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Brazilian retail and consumer trends

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2026-09-10 23:52 UTC → 2026-09-11 16:06 UTC · added ~~removed~~

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. ~~To protect margins, experts recommend focusing on customer recognition~~ 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 ~~post-sales service rather than simple discounts.~~ 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. Retailers are~~ models, utilizing ‘double date’ ~~events—such as 8/8, 9/9, and 11/11—to~~ events to stimulate demand. For example, the brand Frosty reported a 75% increase in sales volume during its 8/8 campaign. To remain competitive, brands are integrating artificial intelligence, retail media, and CRM tools to optimize revenue through data-driven creativity.

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