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Christmas consumption

Brazilians must spend more this year, however they are more conscious and mature in their financial planning


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The fourth edition of the survey conducted by Deloitte points out:

  • 59% of consumers plan to spend more or the same as last year
  • 64% intend to use the internet as part of the process of purchases
  • 74% should use credit card as the primary method of payment
  • 36% intend to save their bonus salary

São Paulo, Nov. 28, 2013 – The Christmas party season approaches and brings an optimistic consumer, willing to buy more, but to do so, he should research more for best prices. That's one of the highlights of the research "Christmas 2013 – findings about the Brazilian consumer habits", held for the fourth consecutive year by Deloitte.

The main conclusion of this current survey points to the fact that the Brazilians are passing through a change in their consumer habits and in their financial planning. Proof of this is that the share of consumers who plan to save their bonus salary went up 50% this year compared to what was recorded in the previous survey, reaching now the equivalent of 36% of the total respondents. Another 35% plan to pay off their debts with this extra income. This predisposition does not imply, however, in reducing the volume of purchases and Christmas spending, since 59% of consumers plan to spend the same or more than they spent in 2012.

"These results indicate signs of maturity and greater awareness of the use of bank credit by the Brazilian consumer, who better manages his debts and save part of their income for future spending," says Reynaldo Saad, Deloitte Consumer Business Industry Leader for Brazil and Latin America.

"Until a few years ago, due to inflationary memory, the Brazilian was very uncomfortable with debts in the medium and long term. Now no more. Facing an economic scenario still with full employment, income in relative ascension and ease of access to credit, he can now face with more maturity and planning the debts contracted in previous periods, "says Saad.

Consumer habits

This Christmas, the Brazilian intends to research more before buying, as indicated by 54% of respondents, which reveals a more conscious decision again. On average, respondents indicate that should spend R$61.85 for each gift, 11% more than last year.

It is worth remembering that, in the survey conducted in 2012, the average desired for this ticket was R$55.60, but the effective spending ended up being R$57.59. "This is not lack of planning. It is the optimistic Brazilian profile, especially during festive seasons. He establishes a lower level than will effectively disburse, and at the moment of purchase, because of the emotional impulse, ends up spending more money, "says Saad.

For the first time in four years of Deloitte’s research on consumer expectations for the Christmas period, the credit card "single installments" and "in installments" were cited as the main payment method to be used by consumers (74% of the total indicated these alternatives). It is followed by money, with 69%, and debit card, with 49%. "The result proves again that the Brazilian, despite paying off their debt, is ready for new ones, and, the credit card is an easy and less bureaucratic way to delay and / or purchase in several installments, since the credit is already pre-approved" adds Saad.

Regarding the gifts, the most desired this Christmas are portable electronic devices (45%), however, when it comes to gifts that will be purchased, they appear in sixth place. The highlights for the most purchased are the clothes (80%), shoes and cosmetics (both 46%). In relation to the date for the purchases, as has been occurring in previous years, the beginning of December appears as the most suitable period, according to 46% of respondents.

Regarding shopping destinations to be used, we confirmed the growth trend of ecommerce, with 64% of respondents asserting that the internet will be the most used venue, followed by 61% pointing the department stores and 56% indicating the shopping malls. Despite being the online channel the favorite of the respondents this Christmas, the physical stores shall be visited as well, according to themselves, motivated by the shopping experience, either because of personal service, promotions or direct contact with the product before the purchase conclusion. This habit is seen in the higher income classes and in the South and Southeast of Brazil whereas in the Northeast, Midwest and Northeast, this option appears in third place.

Online – main shopping destination

"The internet has proved to be a growing curve for retailers in recent years. This growth demonstrates the access of classes C, D and E to the online shopping experience, as well as reflects the new requirements and demands of emerging consumers" concludes Saad. But when asked about the reasons that lead them to shopping in the online environment, 73% of respondents reported being due to lower prices, 53% by convenience, and 51% highlighted the free shipping.

Social media was also highlighted in the survey results. When asked if they use social media as part of their Christmas shopping process, 28% of respondents said yes - against 22% in the survey last year, while 47% still say they do not use them for this purpose. In the classes D and E, the percentage of people who use social media is higher, reaching 40%.

The purpose of using social media in the purchasing process was also questioned in the survey. From respondents, 22% said they read the opinions or recommendations of products or stores in these media, 16% use it to research prices and 14% for gift ideas.

About the survey

Deloitte's survey included 750 respondents from all over Brazil, distributed as follows in the regions: Southeast (26%), Northeast (27%), Midwest and North (27% added together) and South (20%). Regarding gender, 56% of respondents are male and 44% are female. The main age groups are 18-29 years old, with 42% of the total sample, and 30 to 44 years, with 35%.

 

 

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