A survey carried out by Brazil Panels, a market research and marketing companyfull service, in partnership with Conexão Vasques Digital Marketing, reveals that 79% of Brazilians intend to buy gifts for Children's Day. Among them, most (60.9%) plan to buy three or more gifts, while 25.6% opt for two, and 13.5% for just one. The survey, which interviewed 1,717 people across Brazil, also shows that 14% do not intend to buy gifts and 7% do not live with nearby children to give presents to.
"This commemorative date is an opportunity not only to celebrate with family but also to boost consumption at a strategic time of the year. The survey data are encouraging and indicate a promising Children's Day for commerce in the country," emphasizes Claudio Vasques, CEO of Brazil Panels and Conexão Vasques.
Shopping preferences
According to the survey, 70% of respondents plan to spend up to R$ 200 on gifts, 21.3% plan to spend between R$ 201 and R$ 400, and 18.8% are willing to spend more than R$ 401. When asked about expectations regarding spending compared to previous years, 44.8% indicated they plan to spend more, while 33.6% intend to keep the same amount and 21.6% plan to spend less.
Regarding types of gifts, 35.8% prefer clothes and shoes, 32.6% choose toys, 12.4% opt for educational games, 7.6% for electronics, 4.9% for books, 4.5% for experiences such as parks and cinemas, 1.3% for trips, and 0.9% for other options.
Regarding the place of purchase, 41.3% intend to visit physical stores, 29.7% choose online stores, 13% go to shopping malls, 10.2% to specialized toy stores, 4% to department stores, and 1.9% to other locations.
Children continue to exert strong influence on purchasing decisions, with 31.1% of respondents stating that their wishes are the main criterion observed when choosing gifts. Other factors influencing the decision include price/promotion (25%), family tradition (19.6%), and product quality (14.5%). Factors such as ease of finding the product (4.1%), experiences from last year (2%), brand (1.4%), and advertising (0.7%) also influence consumers' choices.
Methodology
The survey was conducted between September 10 and 20, 2024, with a sample of 1,717 residents in Brazil, aged between 18 and 86 years. The sample is nationally representative, with quotas for age, gender, and place of residence distributed across the regions as follows: Southeast – 54.6%, South – 19.9%, Northeast – 14.9%, Midwest – 6.6%, and North – 6%.
