Christmas 2024: how businesses and consumers can prepare for the most important date for retail

Christmas is historically the most awaited date by Brazilian retail.More than a celebration, the Christmas period moves the economy, boosts temporary jobs and represents a significant portion of the annual turnover of many companies, especially in commerce and the service sector. According to data from the National Confederation of Commerce (CNC), Christmas accounts for about 20% of annual retail sales, consolidating itself as the main driver of the market in the last quarter.

For 2024, expectations are even more optimistic, with CNC projections indicating a growth of 8% compared to the previous year. This scenario reflects the warming of consumption, the search for differentiated shopping experiences and the influence of creative marketing campaigns that capture the spirit of the date, explains marketing and business strategy specialist Frederico Burlamaqui “O Natal goes beyond a simple sales opportunity. It is the moment when companies can consolidate their presence in the market, retain customers and stand out from the competition. Companies that prepare in advance and adopt accurate strategies can take full advantage of the potential of Christmas also. 

How businesses can shine at Christmas

Burlamaqui explains that to stand out at Christmas, it is essential that companies invest in an integrated experience for consumers. “Who invest in options such as in-store pickup, express delivery and a fluid transition between online and physical channels will be ahead of the competition.In addition, campaigns that evoke the Christmas spirit, with exciting stories and aligned with brand values, are a powerful tool to engage the public. Emotional marketing creates lasting connections with customers, something that goes beyond buying and loyal in the long term,” comments the expert.

Another indispensable strategy is to anticipate promotional actions, since consumers are increasingly planning their purchases in advance, and brands that offer advantages since November tend to capture this audience. “Actions focused on sustainability, such as the use of recyclable packaging or social actions, such as donation of part of the profit for environmental causes, should also be prioritized because they can win a more conscious and engaged audience. In addition, the customer experience remains fundamental. At this point it is important that companies invest in good communication and personalized service”, he explains. 

How consumers can make the most of it

Frederico reinforces that planning is the main ally of the consumer during Christmas, since making a list of gifts and stipulating a budget are simple but effective measures to avoid excessive spending.“A financial planning can be the differential between a happy Christmas and a tight January. In addition, taking advantage of promotions dates such as Black Friday in November is an excellent way to advance purchases. However, it is important to be aware to avoid traps, such as inflated prices or unrealistic discounts”, he warns.

Another tip is to opt for local commerce, which not only strengthens the economy of the region, but also offers exclusive and personalized products, ideal for more special gifts.“A great strategy is to anticipate purchases as much as possible, because those who leave for the last hour run the risk of facing queues, high prices and even the lack of the desired product. It is always important to think that with organization and conscious choices, it is possible to turn Christmas into a more peaceful and satisfactory” experience, concludes Burlamaqui.

Tips for companies

1 ^ Post on Omnichannel & Integrate physical and online stores for convenience. 

2 ^ Invest in emotional marketing & Campaigns that evoke the Christmas spirit tend to garner more engagement. 

3 (Consumers are increasingly advancing their Christmas purchases. Offering early promotions can capture this audience and reduce the pressure on logistics at the end of December.

4 4 Focus on sustainability 2 WITH consumers more attentive to environmental responsibility, actions such as recyclable packaging and donations of part of the profit for social causes are important differentials.

Tips for consumers

1 ^ Plan your purchases & I. Make a list and set a budget to avoid overspending. 

2 nd Search prices and promotions 2ND November Black Friday is a good opportunity to advance Christmas purchases.However, be aware to avoid inflated price traps.

3 & Prefira Local Trade & & In addition to strengthening the economy of your region, small shops often offer unique and personalized products.

4 Avoid leaving everything for last minute & ANTICIPate purchases can avoid queues, high prices and unavailability of products.