Planning Strategies for Retailers: How to Prepare for the Challenges of 2025

The secret to boosting your company's revenue lies in planning ahead for the upcoming new year. This is because holidays like Mother's Day, Black Friday, and Christmas represent valuable opportunities to boost sales, both in-person and online. And, in a 2025 marked by many long weekends, shopping malls and e-commerce stores are consolidating themselves as essential alternatives for ensuring profitability. In 2023, e-commerce in Brazil generated R$196.1 billion in revenue, according to the National Electronic Commerce Observatory of the Ministry of Development, Industry, Commerce, and Services (MDIC), while shopping malls generated R$194.7 billion in revenue, according to Abrasce (Brazilian Association of Shopping Centers). The sector has been on a growth trajectory since 2016, remaining a solid and promising option.

"Planning in advance allows for better alignment between organization and execution. Furthermore, developing relevant campaigns and creating emotional connections, and aligning them across all sales channels, whether physical or digital, is essential for promising results. Here, we follow a schedule planned months in advance, and as a result, we expect a 10% increase during Carnival, the first festive and highly profitable period of 2025, when people seek makeup for their costumes and skincare due to sun exposure," explains Cândido Espinheira, CEO of Yes! Cosmetics, a vegan cosmetics chain.

A planned calendar should include ongoing investment in training to ensure operations can deliver the best experience to each customer according to their profile and needs. 

"At Yes! Cosmetics, our preparation strategy begins at least six months in advance. We plan new products, focusing on launches and reformulating part of our portfolio, always thinking about improving the quality of formulas and packaging. As a result, throughout 2024, we had more than 30 launches strategically carried out in the months of April, May, June, July, September, November, and December. Each new product is announced 10 to 15 days before the official release date to build anticipation, engage the public, and prepare sales channels," says Espinheira. 

Keeping an eye on trends 

Looking ahead to next year, the demand for sustainable, high-quality products is expected to remain a top consumer priority. The natural and vegan cosmetics market continues to grow rapidly, expected to surpass US$1.4 billion by 2027, according to MarketGlass. "This sector requires increasingly innovative strategies, as well as a deep connection with the desires and values of consumers, who seek not only effectiveness but also environmental and social responsibility in the brands they choose," comments the entrepreneur.