Social commerce and the trend effect‘ transform Carnival into a strategic date for digital retail

Carnival is no longer just a date of the cultural calendar to consolidate as a relevant season for Brazilian trade. According to the Cielo do Varejo Expanded Index (ICVA), the sector's revenue grew 13.1% in the carnival period of 2025 compared to the previous year, highlighting the economic weight of the date and its direct impact on the market, including the digital environment.

Driven by trends in social networks, short-lived launches and strong visual appeal, purchases in this period follow a concentrated logic and quick decision. Categories such as costumes, accessories and drinks record peaks in demand, accompanied by an increasing search for items of conscious consumption, such as biodegradable glitter.

A survey by Sebrae points out that 73% of Brazilian consumers have already made purchases influenced by content on platforms such as Instagram, reinforcing the role of the social commerce in decision making in highly visual seasonal windows.

This behavior imposes specific challenges to online management. Performance involves the ability to adjust assortment, communication and distribution almost in real time, following what gains relevance in networks. In this context, the logistics of last-mile it gains prominence, with modalities such as Same Day Delivery and Click & Collect becoming competitive differentials.

“This is a period decided in days, not months. Unlike Black Friday, there is no room for long campaigns. The brands that perform best are those that recalibrate the assortment and investment in real-time media to capture the peaks of demand, with logistics prepared to follow the speed of the closing of sales”, says Alexandre Mendes, CMO Partner at Lope Digital Commerce.

In addition to the strategy, communication also goes through adjustments.Language aligned with the cultural moment, more dynamic campaigns and strong presence in digital channels help retain the attention of an audience that decides in a few minutes, often directly by mobile.

“O Carnaval shows how much e-commerce is connected to online culture and behavior. Those who can work in this dynamic take this learning for the rest of the year, with more agility, less inventory and more efficient campaigns”, concludes Mendes.