Paraíba consumers favor Pix for small purchases and credit for larger ones

A retail payment study conducted by Cielo in partnership with Expertise/Opinion Box reveals distinct spending habits among consumers in Paraíba, Brazil. The data shows that payment methods are largely determined by the transaction value.

For purchases up to R$ 30, Pix is the preferred method for 61% of consumers. Between R$ 30 and R$ 100, Pix remains the leader at 54%. However, once a purchase exceeds R$ 100, credit card installments become dominant, accounting for 72% of transactions in that bracket.

In João Pessoa, the retail market remains divided. Between January and July 2026, Pix accounted for 7.6% of retail revenue, while installment credit led with 34%, followed by debit cards at 30.8% and single-payment credit at 27.7%. Notably, Pix transactions via card machines grew by 70% in Paraíba during the first half of 2026 compared to the previous year.