Planning strategies for retailers: how to prepare for the challenges of 2025

The secret to boost the revenue of your company is in the early planning for the new year that is about to begin. This is because commemorative dates such as Mother's Day, Black Friday and Christmas represent valuable opportunities to leverage sales, both in the physical and digital environment. And in a 2025 that will be marked by many long holidays, shopping malls and e-commerces are consolidated as essential alternatives to ensure profitability. Not least because in 2023, e-commerce in Brazil has released R$ 196.1 billion according to the Observatory of the National Electronic Commerce, Ministry of Development (Abillion, following 1.Mainment, maintaining the 1.M)

“If planning in advance allows the best alignment between organization and execution.In addition, develop relevant campaigns and emotional connection, and align them in all sales channels, whether physical or digital, is essential for promising results. Here we follow a schedule thought months in advance, with this, we expect an increase of 10% in Carnival, the first festive and high profitability moment of 2025, where people search for makeup for their fantasies and skin care due to exposure to the sun”, explains Candido Espinheira, CEO of Yes! Cosmetics, vegan cosmetics network.

A planned calendar should contain a continuous investment in training to ensure that operations can deliver the best experience to each customer according to the profile and needs of each. 

“Na Yes! Cosmetics the preparation strategy begins at least six months in advance. We plan news focusing on launches and reformulation of part of the portfolio, always thinking of improving the quality of formulas and packaging of items. Thus, throughout 2024, we had more than 30 launches strategically carried out in the months of April, may, June, july, September, November and December. The disclosures of each novelty are 10 to 15 days before the official date to create expectation, engage the public and prepare the sales channels”, says Espinheira. 

With an eye on trends 

For the next year, the demand for sustainable and quality products should continue as a top priority for consumers. The market for natural and vegan cosmetics continues to grow, with the forecast of exceeding US$ 21 billion by 2027, according to MarketGlass. “This sector requires strategies increasingly focused on innovation, as well as a deep connection with the desires and values of consumers, who seek not only effectiveness, but also environmental and social responsibility in brands that choose”, comments the entrepreneur.