{"id":96888,"date":"2025-12-15T10:47:39","date_gmt":"2025-12-15T13:47:39","guid":{"rendered":"https:\/\/murray.adv.br\/?p=96888"},"modified":"2025-12-15T10:48:21","modified_gmt":"2025-12-15T13:48:21","slug":"storms-slow-december-retail-sales-as-brazils-christmas-outlook-dims","status":"publish","type":"post","link":"https:\/\/murray.adv.br\/en\/storms-slow-december-retail-sales-as-brazils-christmas-outlook-dims\/","title":{"rendered":"Storms slow December retail sales as Brazil\u2019s Christmas outlook dims"},"content":{"rendered":"<section class=\"content--header\">\n<div class=\"row content-head non-featured \">\n<div class=\"medium-centered subtitle\">\n<h6 class=\"content-head__subtitle\" style=\"text-align: center\"><em>Retailers expect a tepid holiday season after Black Friday slowdown and power outages in S\u00e3o Paulo during 12.12 sales event<\/em><\/h6>\n<\/div>\n<\/div>\n<div class=\"content__signa-share\">\n<div class=\"content__signature\">\n<div class=\"content-publication-data\">\n<div class=\"content-publication-data__text\">\n<h6 class=\"content-publication-data__from\"><\/h6>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p class=\"content-publication-data__updated\">12\/15\/2025<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content__share-bar-container\">\n<div class=\"content__share-bar\"><\/div>\n<\/div>\n<\/div>\n<hr class=\"content__divider \" \/>\n<\/section>\n<div id=\"mc-article-body\" class=\"mc-article-body \">\n<article>\n<div class=\"no-paywall\">\n<div class=\"row medium-uncollapsed content-media content-photo\" data-block-type=\"backstage-photo\" data-block-id=\"0\">\n<div class=\"mc-column content-media__container\" data-image-display=\"normal\">\n<div class=\"content-media-container\" style=\"text-align: center\">\n<figure class=\"content-media__figure\"><img loading=\"lazy\" decoding=\"async\" class=\"content-media__image aligncenter\" src=\"https:\/\/s2-valorinternational.glbimg.com\/6PPvRRXnpg1lFOklHZkklzDf6ag=\/984x0\/smart\/filters:strip_icc()\/i.s3.glbimg.com\/v1\/AUTH_63b422c2caee4269b8b34177e8876b93\/internal_photos\/bs\/2025\/b\/h\/JJH6ElSYux7hrNeI2XZQ\/foto15emp-101-natal-b5.jpg\" alt=\"CNC projects R$72.7 billion in Christmas sales, up 2.1% in real terms \u2014 Foto: Lola Silva\/Folhapress\" width=\"1729\" height=\"1266\" \/><figcaption class=\"content-media__description\">C<em>NC projects R$72.7 billion in Christmas sales, up 2.1% in real terms \u2014 Photo: Lola Silva\/Folhapress<\/em><\/figcaption><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"mc-column mc-side-item__container\" style=\"text-align: center\" data-block-type=\"ads\" data-block-id=\"1\"><em>\u00a0<\/em><\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"27\" data-block-id=\"2\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">Retail activity at the start of December has remained in line with conservative projections, with sluggish demand so far this month, said industry sources in recent days.<\/p>\n<\/div>\n<div class=\"wall protected-content\">\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"44\" data-block-id=\"3\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">A key promotional date known as \u201c12.12\u201d (December 12) was affected\u00a0<a class=\"\" href=\"https:\/\/valorinternational.globo.com\/business\/news\/2025\/12\/12\/cyclone-leaves-sao-paulo-in-chaos-with-power-and-internet-outages.ghtml\" data-mrf-link=\"https:\/\/valorinternational.globo.com\/business\/news\/2025\/12\/12\/cyclone-leaves-sao-paulo-in-chaos-with-power-and-internet-outages.ghtml\">by severe storms and strong winds that hit parts of Brazil.<\/a>\u00a0This retail date, inspired by Chinese e-commerce campaigns, has become an unofficial warm-up for Christmas sales in Brazil, especially in online channels.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"34\" data-block-id=\"4\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">Although 12.12 is mostly focused on e-commerce rather than brick-and-mortar stores, widespread power outages disrupted consumer attention and reduced traffic on websites and apps, according to surveys and social media monitoring by major retailers.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"65\" data-block-id=\"5\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">\u201cWe noticed lower app traffic in S\u00e3o Paulo and parts of the South after lunchtime on Wednesday [December 10], and that slump lasted into Thursday afternoon,\u201d said a manager at a large online marketplace. \u201cThere was some recovery on the 12th, but we were already behind. We couldn\u2019t push the offers properly. No one was in the mood to shop for irons or air fryers.\u201d<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"45\" data-block-id=\"6\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">Another executive from an e-commerce platform said retailers shifted strategies on December 10. Products requiring electricity, like phones and Bluetooth speakers, gave way on app homepages to items like power banks, emergency lights, and even candles, which matched the immediate needs of consumers facing outages.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"29\" data-block-id=\"7\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">\u201cThose who had stock sold out fast,\u201d the source said. Retailers like Mercado Livre and Shopee offered discounts of 40% to 50% on power banks, launched on December 10.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"31\" data-block-id=\"8\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">The S\u00e3o Paulo State Federation of Commerce (FecomercioSP) estimates that the\u00a0<a class=\"\" href=\"https:\/\/valorinternational.globo.com\/business\/news\/2025\/12\/12\/sao-paulo-blackout-may-cost-commerce-and-services-r15bn.ghtml\" data-mrf-link=\"https:\/\/valorinternational.globo.com\/business\/news\/2025\/12\/12\/sao-paulo-blackout-may-cost-commerce-and-services-r15bn.ghtml\">storms caused losses of R$1.5 billion<\/a>, including just over R$1 billion in the services sector and R$511 million in retail.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"2\" data-block-id=\"9\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\"><strong>Last-minute shopping<\/strong><\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"38\" data-block-id=\"10\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">In previous years, slow starts to December were often followed by a pickup in last-minute Christmas shopping. The worst-case scenario now would be continued bad weather pushing spending even further into the final days before Christmas, analysts said.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"55\" data-block-id=\"11\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">\u201cThere was a slowdown in foot traffic due to the rain and wind on Wednesday, but by Thursday, the stores had started to recover,\u201d said the CEO of a shopping mall group with operations in S\u00e3o Paulo and Rio de Janeiro. The question, consultants say, is whether that lost demand will return or simply vanish.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"39\" data-block-id=\"12\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">This year\u2019s holiday season is expected to be weaker than in 2024. Last December, revenue rose 7.8% from 2023 and sales volume increased 2%, based on data from the Monthly Retail Trade Survey (PMC) by Brazil\u2019s statistics agency IBGE.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"45\" data-block-id=\"14\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">The CEO noted that higher interest rates are forcing consumers to focus on debt payments, reducing their available spending power. Central Bank data released in late November showed\u00a0<a class=\"\" href=\"https:\/\/valorinternational.globo.com\/business\/news\/2024\/09\/17\/atacadao-sells-food-in-installments-to-indebted-consumers.ghtml\" data-mrf-link=\"https:\/\/valorinternational.globo.com\/business\/news\/2024\/09\/17\/atacadao-sells-food-in-installments-to-indebted-consumers.ghtml\">household debt reached 49.1% of income in October 2025<\/a>, up 1.1 percentage points from the previous year.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"2\" data-block-id=\"15\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\"><strong>\u201cTwo Brazils\u201d<\/strong><\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"25\" data-block-id=\"16\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">A survey by the National Confederation of Commerce (CNC) projects real growth of 2.1% in December sales, totaling R$72.71 billion for the 2025 Christmas season.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"30\" data-block-id=\"17\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">\u201cI think we\u2019ll see moderate performance, because we live in two different Brazils: one with rising income and another with growing debt and default,\u201d said CNC chief economist, Fabio Bentes.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"24\" data-block-id=\"18\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">In October, late payments on non-earmarked loans reached 6.7% among Brazilian households, up 1.3 percentage points from a year earlier, the Central Bank reported.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"45\" data-block-id=\"19\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">Bentes said the season may be marked by extremes: strong labor market conditions on one side and a restrictive credit environment on the other. Inflation is more contained, which supports purchasing power, but the cost of services remains high and continues to squeeze family budgets.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"44\" data-block-id=\"20\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">\u201cThere are many variables at play this year, making it harder to map out the season. But it\u2019s shaping up to be a cooler Christmas,\u201d he said. \u201cWith lower inflation, sales volume could be better, but nominal revenue won\u2019t be inflated like in 2022.\u201d<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"58\" data-block-id=\"21\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">Research firm IEMI \u2013 Intelig\u00eancia de Mercado, which specializes in fashion retail, expects single-digit increases in both volume and value this Christmas. Clothing sales are forecast to rise 4.7% in volume to 957.1 million items, with revenue reaching R$48.5 billion, up 9.4%. In the footwear segment, volume is expected to grow 4.2% and revenue 9% to R$12.6 billion.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"2\" data-block-id=\"22\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\"><strong>Online war<\/strong><\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"51\" data-block-id=\"23\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">The outlook is more optimistic for online retail, driven by intensified competition among platforms like Mercado Livre, Shopee, and Amazon.\u00a0<a class=\"\" href=\"https:\/\/valorinternational.globo.com\/business\/news\/2025\/11\/27\/amazon-mercado-libre-pick-up-black-friday-battle-over-coupons.ghtml\" data-mrf-link=\"https:\/\/valorinternational.globo.com\/business\/news\/2025\/11\/27\/amazon-mercado-libre-pick-up-black-friday-battle-over-coupons.ghtml\">These companies are offering more aggressive coupon campaigns<\/a>, ranging from R$10 to R$200. E-commerce accounts for 15% of total retail consumption in Brazil, with physical stores still holding an 85% share.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"26\" data-block-id=\"25\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">E-commerce association Abiacom expects the sector to grow 14.95% over 2024 levels. Last year, online sales between Black Friday week and December 25 totaled R$23.33 billion.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"24\" data-block-id=\"26\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">Total orders are projected to grow 5%, with average spending per order rising 9.5% to R$700.70, partly due to accumulated inflation pushing up prices.<\/p>\n<\/div>\n<div data-track-category=\"multicontent\" data-track-action=\"ultimo chunk conteudo\" data-track-noninteraction=\"false\" data-track-scroll=\"view\">\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"53\" data-block-id=\"27\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\" data-mrf-recirculation=\"Article links\">An electronics retail executive said sales through December 11 were only slightly ahead of last year. \u201cIf we use a base of 100, we were at 101.5, so it\u2019s steady, neither strong nor weak. With better employment and income numbers, we could be doing much better, but there are still two weeks left.\u201d<\/p>\n<h6 class=\"content-publication-data__from\"><em>By\u00a0<\/em>Adriana Mattos\u00a0\u2014 S\u00e3o Paulo<\/h6>\n<p>Source: Valor International<\/p>\n<\/div>\n<p>https:\/\/valorinternational.globo.com\/<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Retailers expect a tepid holiday season after Black Friday slowdown and power outages in S\u00e3o Paulo during 12.12 sales event &nbsp; &nbsp; 12\/15\/2025 CNC projects R$72.7 billion in Christmas sales, up 2.1% in real terms \u2014 Photo: Lola Silva\/Folhapress \u00a0 Retail activity at the start of December has remained in line with conservative projections, with [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8106],"tags":[26641],"class_list":["post-96888","post","type-post","status-publish","format-standard","hentry","category-murray-news","tag-black-friday-slowdown"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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