Consumer Day, celebrated on March 15, stands out as a significant date for e-commerce in Brazil. Generation Z, composed of young people born between 1995 and 2010, has played a crucial role in transforming the shopping landscape, demonstrating a clear preference for online transactions.
According to research conducted by Akamai, 74% of Generation Z consumers in Brazil shop online at least once a month, highlighting this group’s growing trust and familiarity with the digital environment. Additionally, 62% of these young people use mobile devices as their primary means of making purchases, reinforcing the importance of platforms optimized for smartphones and tablets, according to a study conducted by MeSeems/MindMiners commissioned by Google.
At the same time, the purchase of gift cards has emerged as a promising trend among Brazilian consumers. This is shown in the report by Javelin Strategy & Research, where 67% of Generation Z redeemed online gift vouchers. ‘These cards offer flexibility and convenience, allowing recipients to choose products or services of their preference,’ comments Hidalgo Dal Colletto, CEO of Insys BR.
A survey conducted by Brazil Panels, a consultancy specialized in market research and full-service marketing, reveals that gift-giving is a common practice for 68.7% of Brazilians, with variations according to social class. This data reinforces that purchases via gift cards can be more effective, meeting the expectations and desires of the recipients.
‘In the current context, where personalization and convenience are highly valued, gift cards stand out as an effective solution. They eliminate the uncertainty in choosing gifts and offer consumers the freedom to select what they truly desire,’ says Hidalgo.
For retailers, this trend represents an opportunity to engage Generation Z and other segments, providing shopping experiences aligned with contemporary preferences. ‘Consumer Day, like other retail dates, helps us reflect on the evolution of consumption habits in Brazil, where Generation Z leads the preference for online shopping and a growing adoption of gift cards as a practical and flexible alternative for gifting,’ concludes the CEO.
