In Brazilian retail, holidays are much more than seasonal moments, as they represent true drivers of the economy. According to the National Confederation of Commerce (CNC), holidays account for up to 35% of the annual revenue for many retail segments. Christmas, 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 Neotrust’s survey, demonstrating the strategic importance of these occasions.
For marketing and business strategy expert, Frederico Burlamaqui, success during these dates is not just about offering discounts or specific promotions, but about creating experiences that emotionally connect the consumer 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, which are key triggers for the purchasing decision. However, beyond the emotional appeal, there is also room for innovation. It is not enough to just say that the product is 20% off. You need to tell a story, show why that date is special for the customer and how the brand makes that date even more special,’ he explains.
The emotional appeal mentioned by Burlamaqui becomes even more relevant in a scenario where the buying journey is hybrid and personalized. “Today, the consumer doesn’t just want to consume, he also wants to materialize his inner desires. Therefore, 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 on occasions like Mother’s Day and Children’s Day, where brands take actions focused on valuing women or promoting child inclusion, for example,” adds the specialist.
Planning X Success
According to the survey by Social Miner, companies that start promoting campaigns with at least one month in advance have, on average, 30% more conversions than those that launch last-minute actions. “Planning is the heart of an effective sales strategy. Anticipating actions allows for better negotiation with suppliers, structuring stronger media campaigns, and even personalizing customer service,” highlights Burlamaqui.
The specialist concludes by emphasizing that with so many distributed celebratory dates throughout the year, the retail calendar is full of opportunities to create thematic campaigns and stimulate consumption. “In addition to the more traditional occasions, there are also less explored dates, but with great engagement potential, such as Customer Day or Halloween. With well-planned actions for these occasions, retailers have the chance to build relevant campaigns, attract new audiences, and strengthen relationships with already loyal customers,” he comments.
10 practical tips for retail to better leverage celebratory dates:
1 – Plan ahead: develop an annual promotional calendar and start outlining each campaign at least 30 to 45 days in advance.
2 – Invest in emotional communication: create campaigns that evoke feelings and bring identification with the audience, humanizing your brand.
3 – Offer experiences and not just discounts: set up thematic displays, promote in-store promotions, and explore the digital creatively.
4 – Use data to your advantage: analyze sales history and customer behavior on previous dates to personalize offers and actions.
5 – Integrate sales channels: ensure that your website, social media, and physical store are aligned and convey the same message.
6 – Take advantage of less explored dates: innovate by creating campaigns on non-traditional dates, such as Friendship Day or Customer Month, generating differentiation and engagement.
7 – Create kits and exclusive products for the occasion: personalize the product mix with limited editions or special combos that have a direct connection to the celebrated date.
8 – Reinforce 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 the next actions.
