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[SITUATION] · [ACTIVE] · [BUSINESS]
5 clusters · 20 sources · 16 days · First seen · Last updated
Brazilian retail and consumer trends
Overview
Retail trends in Brazil show a focus on strategic consumer engagement and seasonal sales planning. In preparation for ‘Dia do Cliente’ (Customer Day) on September 15, the Câmara de Dirigentes Lojistas (CDL) is encouraging retailers to implement promotional actions. Recent data from the Association of Supermarkets of the State of Rio de Janeiro (ASSERJ) indicates that 53.7% of consumers view Client Day as a ‘thermometer for Black Friday.’ In Rio de Janeiro, 56.3% of consumers are primarily motivated by promotions, with many using social media, WhatsApp, or digital apps to research deals on categories such as beverages and perishables.
Small businesses are being encouraged by Sebrae to use Client Day as a laboratory to test sales strategies, train staff, and refine pricing ahead of the November peak. This follows trends where Client Week in 2025 generated R$ 136 million in e-commerce via Nuvemshop.
Looking ahead to the 2026 Customer Day period, projections from Getnet suggest an 8% growth in sales during the week of September 13–19. The food wholesale and supermarket sectors are expected to lead this growth with an 18% increase. Regarding payment methods, Pix transactions are projected to rise by 33% compared to the previous year, although credit cards remain the preferred choice due to installment options and cashback benefits.
Regarding Black Friday, research from Google indicates a shift toward a ‘Black Friday of Planning,’ with shoppers increasingly using wish lists and artificial intelligence to monitor prices. Beyond traditional peaks, the landscape is shifting toward continuous promotional calendars inspired by Asian e-commerce models, utilizing ‘double date’ events to stimulate demand.
Entities
Câmara de Dirigentes Lojistas · Getnet · Sebrae · Frosty · Associação dos Supermercados do Estado do Rio de Janeiro
Timeline
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about 22 hours ago
[BUSINESS] 4 sourcesRetail sales in Brazil expected to grow during Customer Day weekBrazilian retail expects an 8% sales increase during Customer Day week, with supermarkets leading growth and Pix transactions projected to rise by 33% as businesses prepare for Black Friday.
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3 days ago
[BUSINESS] 7 sourcesBrazilian retail shifts toward year-round promotional calendarsBrazilian retailers are diversifying promotional calendars beyond Black Friday, adopting “double date” events like 9/9 and leveraging retail media and AI to drive year-round consumer engagement.
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8 days ago
[BUSINESS] 6 sourcesBrazilian consumers adopt strategic approach for Black FridayBrazilian consumers are adopting a strategic “smart shopper” approach for Black Friday, prioritizing price research, wish lists, and using AI to evaluate deals rather than relying solely on discounts.
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11 days ago
[BUSINESS] 4 sourcesBrazilian retailers prepare for Customer Day on September 15Brazilian retailers are preparing for Customer Day on September 15, with experts advising businesses to focus on customer loyalty and relationship building rather than relying solely on price discounts.
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16 days ago
[BUSINESS] 3 sourcesBrazil consumer trends show increased planning for Black FridayBrazilian consumers are adopting a more planned approach to Black Friday, with clothing and footwear leading interest and Pix emerging as the preferred payment method.
Sources
adnews.uol.com.br · atarde.com.br · brasil247.com · brasilemfolhas.com.br · consumidormoderno.com.br · correiodeminas.com.br · cupomdescontoo.com · economia.ig.com.br · eldogomes.com.br · em.com.br · jcce.com.br · jornalceleiro.com.br · jornalempresasenegocios.com.br · oglobo.globo.com · paraibatotal.com.br · portal.comunique-se.com.br · ppnewsfb.com.br · radioguaiba.com.br · revistapegn.globo.com · tecnologia.com.pt
This summary has been updated 4 times: see revision history