that promote conscious consumption can encourage consumers to consider not only the price, but also the impact of their purchases. As the peak season approaches - the period of Black Friday and Christmas shopping - the Shein and Temu platforms are consolidating their position as forces in the European market, captivating consumers with an irresistible offer: fashion and a variety of other products at rock-bottom prices. With inflation affecting family budgets, the appeal of aggressive discounts becomes even stronger, especially at a time when 43% of European consumers say they are more price-sensitive, according to McKinsey. Shein, a specialist in digital fast fashion, and Temu, with a wide range of products, have been expanding rapidly. Euromonitor data shows that in 2023, Shein captured 28% of the online fashion market in the US and is now growing in Europe, where consumers are looking for affordable alternatives. During Black Friday and the Christmas season, the impact of these low prices is even more intense, as discount campaigns on digital appeal to consumers to make significant purchases at lower costs. The social commerce strategy that drives these platforms, which is very popular in China, combines social networks and e-commerce. This model allows them to capitalize on social interactions, with the influence of recommendations and live broadcasts. Shein and Temu use algorithms to quickly identify and respond to trends, presenting new products in a matter of days. In Europe, this approach is finding fertile ground, especially among younger people, for whom social networks are a reference point for shopping. The impact of "social commerce" is increasing in this peak consumer season, with Shein and Temu gaining the upper hand over traditional retailers. According to PwC, 39% of European consumers plan to do the majority of their Christmas shopping online, a figure that reinforces the pressure on local companies to compete with the digital giants. However, the model of these low-cost platforms raises concerns about labor practices and sustainability. While European companies face strict regulations, Chinese platforms benefit from fewer restrictions, creating unfair competition. For European retailers, one way to face this competition is to invest in differentiation, highlighting products with quality and sustainability, in order to attract consumers who value the environmental and social impact of their choices. Adopting "social commerce" practices can also help, allowing closer contact with the customer and increasing their connection with the brand. European regulators also have an important role to play. Measures such as strengthening import controls and setting sustainability standards help to balance the market. Awareness campaigns promoting conscious consumption can encourage consumers to consider not only the price, but also the impact of their purchases. In this high season, the challenge of meeting the appeal of Shein and Temu's offers depends on a coordinated response between companies, regulators and consumers. The ability of European retailers to adapt and differentiate, coupled with fairer regulation and consumer education, will be essential in facing the pressure of these platforms in Europe. Carolina Afonso, ISEG University Professor Today, 00:06 Carolina Afonso, ISEG University Professor