Changes in consumer behavior have been accelerating, and holidays like Easter are an important thermometer of these transformations. A survey by Shopping Brasil (https://w0.shoppingbrasil.com.br/), the leading deal research company in the country, which daily monitors major national and regional retailers based on ads published on social media, TV campaigns, and physical and digital flyers, indicates that this year 68% of Easter-themed offers were published on social networks like Instagram, WhatsApp, and Facebook — a 3% growth compared to 2024.
“This trend has already solidified: reaching consumers through their phones has become essential to drive traffic to physical stores, which remain the main point of sale,” highlights Renata Ribeiro Gonzalez, Commercial and Marketing Director and partner at Shopping Brasil. The average price of products, such as chocolate eggs and bunnies, rose by 29% compared to the previous year.
Growth outside the Southeast – Shopping Brasil’s CEO, Minoru Wakabayashi, argues that although the Southeast still leads with 46% of offers, the region lost 2% in market share. The spotlight was on the South (4% growth), driven by chains like Condor, Rede Top, and Muffato. The Midwest and North also grew, propelled by Super Tatico, and Carrefour and Irmãos Gonçalves, respectively.
The so-called ‘ads share,’ which shows brands’ presence in offers, revealed significant changes. Brands like Garoto (Nestlé) and Arcor/Tortuguita (4% growth each) and Kinder (Ferrero, with 1% growth) gained more space.
More personalized promotions – Promotional mechanics also evolved. Offers with exclusive prices for loyalty customers, via apps and cards, accounted for 61% of the total, an 8% growth in one year. Progressive discounts — for those who buy more units — came in second place, with a 15% share.
As Wakabayashi and Renata say, Easter 2025 has unveiled a new consumption scenario: more digital offers, a more competitive market, and consumers who are attentive, selective, and price-sensitive. ‘To stand out, industry and retail need to increasingly combine data intelligence, promotional creativity, and precise communication,’ argue the executives.
