Christmas is, historically, the most anticipated date by the Brazilian retail. More than a celebration, the Christmas season boosts the economy, boosts temporary jobs and represents a significant portion of the annual revenue of many companies, especially in trade 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, the 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 the marketing and business strategy specialist, Frederico Burlamaqui "Christmas 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 effective strategies can make the most of the date's potential. On the other hand, consumers can also turn Christmas into a more rewarding experience by adopting conscious and organized attitudes, affirms.
How companies can shine at Christmas
Burlamaqui explains that to stand out at Christmas, it is essential for companies to invest in an integrated experience for consumers. "Whoever invests in options like in-store pickup", express delivery and a smooth transition between online and physical channels will be ahead of the competition. Furthermore, campaigns that evoke the Christmas spirit, with exciting stories aligned with the brand's values, are a powerful tool to engage the audience. Emotional marketing creates lasting connections with customers, something that goes beyond the purchase and builds long-term loyalty,"comments the expert"
Another essential strategy is to anticipate promotional actions, as consumers are increasingly planning their purchases in advance, and brands that offer benefits since November tend to capture this audience. "Actions focused on sustainability", how the use of recyclable packaging or social actions, as a donation of part of the profit to environmental causes, should also be prioritized as they can attract a more conscious and engaged audience. Furthermore, the customer experience remains fundamental. At this point, it is important for companies to invest in good communication and personalized service, explain.
How consumers can make the most of it
Frederico emphasizes that planning is the main ally of the consumer during Christmas, since making a gift list and setting a budget are simple measures, more effective in avoiding excessive spending. A financial plan can be the difference between a happy Christmas and a tight January. Furthermore, take advantage of promotions on dates like Black Friday, in November, it is an excellent way to get ahead on shopping. However, it is important to stay alert to avoid traps, "like inflated prices or unrealistic discounts", alert
Another tip is to choose local commerce, that not only strengthens the region's economy, but also offers exclusive and personalized products, ideas for more special gifts. A great strategy is to anticipate purchases as much as possible, because those who leave it to the last minute run the risk of facing lines, 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 satisfying experience, finalizes Burlamaqui
Tips for companies
1 – Bet on Omnichannel – Integrate physical and online stores to offer convenience.
2 – Invest in emotional marketing – Campaigns that evoke the Christmas spirit tend to achieve more engagement.
3 – Get ahead – Consumers are increasingly getting ahead with their Christmas shopping. Offering early promotions can attract this audience and reduce pressure on logistics at the end of December
4 – Focus on sustainability – With consumers more attentive to environmental responsibility, actions such as recyclable packaging and donations of part of the profit to social causes are important differentiators
Tips for consumers
1 – Plan your purchases – Make a list and set a budget to avoid excessive spending.
2 – Search for prices and promotions – Black Friday in November is a good opportunity to get a head start on Christmas shopping. However, stay alert to avoid traps of inflated prices
3 – Prefer local commerce – In addition to strengthening the economy of your region, small stores often offer exclusive and personalized products
4 – Avoid leaving everything to the last minute – Anticipating purchases can avoid lines, high prices and the unavailability of products
