Spanish sales campaigns lift Rajapack packaging demand by 9.7%

Packaging demand outpaces order growth

Spain’s winter and summer sales campaigns generated a 9.7% increase in packaging demand for Rajapack compared with the same periods of 2025, according to Alimarket. The multichannel distributor of packaging, supplies and equipment said the result reflected a strong campaign for both retail and e-commerce customers.

The number of orders increased by 6.3%. Because packaging demand rose faster than transaction volumes, the figures indicate that customers placed larger orders to prepare for peaks in commercial activity. This difference matters for suppliers because higher quantities per transaction affect inventory planning, warehouse capacity and the timing of deliveries during concentrated promotional periods.

The two campaigns are significant for Rajapack beyond the immediate increase in volumes. Winter and summer sales together account for close to 20% of the company’s annual revenue, making them two of its busiest periods. Bernard de Paauw, CEO of Rajapack Spain, said sales had increased from the previous year and highlighted stronger summer demand from customers managing physical stores and online shipments simultaneously.

Retail growth and earlier promotions reshape the season

The increase occurred against a favorable commercial backdrop. Spanish retail sales grew by 2.4% year on year in June, when the summer discount period began, according to Spain’s National Statistics Institute, or INE. The retail figure supports the packaging supplier’s data, although Rajapack’s 9.7% demand growth also points to operational changes in how merchants prepare for sales.

Discount campaigns no longer begin uniformly in physical stores. Large brands increasingly launch promotions through applications and online channels before extending them to shops. Alimarket reported that summer sales now start in the final week of June rather than on the first day of July. A similar sequence emerged during the winter campaign, when some retailers activated discounts on websites and applications before introducing them in stores.

This longer and more fragmented promotional calendar can spread consumer purchases across channels while requiring retailers to have packaging available earlier. Suppliers serving both store networks and fulfillment operations must therefore respond to overlapping demand for point-of-sale packaging, parcel shipping and replenishment.

Paper formats, returns and branding drive purchases

Customized paper bags, mailing boxes and paper envelopes were among the products recording the strongest demand increases during the sales periods. The product mix illustrates the increasingly omnichannel nature of discount campaigns: paper bags support physical retail, while mailing boxes and envelopes are central to online order fulfillment.

Online activity is also changing the functional requirements for packaging. Returns have become a particular focus, and Rajapack offers two-way solutions that allow consumers to send products back in the same packaging in which they were delivered. Reusable return functionality can simplify reverse logistics for retailers and reduce the need for customers or merchants to source a second package.

Environmental considerations and customization remained important even during periods of maximum demand. Rajapack said customers increasingly sought environmentally responsible products while also requesting packaging that displayed their brands in stores and on online orders. For packaging suppliers, the sales season is therefore not only a volume event: it also concentrates demand for formats that combine shipping, returns, environmental attributes and brand visibility.