Brazilian retailers prepare for 2026 Christmas season

Retailers in Brazil are preparing for the 2026 Christmas season with varying levels of optimism and strategic planning. In the Rio de Janeiro Metropolitan Region, a survey by the Fecomércio Institute of Research and Analysis (IFec RJ) found that 54% of business owners have already made or are planning orders for the holiday. Approximately 38.2% of these establishments expect sales to exceed those of the previous year, with an anticipated average volume increase of 5.4%.

However, rising costs remain a significant challenge. According to the IFec RJ study, 63.3% of surveyed business owners reported that suppliers are charging more than in the previous year, with an average perceived price increase of 8.4%.

On a corporate level, chocolate manufacturer Kopenhagen is targeting a revenue increase of over 15% for its 2026 Christmas season. The company is launching its largest holiday operation to date, with a marketing investment 60% higher than last year. New product offerings include double-filled panettones and gift kits, which will comprise 30% of the seasonal portfolio.