The Brazilian consumer entered 2026 with the “handbrake” on impulsiveness pulled and a calculator in hand. This is what a survey conducted by Mercado Livre and Mercado Pago between January 6th and 7th reveals. The study, which interviewed over 4.6 thousand people across the country, indicates that for 80% of customers, shipping conditions and delivery time are already factors as decisive as the discount value itself when finalizing an order.
The data, collected during the “Descontaço” — the platform's first major sale of the year — outlines a more mature purchasing profile: 45% of respondents state they use promotional campaigns not to buy random new items, but to acquire products that were already on their planned list.
What is the Brazilian consumer looking for?
At the beginning of the year, seasonality and necessity set the rules. The most sought-after categories reflect the return to routine:
- Electronics: 15%
- School Supplies: 12%
- Vehicle Accessories: 12%
- Fashion: 10%
“The data shows a more conscious consumer, who compares, plans, and evaluates the total cost of purchase before deciding. Therefore, we gathered offers with up to 70% discount and extended installment plans, precisely to serve this profile that uses promotional periods to make already planned purchases viable,” explains Cesar Hiraoka, Senior Marketing Director at Mercado Livre.
To meet this demand for reduced “total cost,” the platform released R$ 50 million in coupons and focused on free shipping for purchases over R$ 19 during the campaign.
BBB 26 Strategy: From Promotion to Routine
In addition to the consumption data, Mercado Livre announced its strategy for Big Brother Brasil 26, marking the fourth consecutive year sponsoring the reality show. With the concept “Every day is a Mercado Livre day”, the company aims to go beyond major retail dates and integrate e-commerce into the Brazilian daily routine.
The bet on digital influence inside and outside the house is backed by numbers: the survey indicated that 60% of consumers trust recommendations from content creators and affiliates to identify good prices. The goal is to use the program's daily visibility to transform brand exposure into recurring and fluid shopping journeys.
