79% of Brazilians intend to buy gifts for Children's Day, reveals research

A survey conducted by Brazil Panels, a market research and marketing company full service, in partnership with the Vasques Digital Marketing Connection, reveals that 79% of Brazilians intend to buy gifts for Children's Day. Among them, most (60,9%) plan to buy three or more gifts, while 25,6% opt for two, and 13,5%, for only one. The survey, which heard 1,717 people throughout Brazil, also shows that 14% do not intend to buy gifts and 7% do not live with nearby children to gift.   

“This commemorative date is an opportunity not only to celebrate as a family, but also to boost consumption at a strategic time of the year.The survey data are encouraging and indicate a promising Children's Day for trade in the country”, says the CEO of Brazil Panels and Vasques Connection, Claudio Vasques.  

Purchasing preferences 

According to the survey, 70% of respondents intend to spend up to R$ 200 on gifts, 21,3% plan an expense between R$ 201 and R$ 400, and 18,8% are willing to spend above R$ 401. When asked about expectations regarding spending compared to previous years, 44,8% indicated that they intend to spend more, while 33,6% think about keeping the same value and 21,6T plan to spend less.  

Regarding the types of gifts, 35,8% prefer clothes and shoes, 32,6% opt for toys, 12,4% for educational games, 7,6% for electronics, 4,9% for books, 4,5% for experiences such as parks and cinemas, 1,3% for travel and 0,9% for other options.   

Regarding the place of purchase, 41,3% intend to visit physical stores, 29,7% opt for online stores, 13% for shopping malls, 10,2% for specialized toy stores, 4% for department stores and 1,9% for other locations. 

 
Children continue to exert strong influence on purchasing decisions, with 31.1% of respondents stating that their desire is the main criterion observed when choosing gifts. Other aspects that influence the decision include price/promotion (25%), family tradition (19.6%) and product quality (14.5%). Factors such as ease of finding the product (4.1%), experiences of the past year (2%), brand (1.4%) and advertising (0,7Tam3T consumers also impact).  

Methodology 
The survey was conducted between 10 and 20 September 2024, with a sample of 1,717 people living in Brazil, aged between 18 and 86 years. The sample is nationally representative, with quotas of age, gender and place of residence distributed by the following regions: Southeast 54,6%, South 19,9%, Northeast 14,9%, Midwest 6,6%, and North 6% 6%, and North 6%.