The Consumer Month is marked by big promotions and discounts, reflecting retail competitiveness and changes in purchasing behavior. In an increasingly digital and experience-driven market, companies need to go beyond low prices, betting on personalization, convenience, and innovation to attract and retain customers.
“Today’s consumer is more demanding and expects much more than just good prices or products. They value brands that deliver convenience, personalization, and a clear purpose. In this scenario, technology plays a key role, making experiences smoother, service faster, and solutions more aligned with their needs. Companies that manage to strategically combine technology and customer experience will not only stand out during events like Consumer Month but also build a strong and lasting relationship throughout the year”, analyzes Alexandre Della Volpe, Marketing Director of Rcell, one of Brazil’s largest technology distributors.
Among the trends shaping not only Consumer Month but also major dates like Mother’s Day, Valentine’s Day, Father’s Day, and even Black Friday, the following stand out:
- Phygital – physical and digital integration: the fusion between the physical and digital worlds is growing stronger, with stores investing in immersive experiences like augmented reality and virtual fitting rooms to engage consumers.
- AI shopping assistants: the use of artificial intelligence in customer service is growing every day. Today, it’s already possible to offer personalized recommendations and 24/7 support through advanced chatbots and voice assistants.
- Conscious and sustainable consumption: a large part of customers are keeping an eye on companies’ best practices. This includes checking if brands are truly committed to sustainability, preferring products from ethical sources, eco-friendly packaging, and well-established ESG (Environmental, Social, and Governance) practices.
- Live commerce and social shopping: boosted since the pandemic, social media platforms are now established as major shopping channels. Many brands use strategies like live streams and influencers to boost sales interactively and get even closer to their customers.
“The phenomenon of live shopping on social media has already solidified as a powerful strategy to boost sales and engage consumers. One of the biggest success examples is influencers who turned live streams into major shopping events, moving millions of reais in just a few hours. This direct and interactive connection creates a sense of urgency and closeness, making the shopping experience much more engaging. For brands, investing in this format means not only selling more but also strengthening relationships with their audience in an authentic and effective way”, emphasizes Alexandre.
- Experience-based loyalty programs: traditional points and discounts, which were once very common, are being replaced by exclusive benefits like early access to launches, VIP events or groups, and product personalization.
- “Invisible” payments: customers are increasingly practical and opting for faster, more fluid payment methods to make the shopping experience more convenient. These include biometrics, digital wallets, and interest-free installment plans via fintechs.
With consumers becoming more demanding and connected, adapting to new trends is no longer optional—it’s a necessity for brands that want to stay relevant. Personalization, technological innovation, and a focus on sustainability are key pillars for success in today’s market. Companies that can combine convenience, experience, and purpose will have a valuable competitive edge, winning customer loyalty and driving their businesses forward in 2025 and beyond.
