The current economic environment is impacting Children’s Day shopping: while 41% of consumers plan to cut back, most are seeking to balance their budgets by setting a spending cap on gifts.
The approach of Children’s Day brings out cautious consumer behavior nationwide. A joint survey conducted by Hibou and Score Group indicates that restricted household budgets are the main factor when deciding spending, with 41% of Brazilians declaring their intention to spend less than the previous year.
Despite financial pressure, the market maintains guarded optimism. About 56% of respondents plan to maintain or even increase their spending compared to 2023. To make celebrations feasible, the predominant strategy is financial organization: 70% of consumers have set a cap of R$ 250 per gift.
Preferences and the Role of Digital Influence
The survey revealed that the list of gift recipients is led by nieces and nephews, with 48% of purchasing intent, surpassing children, who stand at 35%. In category rankings, traditional toys remain in the lead (40%), closely followed by apparel (37%) and leisure experiences, such as outings to parks and exhibitions, totaling 33%.
Children’s digital behavior also guides adult choices. YouTube and TikTok are the environments where children consume content and look for references most. According to the study, figures such as Luccas Neto and the duo Maria Clara e JP exert direct influence on purchasing decisions, ranking as the most spontaneously mentioned names.
Current dynamics show that Brazilian consumers are more selective, prioritizing items that combine leisure and utility, without foregoing strict limits so as not to jeopardize the family budget for the remainder of the semester.
Projections and Economic Context
The survey, which interviewed 1,384 people across socio-economic classes ABCDE, reflects the reality of a retail market that needs to be agile to capture the attention of price-sensitive customers. The diversification of wish lists — which now include books (30%) and building sets (29%) — indicates that families are seeking higher-value options.
For retailers, the main challenge in the coming days will be aligning the expectations of children, heavily influenced by social media, with the financial control required by parents and guardians. The trend is for promotions and smart installment plans to take center stage as essential tools to close sales for this holiday.
