The Brazilian consumer started 2026 with the “handbrake” of impulsiveness pulled and the calculator in hand. This is what a survey carried out by Free MarketeMercado Pago between January 6th and 7th. The study, which interviewed more than 4,600 people across the country, points out that for 80% of customers, shipping conditions and delivery time are factors as decisive as the value of the discount itself when placing an order.
The data, collected during “Discount” — the platform’s first major sale of the year — paints a more mature purchasing profile: 45% of respondents state that they take advantage of promotional campaigns not to buy random new items, but to purchase items that were already on their planning list.
What are Brazilians looking for?
At the beginning of the year, seasonality and necessity dictate the rules. The most searched categories reflect the return to routine:
- Electronics: 15%
- School Supplies: 12%
- Vehicle Accessories: 12%
- Fashion: 10%
"The data shows a more conscious consumer, who compares, plans and evaluates the total cost of the purchase before deciding. That's why we've put together offers with up to 70% off and extended installments, precisely to meet this profile that uses promotional periods to make already planned purchases possible", he explains. Cesar Hiraoka, senior director of Marketing at Mercado Livre.
To meet this demand for reduced “total cost”, the platform released R$50 million in coupons and focused on free shipping from R$19 during the campaign.
BBB Strategy 26: From promotion to routine
In addition to consumption data, Mercado Livre announced its strategy for Big Brother Brazil 26, marking the fourth consecutive year of sponsorship of the reality show. With the concept “Every day is Mercado Livre day”, the company wants to go beyond big retail dates and insert e-commerce into Brazilians' daily routine.
The commitment to digital influence inside and outside the home is supported by numbers: the research indicated that 60% of consumers They rely on recommendations from content creators and affiliates to identify good prices. The goal is to use the program's daily visibility to transform brand exposure into recurring and fluid purchasing journeys.
