Consumer behavior during holidays has been transforming with technological advancements, the digitization of retail, and changes in consumer habits. According to a recent NielsenIQ survey, about 67% of Brazilians claim to financially plan for purchasing gifts on special occasions like Mother’s Day, Christmas, and Valentine’s Day. This not only highlights the importance of these periods for commerce but also the need for well-structured strategies to attract and retain customers. The performance of retail, whether physical or digital, has been driven by a combination of promotions, personalization, and an increasingly agile and integrated shopping experience.
Among the main factors influencing customer decisions are fast delivery, product quality, and experience. With the acceleration of e-commerce, convenience has taken center stage: consumers expect short delivery times, scheduling options, and simplified processes. Another growing trend is personalization. Gifts that can be customized with additional items like chocolates, plush toys, drinks, or scented candles stand out for conveying more care and attention. This type of differentiation is more prominent in categories such as flowers, gift baskets, cosmetics, and décor, especially on digital platforms, which allow easier adjustments at the time of purchase.
Promotions and discounts remain central to the decision to buy a product. They not only boost short-term sales but also contribute to customer loyalty—when offered thoughtfully. Another powerful tool is providing gift suggestions. Many consumers are unsure about what to buy, and brands that can guide them with curated lists, themed collections, and ready-made kits ultimately simplify the shopping journey and strengthen customer relationships. These tips can be shared at points of sale, on social media, in emails, and through digital ads.
In the context of seasonal celebrations, planning is crucial for sales success. Simply following the calendar isn’t enough—it’s necessary to prepare inventory, train staff, and align all marketing and operational actions to deliver a seamless experience. Being proactive also makes a difference. Making an early impression with teasers, exclusive discounts for registered customers, and targeted campaigns helps capture audience attention ahead of competitors.
Retail commerce has been achieving significant results in 2025, driven precisely by well-executed holiday strategies. On Valentine’s Day, for example, sales grew by 11.3% compared to 2024, according to Itaú Unibanco research data. Easter also performed positively, with a 6.4% increase in orders, based on the Cielo Expanded Retail Index (ICVA), reversing the decline seen the previous year. Mother’s Day stood out even more: it is estimated that over half of Brazil’s population bought gifts for the occasion, with an average spending of R$ 250 to R$ 450 per person, as per data from the National Confederation of Store Managers (CNDL) and SPC Brasil.
These trends reinforce the role of seasonal dates as key drivers of consumption and highlight the need for strategic planning that includes both physical and digital commerce. In an increasingly dynamic and demanding market, staying attuned to new consumer demands is not just a differentiator—it is essential to ensuring relevance, competitiveness, and business sustainability.
