The secret to boosting your company’s revenue lies in early planning for the upcoming new year. This is because holidays like Mother’s Day, Black Friday, and Christmas represent valuable opportunities to drive sales, both in physical and digital environments. And in a 2025 marked by many extended holidays, shopping malls and e-commerce platforms will solidify their positions as essential alternatives to ensure profitability. After all, in 2023, e-commerce in Brazil generated R$ 196.1 billion according to the National E-Commerce Observatory, under the Ministry of Development, Industry, Trade, and Services (MDIC), while shopping centers reached R$ 194.7 billion as reported by Abrasce (Brazilian Association of Shopping Centers). The sector has shown steady growth since 2016, remaining a solid and promising option.
“Planning ahead allows for better alignment between organization and execution. Additionally, developing relevant campaigns with emotional resonance and ensuring consistency across all sales channels—whether physical or digital—is crucial for promising results. Here, we follow a schedule planned months in advance, and as a result, we expect a 10% increase during Carnival, the first festive and highly profitable period of 2025, where people seek makeup for their costumes and skincare due to sun exposure,” explains Cândido Espinheira, CEO of Yes! Cosmetics, a vegan cosmetics brand.
A well-planned schedule should include continuous investment in training to ensure operations deliver the best experience to every customer based on their unique profile and needs.
“At Yes! Cosmetics, the preparation strategy begins at least six months in advance. We plan new releases with a focus on launches and revamping part of our portfolio, always aiming to enhance the quality of formulas and product packaging. As a result, throughout 2024, we strategically launched over 30 products in April, May, June, July, September, November, and December. Each new release is announced 10 to 15 days before the official date to build anticipation, engage the audience, and prepare sales channels,” says Espinheira.
Keeping an eye on trends
Looking ahead to next year, the demand for sustainable and high-quality products will likely remain a top priority for consumers. The natural and vegan cosmetics market continues to grow rapidly, projected to exceed $21 billion by 2027, according to MarketGlass. “This sector requires increasingly innovation-focused strategies, along with a deep connection to consumer desires and values—people look not just for effectiveness but also for environmental and social responsibility in the brands they choose,” comments the entrepreneur.
