In Brazilian retail, holidays are much more than seasonal moments, as they represent true economic boosters. According to the National Trade Confederation (CNC), holidays account for up to 35% of the annual revenue of many retail segments. Christmas alone, for example, accounts for approximately 25% of annual sales in the sector, while Mother’s Day and Black Friday take second and third place, respectively, with sales increases of up to 12% and 10%. In 2024, Brazilian retail generated R$13.2 billion on Mother’s Day alone, according to a Neotrust survey, highlighting the strategic importance of these occasions.
For marketing and business strategy expert Frederico Burlamaqui, success on these dates doesn’t just lie in offering discounts or limited promotions but in creating experiences that emotionally connect consumers with the brand. “Many companies still underestimate the power of anticipation. When you prepare a campaign in advance, you can work on desire, belonging, and even exclusivity—key triggers for purchasing decisions. However, beyond emotional appeal, there’s also room for innovation. It’s not enough to simply say a product has a 20% discount. You need to tell a story, show why that date is special for the customer and how the brand makes it even more special,” he says.
The emotional appeal mentioned by Burlamaqui becomes even more relevant in a scenario where the purchasing journey is hybrid and personalized. ‘Today, consumers don’t just want to buy; they demand to materialize their inner aspirations. That’s why campaigns that touch on family, emotional, or community values tend to be more successful. A great example is the rise of cause marketing during occasions like Mother’s Day and Children’s Day, when brands take a stand through initiatives focused on empowering women or child inclusion, for instance,’ adds the expert.
Planning X Success
According to Social Miner’s research, companies that start promoting campaigns at least one month in advance average a 30% higher conversion rate than those launching last-minute actions. “Planning is the heart of an effective sales strategy. Preparing in advance allows for better supplier negotiations, more robust media campaigns, and even personalized service,” emphasizes Burlamaqui.
The expert concludes by reinforcing that, with so many holidays spread throughout the year, the retail calendar is full of opportunities to create themed campaigns and boost sales. ‘Beyond traditional occasions, there are also less-explored dates with high engagement potential, such as Customer Day or Halloween. With well-planned actions for these events, retailers have the chance to build relevant campaigns, attract new audiences, and strengthen relationships with loyal customers,’ he adds.
10 practical tips for retail to better leverage holidays:
1 – Plan ahead: Create an annual promotional calendar and design each campaign at least 30 to 45 days in advance.
2 – Invest in emotional communication: Craft campaigns that evoke feelings and resonate with your audience, humanizing your brand.
3 – Offer experiences, not just discounts: Create themed window displays, host in-store events, and explore digital creativity.
4 – Use data to your advantage: Analyze past sales history and customer behavior on previous occasions to personalize offers and actions.
5 – Integrate sales channels: Ensure your website, social media, and physical store are aligned and convey the same message.
6 – Take advantage of less-explored dates: Innovate by creating campaigns for non-traditional occasions like Friendship Day or Customer Month, setting yourself apart and boosting engagement.
7 – Create exclusive kits and products for the occasion: Customize your product mix with limited editions or special bundles directly tied to the holiday.
8 – Strengthen customer service: Invest in staff training and expand support channels during peak periods.
9 – Invest in strategic partnerships: Collaborate with influencers, local brands, or service providers to add value to your campaign and reach new audiences.
10 – Monitor and evaluate results: After each campaign, analyze performance to understand what worked and what can be improved for future actions.
