Consumer Day, celebrated on March 15, stands out as a significant date for e-commerce in Brazil.Generation Z, made up of young people born between 1995 and 2010, has played a crucial role in transforming the shopping landscape, demonstrating a clear preference for online transactions.
According to the survey conducted by Akamai, 74% of Generation Z consumers in Brazil make online purchases at least once a month, showing the growing trust and familiarity of this group with the digital environment.In addition, 62% of these young people use mobile devices as the main means to make their purchases, reinforcing the importance of optimized platforms for smartphones and tablets, according to a study conducted by MeSeems/MindMiners at the request of Google.
At the same time, gift card acquisition has emerged as a promising trend among Brazilian consumers. This is what the report by Javelin Strategy & Research shows, where 67% of Generation Z redeemed online gift cards.“These cards offer flexibility and practicality, allowing beneficiaries to choose products or services of their choice”, comments Hidalgo Dal Colletto, CEO of Insys BR.
A survey conducted by Brazil Panels, a consultancy specialized in market research and full service marketing, reveals that the exchange of gifts is a common practice for 68.7% of Brazilians, with variations according to social class. This data reinforces that purchases via gift cards can be more assertive, meeting the expectations and desires of the recipients.
“In the current context, where personalization and convenience are highly valued, gift cards stand out as an effective solution. They eliminate uncertainty in the choice of gifts and offer consumers the freedom to select what they really want”, says Hidalgo.
For retailers, this trend represents an opportunity to engage Generation Z and other segments by providing shopping experiences aligned with contemporary preferences. “O Consumer Day, as well as other retail dates, help us reflect on the evolution of consumer habits in Brazil, which brings Generation Z leading the preference for online shopping and an increasing adoption of gift cards as a practical and flexible alternative to gift”, concludes the CEO.
