Despite the advancement of the internet and the popularity of social networks, TV commercials are still the ones that resonate most with consumers when it comes to advertising for Children’s Day. According to a survey carried out by Ecglobal, part of the Stefanini Group’s Haus ecosystem, 28% of respondents stated that television commercials are the form of advertising that most catches their attention during the commemorative date. The study, which interviewed almost a thousand people, also showed that 35% of participants feel that advertising strongly influences their choice of gift.
The data highlights that, in addition to TV commercials, other forms of advertising are also relevant. Ads on social media were mentioned by 22% of respondents, followed by ads on shopping sites (19%) and advertising on online videos, such as YouTube, with 14%.
Purchase intention and consumer behavior
The survey revealed consumer enthusiasm regarding Children’s Day, with 9 in 10 respondents saying they plan to buy gifts. Among them, 68% said they would “definitely” make purchases, while 25% probably would.
The place of purchase was also addressed, and 44% of consumers prefer to purchase gifts in specialized physical stores. However, online commerce continues to gain momentum, with 38% of respondents planning to make their purchases via websites and apps. Furthermore, 30% use online stores to get shopping inspiration, while only 20% visit physical stores for this purpose, which demonstrates a growing digital influence in the research phase.
The main recipients of gifts include children (65%), nephews (46%), godchildren (22%) and grandchildren (10%), and 72% of consumers plan to give gifts to more than one child. The gift decision often involves the children themselves: 27% of them decide on their own what they want to receive, while 43% suggest the gift, leaving the final decision with the person responsible.
Gift preferences and budget
Educational toys are the main choice of consumers this year, with 56% of preferences, followed by technological toys (39%), clothing (30%) and cartoon and film character products (36%). Games and consoles (25%) and sweets and chocolates (23%) also appear among the options.
As for the budget, 45% of respondents intend to spend between R$101.00 and R$300.00 and the majority (53%) plan to maintain the same amount spent in the previous year. Aspects such as delivery time (6%) and payment conditions (5%) were mentioned, but with less relevance, suggesting that consumers already expect a good standard of logistics and payment flexibility. This highlights the importance of added value, such as attractive promotions and products that provide a different experience for the child.
The data indicates that 42% of respondents plan to celebrate Children’s Day in shopping malls or cinemas, opening up opportunities for retail and interactive events that encourage purchases during outings. Furthermore, 61% of consumers plan to take their children shopping, creating moments for retailers to directly engage children and provide a unique and personalized shopping experience.
“There is a strong emotional appeal that can be explored. Campaigns that value family ties, while bringing children as part of the celebration, have the potential to create a deeper connection with the public. Combining these elements with engaging shopping experiences, whether in physical stores or online, can result in a positive impact on sales and the building of brands that resonate with families on special dates like Children’s Day”, comments Adriana Rocha, CEO of Ecglobal.
