Consumer Day, celebrated on March 15th, stands out as a significant date for e-commerce in Brazil. Generation Z, composed of young people born between 1995 and 2010, has played a crucial role in transforming the shopping landscape, demonstrating a clear preference for online transactions.
According to the research conducted by Akamai, 74% of Generation Z consumers in Brazil make online purchases at least once a month, highlighting the growing confidence and familiarity of this group with the digital environment. Additionally, 62% of these young people use mobile devices as their main means of making purchases, reinforcing the importance of platforms optimized for smartphones and tablets, according to a study conducted by MeSeems/MindMiners at the request of Google.
Meanwhile, the purchase of gift cards has emerged as a promising trend among Brazilian consumers. This is what the Javelin Strategy & Research report shows, where 67% of Generation Z redeemed online gift cards. "These cards offer flexibility and convenience, allowing beneficiaries to choose products or services of their preference," comments Hidalgo Dal Colletto, CEO of Insys BR.
A survey conducted by Brazil Panels, a full-service market research and marketing consultancy, reveals that gift-giving is a common practice for 68.7% of Brazilians, with variations according to social class. This data reinforces that purchases via gift cards can be more targeted, meeting the expectations and desires of the recipients.
"In the current context, where personalization and convenience are highly valued, gift cards stand out as an effective solution. They eliminate uncertainty in gift selection and give consumers the freedom to choose what they truly want," says Hidalgo.
For retailers, this trend presents an opportunity to engage Generation Z and other segments by providing shopping experiences aligned with contemporary preferences. "Consumer Day, like other retail dates, helps us reflect on the evolution of consumption habits in Brazil, which shows Generation Z leading the preference for online shopping and a growing adoption of gift cards as a practical and flexible alternative for gifting," concludes the CEO.
