With Easter approaching, Brazilians are already starting to organize their purchases for the date and the expectation of consumption remains high. According to a survey produced by mission Brazil, the country’s largest rewarded services platform, 87% of people intend to make purchases for Easter. Chocolate eggs remain the most desired items, with 63% of purchase intentions. However, other alternatives gain space: 20% of consumers will prioritize bars and tablets, while 12.5% should opt for boxes of chocolates. Already 3% of respondents said they preferred other sweets and desserts, while almost 1% plan to gift toys. The survey had 564 participants from all states of the country and the Federal District.
For this year, however, Brazilians will also need to prepare their pockets after the cocoa has become more expensive, an essential raw material for the production of chocolates. Also according to the study, 96% of consumers noticed an increase in Easter egg prices compared to last year.
The value should also be a determining factor in the choice of products, since 68% say they believe they would change their choice of gift due to the cost of the item. So much so that, among those who do not aim to make acquisitions, the financial issue appears as the main factor, with 60% of the justifications. Other motivations cited are the lack of interest in the date, with 25%, and the non-commemoration of the festivity, with 14%. For the study, the public listened to predominantly from 1 to 3 minimum wages, with 46% of the answers, and 1 salary, with 36%. the range of those who receive from 3 to 5 salaries was 12%, while those above 5 salaries are 6%.
“The consumer is increasingly attentive to the cost-benefit of the products and has been looking for viable alternatives to maintain the tradition of the date, even in the face of high prices. public”, analyzes Thales Zanussi, CEO and founder of Mission Brasil.
Regarding pocket planning, 33% of consumers aim to spend between R$101 and R$200, while 32% plan to pay between R$51 and R$100, 15% between R$201 and R$ 300 and 13% project an expense of up to R$ 50. When it comes to justifying the decisive topics at the time of purchase, the quality of the product, with 30% of the choices, the price, with 26%, and promotions and discounts, with 15%, were the most cited.
Influence for purchase
The mission’s research also evaluated the preferences and desires of consumers at the time of purchase of the product. According to the survey, when it comes to the form of purchase, physical stores were ahead, with more than 79% of the responses, surprising given the advance of e-commerce in recent years.
For Thales Zanussi, CEO and founder of Mission Brasil, this choice is linked to the need to guarantee the integrity of the chocolate, which is sensitive to transport. “The face-to-face purchase offers more security regarding the quality of the product, especially on symbolic dates such as Easter”, he explains.
The research also identified what the attractiveness factors for purchases are. With 83% of the preference, the discount is still the most prestigious strategy. 17% of people prefer cashback.
Regarding the product’s preference, 60% of people should opt for big brands, while 40% will consume handmade items. At the time of payment, the priority will be for cash payment to 74% of respondents, while 26% plan to pay in installments..
In addition, the study still sought to understand the role of social networks in the scenario, with about 59% of respondents signaling that these media influence their purchase. For them, influencers especially from TikTok and Instagram are decisive when selecting the Easter gift. “The interference by networks reinforces the role of digital content as a decision engine, especially on seasonal dates, when inspiration and recommendation are of great weight”, analyzes the CEO of Mission Brasil. “Brands that know how to stand out in these media will certainly come out ahead in such a competitive market”, he concludes.
