With Easter approaching, Brazilians are already starting to organize their purchases for the occasion, and consumer expectations remain high. According to a survey conducted by Mission Brasil, the largest rewards services platform in the country, 87% of people plan to make Easter purchases. Chocolate eggs remain the most desired items, accounting for 63% of purchase intentions. However, other alternatives are gaining ground: 20% of consumers will prioritize chocolate bars and tablets, while 12.5% are likely to opt for boxes of assorted chocolates. Meanwhile, 3% of respondents said they prefer other sweets and desserts, and almost 1% plan to give toys as gifts. The survey included 564 participants from all states of the country and the Federal District.
This year, however, Brazilians will also need to prepare their wallets after the increase in cocoa prices, the essential raw material for chocolate production. According to the study, 96% of consumers noticed higher prices for Easter eggs compared to last year.
Price will also play a decisive role in product choices, as 68% firmly stated they would change their gift selection due to the item’s cost. In fact, among those who do not plan to make purchases, financial concerns were the main reason, accounting for 60% of responses. Other reasons mentioned include a lack of interest in the holiday (25%) and not celebrating the occasion (14%). For the study, the surveyed audience predominantly earns between 1 and 3 minimum wages (46% of responses) or just 1 minimum wage (36%). Those earning between 3 and 5 minimum wages accounted for 12%, while those earning more than 5 minimum wages made up 6%.
“Consumers are increasingly attentive to the cost-benefit of products and have been seeking viable alternatives to maintain holiday traditions despite rising prices. The growing purchase intent for chocolate bars and assorted chocolates reveals this market adaptation and points to interesting directions for brands that know how to listen to their audience,” analyzes Thales Zanussi, CEO and founder of Mission Brasil.
Regarding budget planning, 33% of consumers aim to spend between R$101 and R$200, while 32% plan to spend between R$51 and R$100, 15% between R$201 and R$300, and 13% expect to spend up to R$50. When justifying the decisive factors in their purchase, product quality (30%), price (26%), and promotions and discounts (15%) were the most cited.
Purchase influence
The Mission survey also evaluated consumer preferences and wishes when purchasing the product. According to the study, when it comes to the purchasing method, physical stores came out ahead, with over 79% of responses—a surprising figure considering the growth of e-commerce in recent years.
For Thales Zanussi, CEO and founder of Mission Brasil, this choice is linked to the need to ensure the integrity of chocolate, which is sensitive to transportation. “In-store purchases offer more security regarding product quality, especially during symbolic dates like Easter,” he explains.
The survey also identified purchase attractiveness factors. Discounts remain the most favored strategy, with 83% preference, while 17% of people prefer cashback.
Regarding product preference, 60% of people will opt for big brands, while 40% will consume artisanal items. When it comes to payment, 74% of respondents prioritize paying in full, while 26% plan to use installment payments.
Additionally, the study also sought to understand the role of social media, with about 59% of respondents indicating that these platforms influence their purchases. For them, influencers—especially on TikTok and Instagram—are decisive when selecting Easter gifts. “The influence of social media reinforces the role of digital content as a decision driver, especially during seasonal holidays when inspiration and recommendations carry significant weight,” analyzes the CEO of Mission Brasil. “Brands that manage to stand out on these platforms will certainly lead in such a competitive market,” he concludes.
