Customer Day challenges retail to sell more and improve loyalty

Commercial dates have become litmus tests for any retail strategy, and among them, Customer Day, celebrated on September 15th in Brazil, has been gaining relevance. Although still less publicized than Black Friday, the date holds significant potential to boost sales and strengthen relationships when properly leveraged.

According to a survey by Neotrust/Confi, Brazilian e-commerce generated R$ 8.3 billion in revenue during Consumer Week 2025 (March 10-16), a 13.6% growth compared to the same period in 2024. Approximately 61 million products were sold, representing a 27.8% increase in sales volume. Interestingly, Consumer Day itself (March 15) recorded lower revenue than the previous year (R$ 1.2 billion vs. R$ 1.3 billion), reflecting the strategy of diluting promotions throughout the week.

Although there are no specific numbers yet for the September 2025 Customer Day, its synergy with *Semana Brasil* positions it as one of the most promising dates in the second half of the year, with an impact comparable to national mega-sales campaigns (Nubimetrics, 2025). A clear example is the air and ventilation segment, which saw a sales increase of nearly 70% in 2024, driven primarily by demand for air conditioning units.

Luiz Guardieiro, Revenue Director of Portão 3 (P3), selling is only the first step. "After-sales service is the true differentiator, as it consolidates loyalty and encourages repeat purchases," he states. Between 2016 and 2023, 7.4 million complaints from dissatisfied customers with physical and digital products and services were registered on Consumidor.gov.br . Many of these complaints recur precisely due to dissatisfaction with the resolution, which underscores the importance of efficient and empathetic customer service.

Delivery is another decisive factor. A study by Capterra shows that 56% of online consumers in Brazil link satisfaction to delivery quality. Furthermore, so-called "quick commerce," with delivery times of up to two business days, has become critical to the experience. Logistical integration, real-time tracking, and structured outsourcing are now key differentiators for brands that wish to delight the customer after the purchase.

"Customer Day acts as both a commercial and relational trigger: it is the ideal moment to balance sales volume and relationship depth. Investing in purchase speed is important, but if customer service, delivery, and issue resolution fail, every gain can be quickly lost," concludes Guardieiro.

The major challenge for companies is to intelligently orchestrate sales and after-sales. This requires planning, robust logistical infrastructure, and effective human customer service. Those who understand that selling is about winning over and that loyalty is about caring know: satisfied customers become the most valuable financial asset of any business.

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