For some time now, Brazil has been trying to adopt customs that are traditional in the United States, such as Halloween and Black Friday. However, there is nothing more traditional in our country than the beginning-of-the-year sales, something that is already part of our culture. In addition, it is an excellent opportunity for business owners, because after spending at the end of the year, many consumers are looking for promotions and sales to save money and renew products. For companies, the January sales boost revenue and offer an opportunity to build customer loyalty.
Data from the IBGE's Monthly Trade Survey (PMC) showed that, in January of this year, sales in Brazilian retail surprised analysts and started the year with a 2.5% increase amid a wave of promotions and stock clearances in some sectors.
Brazilian tradition
After the end-of-year festivities, stores usually accumulate merchandise. That's why, in order to renew its stock, the Magazine Luiza chain launched a major campaign in 1994. The idea was to offer discounts of albania whatsapp data up to 80% across all sectors. It was a quick success, as many people formed long lines and even camped out at the store's door the night before the first event.
The tradition continues to this day and many companies and even competitors have adopted the same strategy. Actions like these are responsible for ensuring high sales in a historically difficult month for commerce. According to the Magazine Luiza chain, stores can sell in 24 hours the equivalent of 10 days' worth of goods.
New consumer behavior
In a period marked by Black Friday, Christmas and January Sales, the IBGE highlighted a new pattern of consumption among Brazilians, which has been observed since 2022. Christmas shopping is brought forward during Black Friday in November, which causes sales volume in December to fall. Due to the drop in sales during Christmas, many sectors invest in promotions and stock clearances in the transition from December to January, which increases revenue in the first month of the year.
Therefore, it is necessary to understand this movement and prepare for it, as it is clear that consumers are looking for better prices and promotions. While December sales are focused on last-minute gifts, therefore, with lower added value.
Renew and update your stock
Early-year sales are ideal for freeing up inventory space and preparing your store for new collections or products. By selling accumulated items at reduced prices, you avoid losses and also create a sense of advantage among consumers. This renewal is great for keeping your store attractive and up-to-date.
Additionally, January is the perfect time to clear out stocks of seasonal or slow-moving items while also introducing other products to customers. Use the opportunity to highlight new releases or services that complement your sale offerings. This increases the chances of cross-selling and increases your average ticket.
Identify your customers' interests
Sales are an excellent way to attract two different audiences: existing customers who are looking for exclusive benefits, and new consumers who are attracted by competitive prices. A good strategy is to offer special conditions, such as progressive discounts or exclusive promotions for those who are already registered in the loyalty program.
Understanding consumer preferences makes for a successful sale. Analyze the most sought-after products and those with the greatest potential for interest. Personalize your communication with specific emails or notifications, segmenting customers by purchasing profile. This approach creates a sense of exclusivity and care.