Valentine's Day is one of the most important dates for Brazilian retail, second only to Mother's Day and Christmas. For this reason, retailers are preparing themselves to meet the lovers who go in search of gifts for their loved ones.
With the COVID-19 pandemic, the date was also affected and showed a significant drop in sales in all sectors in 2020. The scenario was reversed in 2021 and also shows very promising for this year, as Neotrust data points out, and it is expected that sales will exceed a total of R$6.5 billion, a result previously achieved.
Although the outlook is heading towards a possible normalization, e-commerce remains the consumers' preference, thus reinforcing its growth over the last two years. The forecast is that the most romantic date in the commercial calendar will continue expanding sales for virtual stores. Following the new consumption model.
According to the report prepared by Neotrust, Valentine's Day in 2021 made digital retailers invoice R$6.5 billion between May 28 and June 11 (period analyzed), an increase of 3.24%. For 2022, companies are investing in optimizing their strategies in digital channels to understand the new daily life and offer the best possible shopping experience.
In addition to fostering actions to attract customers from younger generations, since the profile of consumers who celebrated Valentine's Day has a high proportion in the 18-24 age group. With purchase intentions worth approximately R$270.
To meet the demands of consumers, more than good prices and products, online retailers are also concerned about offering a better shopping journey within the site. For this reason, aiming for a good sales performance during Valentine's Day 2022, brands are betting on an infrastructure that supports high volumes of access, mobile-firstmobile-first communication, technologies that facilitate accessibility.
Promotions are a great lure when it comes to increasing sales flow, but to engage consumers during this date and subsequently build loyalty, it is necessary to plan strategies that encompass content, communicability, and shopping experience.
It is important to understand, however, that online sales will not negatively impact sales in physical channels. It is estimated that by 2025, e-commerce will not only grow 42% in Brazil, but will represent almost 39% of the total retail sales growth.
It will also drive a new buying dynamic between virtual and physical channels, integrating processes and unifying experiences. In other words, the online presence can generate more sales in physical stores through the unification of stocks and enable easier purchases through features such as "click and collect", giving customers the option to pick up their product at a nearby store, with the intention of getting it within hours.
This means that regardless of the channels your brand operates, aligning your strategy with customer needs and a high focus on user experience is essential to having a successful event.
Want to know how to prepare your e-commerce for this important retail date?
Check out our e-book "Expectations for Valentine's Day 2022", where we share data and learnings from Valentine's Day 2021, as well as predictions about consumer behavior and expectations for Valentine's Day 2022 in the context of Brazilian e-commerce.
Just click the link above and download the material for free!
*Article also published by Codeby on the website of its partner E-commerce Brasil.