Study shows Christmas 2025 will drive higher sales and favor useful gifts, experiences and self-care products in Brazil.
Rising sales and new consumer habits
As Christmas 2025 approaches, the rush for gifts once again boosts Brazilian retail. Sector consultancies project sales growth between 6% and 8% for the period. This advance reflects the recovery of consumption and interest in functional, personalized gifts.
At year-end, Brazilian consumers usually change their buying behavior. The average budget for family and friends increases, and so does the search for meaningful items. As a result, gifting becomes a stronger expression of affection, usefulness, and purpose.
Purchase intent and main recipients
The new Christmas 2025 Purchase Intent Survey by CNDL and SPC Brasil highlights this movement. The study confirms Christmas as the most important date in the national retail calendar. The estimate points to an economic impact of R\( 84.9 billion.
According to the survey, 76% of consumers plan to buy gifts this year-end. Around 124.3 million Brazilians are expected to go shopping for Christmas. Therefore, retailers should experience a favorable environment for sales.
Children remain the main gift recipients, mentioned by 58% of respondents. Next come mothers (46%), spouses (40%), fathers (23%), and siblings (23%). For 28% of consumers, the most expensive gift will go to their children.
Another 19% intend to spend more on a gift for their spouse, while 18% will prioritize their mother. These figures show how family ties guide purchasing decisions. Thus, products with emotional appeal should gain even more visibility on the shelves.
Key trends: usefulness, experience, self-care
Retail specialists point to three main trends for this Christmas season. The return of useful gifts, the desire for experiences, and the rise of self-care products stand out. The movement reflects shopping behavior observed on other recent commemorative dates.
Gifts that combine experience, practicality, and purpose are gaining ground. Consumers increasingly seek items that fit daily life and strengthen emotional bonds. Below are four suggestions that capture the spirit of Christmas 2025.
“Café com Deus Pai”: faith and purpose
With 10 million copies sold, the book “Café com Deus Pai” remains a highly popular gift option. The title stands out among those who want to give something meaningful and inspiring. Families, companies, and faith communities across Brazil have adopted the book.
Its light, daily reading format makes it easy to incorporate into routine. In addition, the content encourages spirituality and reflection, which suits the turn-of-the-year mood. This way, many readers choose it to start 2026 with more purpose.
Shopping vouchers: practical and flexible
Shopping vouchers remain a classic and flexible gift choice. They work for very different consumer profiles. The present gives recipients freedom to choose exactly what they want.
Vouchers can be used in fashion, beauty, bookstores, and electronics stores. They also apply to gastronomic experiences, expanding the range of options. Consequently, vouchers emerge as a practical solution for those who want to avoid mistakes when gifting.
Self-care kits gain momentum
Self-care kits are expected to rank among the top Christmas 2025 choices. Scented candles, vegan skincare, artisanal soaps, and diffusers often appear in themed sets. These combinations balance affection, well-being, and practicality.
Essential oil blends, gourmet teas, and natural products also complete these kits. Thus, they appeal to those who value small daily rituals of care. The focus on well-being reinforces the preference for gifts with purpose.
Experiences that turn into memories
Gifts in the form of experiences are gaining traction among Brazilian consumers. Tickets for concerts, theater, museums, and special dinners are among the main options. Short courses and hotel day-use passes also follow this trend.
Short trips round out the list for those who want to create lasting memories. In such cases, the gift goes beyond a physical object and becomes a shared experience. Therefore, experiences should establish themselves as one of the major highlights of Christmas 2025.
