Year-end seasonal periods: How security is decisive for ensuring sales success

The end of the year is marked by large dates for commerce, such as Black Friday, Christmas and New Year, periods that concentrate a relevant part of the revenue of companies from different sectors. But while representing opportunities for growth, these moments also call the attention of criminals in search of loopholes to perform fraud, cyberattacks and data theft, which can compromise entire operations in a matter of hours.

Therefore, cybersecurity is increasingly being treated as a strategic pillar for the success of seasonal dates. Fernando Dulinski, CEO of Cyber Economy Brazil,, emphasizes that data protection is no longer an exclusive theme in the technology area and has become part of business discussions. After all, consumer trust is directly linked to the perception of security, an incident can not only generate financial losses, but also affect the brand's reputation and impact customer loyalty in the long term.

“These peak periods are moments of high visibility and high operational pressure, and it is precisely when attacks usually grow. Investing in cybersecurity means protecting not only systems, but also reputation and customer relationships”, says Fernando.

According to data from the Cisco Cybersecurity Readiness Index 2025 report, only 5% of companies in the country reached a level considered mature of digital protection, the same value recorded in the previous year, a clear sign of stagnation. That is, most Brazilian companies are still vulnerable, with few clear defense processes and continuous monitoring, which exposes the business to risks that can result in financial losses and damage to reputation.

For Paulo Lima, CEO ofSkynova, Evolution of the Skymail brand, a reference company in cloud computing solutions, digital security, corporate e-mail and collaboration, investment in cybersecurity is increasingly an essential strategy to ensure the continuity of operations, protect customer data and strengthen the brand's image in the market. “Effective protection means mitigating the risks of fraud and attacks as far in advance as possible, ensuring that the shopping experience is safe, faithful and positive, which directly impacts loyalty and sustainable sales success during critical periods of the year”, he analyzes.

In addition, cybersecurity is today a competitive differential, and companies that demonstrate a commitment to digital security manage to gain greater confidence from consumers and partners, expanding their presence in the market and their capacity for innovation. “We are experiencing a scenario of accelerated digital transformation, and the alignment between security, technology and business is decisive in maintaining competitive advantage and avoiding interruptions that impair revenue and reputation during and after seasonal dates”, he emphasizes. Gustavo Caetano, CEO and founder of Samba, Authority in AI solutions for business.

already according to Ricardo Maravalhas, CEO and founder of DPOnet, a company that was born with the purpose of democratizing, automating and simplifying the journey in accordance with the LGPD (General Data Protection Law), regardless of size, companies must comply with the LGPD to avoid fines, legal sanctions and loss of credibility. “ Companies need to look beyond seasonal dates. Being in compliance with the GDPR is critical to information security every day. As we have technological advances, there are also criminals with sophisticated strategies to apply virtual scams. The sooner you prevent, the better,” he says.

For Aluísio Cirino, CEO of Alloyal,, the challenge is to gain the customer's trust. “More than selling, the end-of-year challenge is to win the customer's trust. In an environment marked by scams and digital risks, each secure purchase is also a message of credibility. Brands that treat security as a priority not only avoid losses, but create trusted relationships that support customer loyalty far beyond parties. Security is ultimately the foundation of loyalty.”