2023 Christmas Shopping Trends in Brazil
November was busy with Black Friday and Cyber Monday deals. As the year ends, one of the most important times for online shopping in Brazil is approaching: Christmas. People look forward to exchanging gifts with loved ones during this season.
Christmas has become a big deal in online shopping, with the share of sales increasing each year. Even though some Brazilians buy their Christmas gifts on Black Friday, popular marketplaces like Mercado Livre, Magalu, and Americanas continue to offer promotions throughout December. This strategy keeps attracting shoppers to their stores, ensuring high sales during the holiday season.
How was Christmas 2022 for e-commerce?
Brazilian e-commerce generated R$2.8 billion during Christmas 2022, marking a 6.2% increase compared to the same period in 2021, as reported by Clear Sale.
Sales during the Christmas week between December 19 and 25, 2022, considering both electronic and in-person commerce, grew 10.5%, with e-commerce registering an even more significant increase of 18.4% in relation to the same period of 2021, according to the Cielo Expanded Retail Index.
Brazil’s Christmas Trends for 2023
Higher ticket: Reflecting Black Friday patterns, our analysis of sales across multiple marketplaces revealed a 20% increase in the average ticket for online purchases, compared to 2022.
Desire for Discounts: Consumers actively seek online discounts, as evidenced by Google Trends data. Searches for online discounts during December surged by 25% compared to 2022 and 50% compared to 2020. This trend underscores the consumer’s inclination to influence their shopping decisions based on discounts and coupons. Top search terms included ‘desconto shopee,’ ‘desconto magalu,’ and ‘desconto amazon.’
The graphic below illustrates the surge in searches in Brazil for discounts and coupons, notably increasing in 2023 compared to previous years.
Top-selling categories: Christmas sales extend beyond toys and games. This year, we observe a significant uptick in the Beauty & Healthcare category. According to Kantar, in the 2022 edition, the most purchased gifts within the category were perfumery (47.2%) and body creams (17.5%).
Marketplace campaigns: Each year, marketplaces launch creative campaigns to draw in more consumers, and this year is no different. Mercado Livre kicked off early with promotions and discounts of up to 70%. Magalu is also providing substantial discounts for the season along with attractive coupons across all categories. Americanas and VIA Varejo are also featuring aggressive discounts.
Cross-border sales: The outlook for cross-border purchases in Brazil has improved following the government’s introduction of a compliance program on August 1 to facilitate safer and faster transactions. The factors driving Brazilians to buy from cross-border stores are mainly variety and price. This Christmas, cross-border sales began in November and are expected to continue through December, as Brazilians leverage marketplace discounts during the holiday season.
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