Children's Day: Brazilian e-commerce expected to generate over R$ 9 billion in revenue

Brazilian e-commerce is preparing for a Children's Day, celebrated on October 12, with record revenues. According to projections of the Brazilian Electronic Commerce Association (ABComm), the date should move R$ 9.15 billion in online sales, growth of 14.25% compared to last year. Since 2020, the segment has expanded by 85%.

The survey of ABComm also indicates that virtual stores must register more than 16 million orders by October 12, an increase of 4.95% compared to the same period of 2024. The average ticket value should reach R$ 545.94, an increase of 8.84% on the same basis of comparison.

“Children's Day is the last big retail date before Black Friday. Unlike Christmas and New Year, which gather preferences of all audiences, Children's Day allows the retailer to test and refine strategies aimed exclusively at children and youth. In this sense, retail media in e-commerce is a powerful tool, as it allows you to target ads from the behavior of the consumer”, says Eduardo Esparza, VP General Manager of Tenerity Iberia and LATAM, a leading international engagement company that increases the value of the relationship between companies and their customers.

The executive also states that in addition to sales volume, it is important that “o retailer creates opportunities to better understand the journey of its customers in e-commerce. This allows you to improve sales channels, create ad strategies that impact the ideal moment and encourage participation in benefit programs, for example”.

Trends in consumption on Children's Day

In 2024, according to the Cielo do Retail Index Extended (ICVA), the segments that grew the most in e-commerce during Children's Day were Bookstore and Stationery (8.9%), Toys (6.1%), Recreation and Leisure (5.1%). In the same year, Kids Corp, a hammerch specialized in children and family, showed that toys are still a preference of the public between 6 and 12 years.

“These data confirm that the toy segment is among the most desired items. From there, retailers can develop strategies that integrate benefit programs, discount clubs and other initiatives capable of dialoguing directly with customer desires. Therefore, we emphasize the analysis and correlation of indicators for more improved strategies throughout the” semester, Esparza concludes.