Brazilian retail shifts toward year-round promotional calendars

The retail landscape in Brazil is shifting as major players move away from a sole reliance on Black Friday, instead adopting a continuous promotional calendar. Inspired by Asian e-commerce models, retailers are utilizing “double date” events—such as 8/8, 9/9, and 11/11—to stimulate demand throughout the year and create a sense of urgency outside of traditional seasonal peaks.

This trend is being adopted by both digital platforms and physical retailers. For instance, the ice cream brand Frosty has restructured its commercial calendar to include these numeric milestones, reporting a 75% increase in sales volume during its 8/8 campaign compared to the previous month. The company is preparing a “9/9” promotion to further democratize access to its product portfolio.

Technological advancements are also reshaping the sector. The integration of artificial intelligence in product discovery, the rise of retail media, and the use of data-driven creativity are becoming essential. A case study involving Sony Brasil and aunica demonstrated how combining data and media can lead to significant revenue growth, even with optimized investment levels.