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With the creation of the Consumer Protection Code in 1990, Consumer Day gained prominence in Brazil with the aim of disseminating and celebrating buyers’ rights. Over the years, the date expanded its duration and took on a commercial purpose, characterized by a profusion of offers and discounts that increasingly attract new fans.

To understand Brazilians’ purchasing intentions and expectations for this special date, Guia dos Melhores, a product evaluation platform, carried out a survey with consumers of all age groups and regions of the country. The study revealed that 37.2% of respondents want to make purchases again, just like in other years. Although 3.6% of Brazilians still do not know about Consumer Week, as indicated by the study, 27.2% of respondents intend to buy during this period for the first time. Being the first or second time participating, in total, around 64.4% of Brazilians intend to shop during Consumer Week in 2024.

Brazilians search for beauty

Unlike other commemorative dates, such as Black Friday and Mother’s Day, the most desired segment for the period is fashion and accessories, with 48.7% adherence. The beauty sector consolidated its presence as the favorite among Brazilians, with other categories such as cosmetics (24.5%) and footwear (18%) in the top 10 of the most desired items for the date.

Despite second place, the demand for electronics is not far behind, with 28.2% interest. Right away, consumer items for the home, such as household appliances and furniture, represent 39.1% of purchase intention for those who want to decorate or equip their residence to facilitate daily tasks.

Items related to health, leisure and education appear less expressively among the most desired categories. 16.4% of respondents show interest in the pharmacy and health category to take advantage of promotions, in turn, the food and beverage sector attracts the interest of 12.4% of consumers. The preference for the tourism sector is indicated by 8.7% of those interviewed, while 8.3% express the desire to invest in education.

Low prices motivate consumers to go shopping, followed by benefits such as discount coupons and cashback. Regarding how much they intend to spend29.8% of Brazilians interviewed intend to pay between R$150.01 and R$300.00, while 25.1% plan to spend up to R$500.00. Only 18.9% are considering making purchases within the range of up to R$1000.00.

Most desired e-commerces

Consumers already have in mind which e-commerce they intend to buy from to participate in promotions. With 22.3% interested in making online purchases, Amazon Brazil stands out as the leading e-commerce to avail both electronics and apparel items. In second and third position are Mercado Livre (17.5%) and Magazine Luiza (15.7%), closing the top 3 with the leadership of marketplaces Latin Americans.

In addition to the national giants, Asian companies also have a significant presence in consumer preferences during Consumer Week. In fourth and fifth place, Shopee and Shein account for 20.2% of consumers’ purchase intention.

Soon after, Americanas and Casas Bahia appear with 6.8% and 6.2% of desire to purchase, respectively. Other important names in digital retail appear in the ranking, such as Netshoes (4.2%), Renner (3.9%) and Aliexpress (3%), in line with the desire of those looking to purchase products in categories such as footwear, clothing and beauty.

For Eduardo Scherer, founder of Guia dos Melhores and specialist in product analysis, it is essential to recognize that this period presents different nuances from other commercial dates, allowing both commerce and consumers to increasingly enjoy this experience. “Unlike Black Friday, where the purchase of electronic products is predominant and consumers prepare to spend on gifts and end-of-year parties; Consumer Week seems to be more related to the transition between Carnival and Easter, as well as the changes of seasons. This consequently drives sales of products such as summer clothes and footwear. Although it is a commercial date on the rise in terms of popularity, it still needs to improve its appeal to consumers”, analyzes Scherer.