Even with rising prices, 87% of Brazilians intend to shop at Easter, research shows

With the proximity of Easter, Brazilians are already beginning to organize their purchases for the date and consumption expectations remain high. According to a survey produced by the Mission Brazil, the largest platform of rewarded services in the country, 87% of people intend to make purchases for Easter. Chocolate eggs remain the most desired items, with 63% of purchase intentions. However, other alternatives gain space: 20% of consumers will prioritize bars and tablets, while 12.5% should opt for boxes of chocolates. Already 3% of respondents said they prefer other sweets and desserts, while almost 1% plan to gift with toys. The survey included 564 participants from all states of the Federal District and the Federal District. 

For this year, however, the Brazilian will also need to prepare his pocket after the increase in cocoa, an essential raw material for the production of chocolates. Still according to the study, 96% of consumers noticed an increase in the prices of Easter eggs compared to last year.

The value should also be a determining factor in the choice of products, since 68% firmly state that they would change their choice of gift due to the cost of the item. So much so that, among those who do not aim to make purchases, the financial question appears as the main factor, with 60% of the justifications. Other motivations cited are the lack of interest in the date, with 25%, and the non-celebration of the festivity, with 14%.For the study, the public heard receives predominantly from 1 to 3T, 13T salaries, 13T, and 13T were 13T, 13t. 

“The consumer is increasingly aware of the cost-benefit of products and has sought viable alternatives to maintain the tradition of the date, even in the face of the rise in prices. The growth in the intention to buy bars and chocolates reveals this adaptation of the market and points out interesting paths for brands that know how to listen to the public”, analyzes Thales Zanussi, CEO and founder of Mission Brasil.

Regarding the pocket planning, 33% of consumers aim to spend between R$ 101 and R$ 200, while 32% plan to disburse between R$ 51 and R$ 100, 15% between R$ 201 and R$ 300 and 13% project an expense of up to R$ 50. Already in time to justify the decisive topics at the time of purchase, the quality of the product, 13T, 3T130, were promotions and 3T303, were the 1303, were the discounts. 

Influence for the purchase

The Mission survey also evaluated the preferences and desires of consumers at the time of product purchase. According to the survey, when it comes to the form of purchase, physical stores were ahead, with more than 79% of responses, surprising given the advance of e-commerce in recent years.

For Thales Zanussi, CEO and founder of Mission Brasil, this choice is linked to the need to ensure the integrity of chocolate, which is sensitive to transportation.“Purchase in person offers more security regarding product quality, especially on symbolic dates such as Easter”, he explains.

The research also identified what are the attractiveness factors for purchases. With 83% of preference, discount is still the most prestigious strategy. Already 17% of people prefer cashback. 

Regarding product preference, 60% of people should opt for large brands, while 40% will consume handmade items.At the time of payment, the priority will be for cash payment for 74% of respondents, while 26% plan to split purchases. 

In addition, the study also sought to understand the role of social networks in the scenario, with about 59% of respondents signaling that these media have influence on their purchase. For them, influencers especially TikTok and Instagram are decisive when selecting the Easter gift. “The interference by the networks reinforces the role of digital content as a decision engine, especially on seasonal dates, when inspiration and recommendation have great weight”, analyzes the CEO of Mission Brasil. “Marcas that know how to stand out in these media will certainly come out ahead in such a competitive market”, he concludes.