Christmas 2024: How companies and consumers can prepare for the most important date in retail

Historically, Christmas is the most anticipated date for Brazilian retail. More than just a celebration, the Christmas season stimulates the economy, boosts temporary employment, and represents a significant portion of the annual revenue for many companies, especially in commerce and the service sector. According to data from the National Confederation of Commerce (CNC), Christmas accounts for about 20% of annual retail sales, establishing itself as the main market driver in the last quarter.

For 2024, expectations are even more optimistic, with CNC projections indicating an 8% growth compared to the previous year. This scenario reflects the heating up of consumption, the search for differentiated shopping experiences, and the influence of creative marketing campaigns that capture the spirit of the date, explains marketing and business strategy expert Frederico Burlamaqui. “Christmas goes beyond a simple sales opportunity. It is the moment when companies can consolidate their market presence, build customer loyalty, and stand out from the competition. Companies that prepare in advance and adopt precise strategies can fully leverage the potential of the season. On the other hand, consumers can also turn Christmas into a more rewarding experience by adopting conscious and organized attitudes,” he states. 

How companies can shine at Christmas

Burlamaqui explains that to stand out at Christmas, it is essential for companies to invest in an integrated experience for consumers. “Those who invest in options such as in-store pickup, express delivery, and a seamless transition between online and physical channels will be ahead of the competition. Furthermore, campaigns that evoke the Christmas spirit, with emotional stories aligned with brand values, are a powerful tool for engaging the audience. Emotional marketing creates lasting connections with customers, something that goes beyond the purchase and fosters long-term loyalty,” comments the expert.

Another indispensable strategy is to anticipate promotional actions, since consumers are increasingly planning their purchases in advance, and brands that offer advantages starting in November tend to capture this audience. “Actions focused on sustainability, such as the use of recyclable packaging or social actions, like donating a portion of profits to environmental causes, should also be prioritized as they can win over a more conscious and engaged audience. Additionally, the customer experience remains fundamental. In this regard, it is important for companies to invest in good communication and personalized service,” he explains. 

How consumers can make the most of it

Frederico emphasizes that planning is the consumer's main ally during Christmas, as making a gift list and setting a budget are simple but effective measures to avoid overspending. “Financial planning can be the difference between a happy Christmas and a tight January. Furthermore, taking advantage of promotions on dates like Black Friday in November is an excellent way to get a head start on shopping. However, it is important to be careful to avoid pitfalls, such as inflated prices or unrealistic discounts,” he warns.

Another tip is to choose local commerce, which not only strengthens the local economy but also offers unique and personalized products, ideal for more special gifts. “A great strategy is to make purchases as early as possible, as those who leave it until the last minute risk facing long lines, high prices, and even the unavailability of the desired product. It is always important to remember that with organization and conscious choices, it is possible to turn Christmas into a calmer and more satisfactory experience,” Burlamaqui concludes.

Tips for companies

1 – Bet on Omnichannel – Integrate physical and online stores to offer convenience. 

2 – Invest in emotional marketing – Campaigns that evoke the Christmas spirit tend to achieve greater engagement. 

3 – Get ahead – Consumers are increasingly making their Christmas purchases earlier. Offering early promotions can capture this audience and reduce pressure on logistics at the end of December.

4 – Focus on sustainability – With consumers more attentive to environmental responsibility, actions such as recyclable packaging and donating a portion of profits to social causes are important differentiators.

Tips for consumers

1 – Plan your purchases – Make a list and set a budget to avoid overspending. 

2 – Research prices and promotions – November's Black Friday is a good opportunity to get a head start on Christmas shopping. However, be careful to avoid traps with inflated prices.

3 – Prefer local commerce – Besides strengthening your local economy, small shops often offer unique and personalized products.

4 – Avoid leaving everything until the last minute – Making purchases early can avoid long lines, high prices, and product unavailability.