In Brazilian retail, holidays are much more than seasonal moments, as they represent true economic boosters. According to the National Confederation of Commerce (CNC), holidays account for up to 35% of the annual revenue of many retail segments. Christmas alone, for example, is responsible for approximately 25% of annual sales in the sector, while Mother’s Day and Black Friday rank second and third, respectively, with sales volume increases of up to 12% and 10%. In 2024, Brazilian commerce generated R$13.2 billion on Mother’s Day alone, according to a Neotrust survey, demonstrating the strategic importance of these occasions.
According to marketing and business strategy expert Frederico Burlamaqui, success during these holidays isn’t just about offering discounts or one-time promotions, but about creating experiences that emotionally connect consumers with the brand. ‘Many companies still underestimate the power of anticipation. When you prepare a campaign in advance, you can work on desire, belonging, and even exclusivity—key triggers for purchasing decisions. However, beyond emotional appeal, there’s also room for innovation. It’s not enough to simply say the product has a 20% discount. You need to tell a story, show why that date is special for the customer and how the brand makes it even more special,’ he says.
The emotional appeal mentioned by Burlamaqui becomes even more relevant in a scenario where the purchasing journey is hybrid and personalized. ‘Today, consumers don’t just want to consume—they demand to materialize their inner desires. That’s why campaigns that touch on family, emotional, or community values tend to be more successful. A good example of this is the rise of cause marketing during holidays like Mother’s Day and Children’s Day, when brands position themselves with actions focused on valuing women or child inclusion, for example,’ adds the expert.
Planning X Success
According to a Social Miner survey, companies that start promoting campaigns at least one month in advance have, on average, 30% higher conversion rates than those that launch last-minute actions. ‘Planning is the heart of an effective sales strategy. Anticipating actions allows for better negotiations with suppliers, structuring more robust media campaigns, and even personalizing customer service,’ emphasizes Burlamaqui.
The expert concludes by reinforcing that with so many holidays distributed throughout the year, the retail calendar is full of opportunities to create themed campaigns and stimulate consumption. ‘Beyond traditional occasions, there are also less-explored dates with great engagement potential, such as Customer Day or Halloween. With well-planned actions for these occasions, retail has the chance to build relevant campaigns, attract new audiences, and strengthen ties with loyal customers,’ he comments.
10 practical tips for retail to better leverage holidays:
1 – Plan ahead: create an annual promotional calendar and start designing each campaign at least 30 to 45 days in advance.
2 – Invest in emotional communication: create campaigns that evoke feelings and foster identification with the audience, humanizing your brand.
3 – Offer experiences, not just discounts: set up themed displays, promote in-store actions, and creatively explore digital channels.
4 – Use data to your advantage: analyze past sales history and customer behavior during previous holidays to personalize offers and actions.
5 – Integrate sales channels: ensure your website, social media, and physical store are aligned and convey the same message.
6 – Leverage less-explored dates: innovate by creating campaigns for non-traditional holidays like Friendship Day or Customer Month, generating differentiation and engagement.
7 – Create exclusive kits and products for the occasion: personalize your product mix with limited editions or special combos directly linked to the holiday.
8 – Strengthen customer service: invest in team training and expand support channels during peak periods.
9 – Invest in strategic partnerships: collaborate with influencers, local brands, or service providers to add value to your campaign and reach new audiences.
10 – Monitor and evaluate results: after each campaign, conduct a performance analysis to understand what worked and what can be improved in future actions.
