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Carnival | Carnaval
Carnival | Carnaval

Carnival and ecommerce in Brazil: what to expect

Published on 02/06/2020 - Updated on 04/18/2023

Carnival is one of the most traditional Brazilian holidays and a symbol of the country’s culture. The four-day festivity does not have a specific day in the calendar, but it usually occurs in late February or early March. This year, the official date is February 25th – however, the festivities begin, as usual, on Friday.

During this time of year, many Brazilians travel and businesses see their sales decrease. And despite being a digitally active population and heavy social media users, most consumers won’t make digital purchases during the holidays: they are mostly concerned with paying for their holiday expenses.

However, online businesses may benefit from Carnival before the holidays. In fact, Pinterest has gathered a series of insightful data that shows Brazilians prepare months ahead for the holiday. The social media platform users begin searching for the term Carnaval in September of the year before, seeking for inspiration and trends. Research for the term “glitter”, for instance, has grown 89% in the last year.

Travelers are also looking for inspiration and start planning ahead: Carnaval Rio de Janeiro has grown 54%, while Carnaval Salvador has grown 34%. In addition, Google Trends also shows that internet users started researching for the term fantasia carnaval 2020 – loosely translated to “carnival costume 2020” in English – in mid-December.

This shows that the Brazilian holiday is a great opportunity for businesses, and e-commerce stores from different categories may benefit from the season. However, there are still a few measures businesses may take to promote their brands and increase sales.


How ecommerce businesses may leverage from Carnival in Brazil

To make the best out of the season, we narrowed down a few tips to leverage from Brazil’s most famous holiday.

Research trends

Catching up on the latest trends not only helps your business define what products to sell on your online shop but is also important for your promoting your marketing strategy.  Many categories may benefit from the holiday to promote their products, such as fashion, clothing, cosmetics, and even home décor. Further, because the holiday happens during summer, this is a great opportunity to promote seasonal products.

Feature a Carnival menu

Another strategy is to feature a specific menu in your store with products related to the holiday. In addition, you may also apply discounts to specific products to encourage sales.

Prepare your logistics

Logistics may become seriously affected by the holiday in Brazil. Not only do many companies work reduced hours, but traffic and poor road infrastructure may also delay the delivery process. If you are selling products aimed for customers who need their product for the holidays – such as costumes and cosmetics – be sure to inform the delivery due date and provide a tracking code for your clients.

Work on your marketing strategies

Promoting marketing campaigns related to Carnival is another interesting strategy for your ecommerce. Brazilians enjoy companies that promote their products or services in a playful way, and the holiday definitely calls for this opportunity!

Set up a cart abandonment campaign

Suffering from cart abandonment can be very frustrating. And because season campaigns are time-sensitive, setting up a cart abandonment campaign is an important strategy.

Instead of merely sending an e-mail reminding your client to complete the purchase, how about also sending an updated boleto bancário? This allows customers to immediately pay for their purchase, without having to access the website all over again. Learn more about cart recovery with boleto in this article!

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