Consumer behavior on commemorative dates has been transforming with the advancement of technology, the digitalization of retail and changes in consumer habits. According to a recent survey by NielsenIQ, about 67% of Brazilians claim to plan financially to acquire gifts on special occasions such as Mother's Day, Christmas and Valentine's Day.This reveals not only the relevance of these periods for trade, but also the need for well-structured strategies to attract and retain customers. The performance of commerce, whether physical or digital, has been driven by the combination of promotions, customization and an increasingly agile and integrated shopping experience.
Among the main factors that influence the decision of customers are fast delivery, product quality and experience. With the acceleration of e-commerce, convenience has gained prominence: consumers expect short deadlines, scheduling options and simplified processes. Another point that has been gaining strength is customization. Gifts that can be customized with additional items such as chocolates, plushies, drinks or aromatic candles stand out for transmitting more care and attention. This type of differential has greater presence in categories such as flowers, baskets, cosmetics and decorative items, especially in digital channels, which allow adjustments at the time of purchase more easily.
Promotions and discounts remain central elements in the decision to buy a product. They not only boost sales in the short term, but also contribute to customer loyalty, provided they are offered in a planned way. Another powerful feature is to offer gift suggestions. Many consumers have questions about what to acquire, and brands that can guide them with curation, thematic lists and ready kits end up facilitating the purchase journey and strengthening the customer relationship. These tips can be disseminated in points of sale, social networks, emails and digital ads.
In the context of seasonal celebrations, planning is crucial for sales success. It is not enough to just follow the calendar: you need to prepare the inventory, train the team and align all marketing and operation actions to offer a flawless experience. Anticipation also makes a difference. Marking presence before competitors with teasers, exclusive discounts for registered customers and segmented campaigns helps capture the attention of the public.
Retail trade has been reaping significant results in 2025, driven precisely by well-executed strategies on commemorative dates. On Valentine's Day, for example, there was a growth of 11.3% in sales compared to 2024, according to research data from Itau Unibanco. Easter also had a positive performance, with a high of 6.4% in orders according to the Cielo Index of Extended Retail (ICVA), reversing the fall recorded in the previous year. The Mother's Day stood out even more: it is estimated that more than half of the Brazilian population 10000th of the Confederates (100th person has purchased from the Brazilian population, with R400000000 of the R100000 of the R1 and RTPD1 of the R1 of the population.D1000 of the RTP
These movements reinforce the role of seasonal dates as important drivers of consumption and highlight the need for strategic planning that contemplates both physical and digital commerce.In an increasingly dynamic and demanding market, being aware of new consumer demands is not only a differential, it is essential to ensure relevance, competitiveness and sustainability in business.
