Brazilians uphold the tradition of gift-giving: 94% plan Christmas purchases, points out Shopee.

As the end of the year approaches, a study* by Shopee indicates that 94% of respondents intend to give gifts this Christmas, showing that people remain optimistic about retail and see the occasion as an opportunity to please friends and family during the holidays. And the search for the perfect item has already begun: according to the data, 48% of consumers start their search three weeks or more in advance.

Consequently, consumers are expected to purchase, on average, five gifts during the festivities. Among the most sought-after categories are apparel, home items, beauty products, and electronics. Inspiration for purchases primarily comes from long-held wishes (49%) and items seen on websites/apps (44%) throughout the year.

Children are the majority on the list

Whether for the half of respondents who say the gift comes from Santa Claus or for the other half who claim authorship, children are the focus of Christmas shopping: 58% of consumers who plan to give gifts have children on their list, with an estimated average spend of R$400 per child. Among the most sought-after gifts for the little ones, children's clothing leads, while toys appear as the most desired specific items. 

“Gift-giving is a way to strengthen bonds during this time of year, and our study shows the important role of e-commerce in this: 77% of people plan to purchase gifts online. We are very happy to know that we are part of this moment and to be able to offer a complete shopping experience, with fast delivery and a wide diversity of sellers and products, so that on Shopee everyone can find the ideal gift,“ states Felipe Piringer, Head of Marketing at Shopee.

Benefits for finding the ideal gift

Shopee has already prepared for the 12.12 – Christmas Sale to serve its users, who this season are primarily looking for, free shipping (65%), ease of purchase (56%) and good promotions (56%). This year, the platform will provide R$15 million in discount coupons, 20% OFF on Shopee Video, in addition to free shipping on purchases from R$10, expanding opportunities for those wishing to finalize or complement their year-end shopping.

Em On December 2, Shopee began the activation “12 Gifts until 12/12”. Between December 2 and 11, a new gift, advantage, or benefit will be revealed daily. Consumers can access the campaign page and redeem the gift of the day, accumulating offers throughout the period. Furthermore, between December 12 and the end of the year, Shopee will launch a special microsite featuring the best-selling products of 2025. Also, on December 17, users can enjoy a day focused on benefits for purchases made on Shopee Video, with coupons for 15% OFF, R$20 OFF, and R$30 OFF.

* Quantitative research conducted by Shopee between November 14 and 18, 2025, with 1039 respondents