MFiels research pointed out data such as desired items, payment methods and how much the public intends to spend on the date
With Christmas approaching, MField presented research that points to the trends that should shape this year’s festive date in Brazil.
The survey had a participation of more than 1,700 participants, with a predominance of females, equivalent to more than half of the respondents. Parallel to this, the age group that dominated the research was between 25 and 35 years old and, for the most part, residing in the southeast region of the country, a total of 49.18%.
Our objective with the research is mainly to show how traditional sales boosting formats are transforming. Influencers have taken on an important role during seasonal dates, and brands are increasingly not only owning these names, but also in non-traditional formats, said Flvio Santos, CEO of MField.
According to the analysis, although more than 39% reported that they are in a tight financial situation, the data showed that more than 74% of those interviewed intend to invest in gifts during the date.
Among the most curious results collected by MField is who will receive the most expensive gifts in 2023, and also those who will be given the most treats.
According to the survey, mothers lead the responses with 28.3% of the total in terms of values, followed by spouses with 18%. As for the family members who will receive the most gifts, mothers come first (51%), followed by fathers (32.1%) and brothers (31.1%).
The study also found that gifts will also be directed to:
Boyfriend/Fiancée – 26.7%
Husband/Wife – 23.4%
Children – 18.2%
Friends – 18%
Nephews – 17.5%
Sogro(a) – 8.6%
Godchildren – 8.1%
Avs – 7,8%
Not defined – 6.2%
Uncles/Cousins - 5%
Groomsmen/Godmothers – 2%
Professor – 1,5%
Furthermore, while 52% of respondents start researching gifts a month in advance, 21.8% said they left it until the last minute.
The survey also pointed to consumer preferences at the time of purchase. In addition to discounts, which represent responses from more than 90% of participants, there are those related mainly to trust in the brand/store (54.2%), free shipping (38.3%), delivery time (31.5 %), variety of products (20.3%), payment flexibility (18.6%) and ease of return or exchange (10.2%).
And even though consumers are restrained regarding the amount that will be spent this year, the average investment is between:
Between R$51 and R$100 – 29.7%
Between R$101 and R$200 – 20.6%
At R$ 50 – 14,7%
No defined values - 11.5%
Between R$201 and R$400 – 7.3%
More than R$401 – 5.4%
The most used payment methods will be credit cards (71.6%), Pix (54.5%), debit cards (37%) and cash (17.8%).
In the gift list, the research showed that there is a preference for fashion and accessories, representing 42.1% of choices, followed by cosmetics with 27.5%, footwear with 26.1% and toys representing 25.6%. Among the other choices, electronics (18.5%), cell phones (6.9%) and tourism and travel (6.8%) also stand out.
