День клієнта закликає роздрібну торгівлю продавати більше та краще зберігати

Retail sales data has become a crucible for any retail strategy, and amongst them, Customer's Day, celebrated this 15th of September in Brazil, is gaining importance. Although less media-focused than Black Friday, the date holds significant potential to boost sales and strengthen relationships when effectively leveraged.

According to the Neotrust Confi's second survey, Brazilian e-commerce generated R$8.3 billion in sales during Consumer Week 2025 (March 10-16), a 13.61% increase compared to the same period in 2024. Approximately 61 million products were sold, representing a 27.81% increase in sales volume. Interestingly, Consumer Day itself (March 15th) saw lower sales than the previous year (R$1.2 billion versus R$1.3 billion), reflecting a strategy of spreading promotions throughout the week.

While there are no specific figures yet for the Customer Day in September 2025, its synergy with Brasil Week positions it as one of the most promising dates in the second half of the year, with an impact comparable to that of large-scale national sales campaigns (Nubimetrics, 2025). A clear example is the air and ventilation segment, which saw a near 70% increase in sales in 2024, primarily driven by demand for air conditioning units.

Luiz Guardieiro, Revenue Director da Gate 3 (G3)Selling is just the first step. "After-sales service is the real differentiator, as it builds loyalty and encourages repeat purchases," he says. Between 2016 and 2023, 7.4 million complaints were registered. consumer.gov.br Due to dissatisfied customers with physical and digital products and services. Many of these complaints stem precisely from dissatisfaction with the resolution, which reinforces the importance of efficient and empathetic customer service.

Delivery is another crucial factor. A Capterra study shows that 56% of online consumers in Brazil link satisfaction to the quality of delivery. Furthermore, "quick commerce", with delivery times of up to two business days, has become critical to the customer experience. Logistics integration, real-time tracking, and structured outsourcing are now key differentiators for brands looking to delight customers after the purchase.

Customer Appreciation Day acts as a commercial and relational trigger: it's the perfect time to balance sales volume and relationship depth. Investing in speed of purchase is important, but if service, delivery, and resolution fail, any gains can be lost quickly," concludes Guardieiro.

The major challenge for businesses is orchestrating sales and after-sales with intelligence. This requires planning, robust logistical infrastructure, and effective human service. Those who understand that selling is winning and building loyalty is caregiving know this: satisfied customers become the most valuable financial asset of any business.

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