With the rise in inflation, food and beverages are already among the most sought-after products in the Consumer Day promotions on March 15, according to a survey conducted by the platforms Bling (ERP), Tray (e-commerce), and Octadesk (customer service), belonging to LWSA. However, smartphones, electronics, fashion, and beauty still lead the list of buyers' preferences.
With advantageous discounts that attract buyers, Consumer Week has become an increasingly strategic date for retail. According to Thiago Mazeto, Tray's director, Consumer Week has gained importance in recent years as the first event of the year that allows for a boost in retail sales. "At the beginning of the year, consumers are still recovering from the end-of-year festivities and are faced with early-year expenses such as vehicle tax (IPVA), property tax (IPTU), and school supplies, which, of course, affects sales in some sectors. With Consumer Day, we have a sort of Black Friday at the start of the year that allows for an increase in sales," he explains.
Online SMEs, which operate through the Tray and Bling platforms, experienced an 18.3% increase in sales in March 2024 compared to the same period in 2023. "This is a strategic moment for entrepreneurs to boost sales, but it is essential that planning begins beforehand. Consumer Day, like other seasonal shopping dates, requires careful preparation to maximize sales potential," evaluates Marcelo Navarini, director of Bling.
In March of last year, the freight platform Melhor Envios recorded a volume of 1.8 million shipments sent by entrepreneurs.
Check out the most purchased products during the period:
- Home appliances– refrigerators, stoves and washing machines;
- Electronics– smartphones, notebooks and televisions;
- Clothing, footwear and accessories– clothes, bags, jewelry and watches;
- Food and drinks;
- Pharmacy, beauty and perfumery items– cosmetics, perfumes and personal care products.
Online shopping gains ground and requires retail adaptation
Another survey, CX Trends 2025, by Octadesk, highlights that 77% of Brazilian consumers prefer to buy online, while the preference for physical stores fell 3 percentage points compared to last year, reaching 64%.
The CX Trends 2025 survey reveals that, beyond convenience, factors such as free shipping (62%), product quality (56%), and competitive pricing (53%) are key determinants in choosing a purchasing channel. The main means of acquisition include online stores (68%), marketplaces (66%), WhatsApp (30%), and Instagram (28%).
Furthermore, the personalization of the shopping experience has played a crucial role. Six out of ten consumers say that personalization and artificial intelligence influence their purchasing decisions. "Today, in addition to quality or efficiency, the consumer wants an experience that understands and connects to their needs. Technology should be used as an ally to enhance human service, not replace it," emphasizes Rodrigo Ricco, founder and CEO of Octadesk.
