Consumer behavior on special dates is evolving 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 financially plan to purchase gifts on special occasions such as Mother’s Day, Christmas, and Valentine’s Day. This not only reveals the importance of these periods for commerce 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 a combination of promotions, personalization, and an increasingly agile and integrated shopping experience.
Among the key factors influencing customers’ decisions 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 growing trend is customization. Gifts that can be personalized with additional items such as chocolates, stuffed animals, beverages, or scented candles stand out for conveying more care and attention. This type of differentiation is more prevalent in categories like flowers, baskets, cosmetics, and decorative items, especially in digital channels, which allow adjustments at the time of purchase more easily.
Promotions and discounts continue to be central elements in the decision to purchase a product. They not only drive sales in the short term but also contribute to customer loyalty, as long as they are offered in a planned manner. Another powerful resource is to offer gift suggestions. Many consumers have doubts about what to buy, and brands that can guide them with curation, thematic lists, and ready-made kits end up facilitating the shopping journey and strengthening the relationship with the customer. These tips can be promoted in points of sale, social networks, emails, and digital ads.
In the context of seasonal celebrations, planning is crucial for sales success. It’s not just about following the calendar: it’s necessary to prepare stock, train the team, and align all marketing and operation actions to offer a seamless experience. Anticipation also makes a difference. Being present before competitors with teasers, exclusive discounts for registered customers, and targeted campaigns helps capture public attention.
Retail has been reaping significant results in 2025, driven precisely by well-executed strategies on festive dates. On Valentine’s Day, for example, there was an 11.3% growth in sales compared to 2024, according to research data from Itaú Unibanco. Easter also had a positive performance, with a 6.4% increase in orders according to the Extended Retail Index (ICVA) from Cielo, reversing the decline recorded in the previous year. Mother’s Day stood out even more: it is estimated that more than half of the Brazilian population bought gifts on the date, with an average expenditure between $50 and $90 per person, according to information from the survey by the National Confederation of Shopkeepers (CNDL) and SPC Brazil.
These movements reinforce the role of seasonal dates as important drivers of consumption and highlight the need for a strategic plan that considers both physical and digital commerce. In an increasingly dynamic and demanding market, being attentive to new consumer demands is not just a differentiator, it is essential to ensure relevance, competitiveness, and sustainability in business.
