69% of Brazilians intend to buy on the date and 91% will do price research. Chocolate bars are already the option of 48% of consumers. Average purchase spend will be $ 135.
A very important commemorative date for most Brazilians, Easter must move trade by the end of the first quarter of the year. An estimate by the Credit Protection Service (SPC Brasil) and the National Confederation of Shopkeepers (CNDL) shows that approximately 103.9 million Brazilians are expected to make purchases for the occasion.
According to the survey, 69% of consumers intend to buy or have already bought gifts and chocolates for Easter 2018 – a percentage higher than the purchase intention reported in 2017 (57%). Only 12% do not want to go shopping this year.
Among consumers who will be shopping at Easter, most (41%) report their intention to spend the same amount last year, while 36% will spend less and 15% say they will spend more. Among these, justifications include the desire to buy more products (57%), the fact that prices are higher (37%) and believe that the products are priced very well and worth taking advantage of (29% ).
Those who spend less justify their decision by saying that they want to save money (48%), that prices have risen too much and that monthly income has not kept pace with the increase (46%) and because they do not want to make debts (31%).
The survey by SPC Brazil shows that about 44% of consumers intend to buy the same amount of products as at Easter 2017, 31% intend to buy more products and 14% buy less. The average expected purchase is five products and the average total cost, R $ 135.03.
For 41%, prices are more expensive. 91% will do price research. Chocolate bars already an option for 48% of consumers
The survey also reveals that 41% of consumers heard have the feeling that prices for Easter products are more expensive this year than in 2017 – a percentage that was 56% in the survey last year.
For 31%, the figures are in the same range and only 9% believe in lower prices. The survey also showed that a majority (91%) of buyers intend to do price research before taking eggs or other products home, with supermarkets (76%), sites (52%), in shopping malls (38%) and street stores (34%).
Six out of ten consumers want to buy chocolate eggs (61%), while 51% prefer bonbons and 48% prefer chocolate bars. Among the latter, the main reasons for preference are because the celebration is more important than the shape of chocolate (50%) and because they find bars and bonbons cheaper (39%).
Among those who want to buy homemade chocolates, the main reasons are to consider that they are more personalized (30%), consider that the quality of chocolate is better (22%) and help people who sell informally (19%).
“The Brazilian consumer has already learned that the price variation of Easter eggs is huge and could be close to 100% in some cities, according to Procon. So going shopping at the first store that appears is a serious mistake.
Ideally, if you plan ahead, use the internet to research and only make decisions once you have seen the prices charged at various establishments. Finally, it is valid to reflect: is it even necessary to buy eggs, or is this just another symbol of consumption? Often chocolate in other formats, such as the bar, for example, comes out much cheaper for the consumer.
But in any case, if the person makes a point, you can get homemade or homemade eggs, which are more important and can also be good gifts. ” – evaluates SPC Brazil’s chief economist, Marcela Kawauti.
As in the past year, the children will be the main recipients (59%), followed by the spouse (42%), the mothers (37%) and themselves (35%).
The majority must pay in cash. 50% intend to go shopping the week before Easter
Cash payment will be the most used form of payment this Easter, whether in cash (63%) or in debt (38%). Another 25% will pay in the credit card in a single installment, while 22% will prefer the credit card installment. Among those who will opt for installment, the average will be 3.5 installments.
At the moment of going shopping, the factors that weigh on the Brazilian’s choice are not different from those used in most consumer situations. Basically, when choosing the place of purchase, people are looking for the price (53%), product quality (52%), promotions and discounts (45%) and product diversity (36%). Among the main shopping, places are supermarkets (73%), directly with people who make eggs and chocolates at home (25%) and in shopping malls (25%).
Although they already know where to shop, most people do not seem to be willing to take action in advance: 50% intend to shop the week before Easter and 31% will have done so by the third week of March. Considering the place of celebration, one observes its family character and 54% intend to spend Easter at home, 13% in the house of relatives and 13% in the parents’ house.
The survey also indicates that eight out of ten consumers intend to buy fish for the occasion (80%).
30% should attend “secret-friend” at Easter
One practice that has become common in recent years is the “chocolate-friend”. This year, 30% of the people interviewed intend to attend, increasing to 41% among the youngest, mainly because they enjoy social events (15%) and because it is a good way to give away less money (9%). On the other hand, 48% do not want to participate, mainly because they do not like the joke (35%) and because they are currently out of money (13%).
Among those who want to participate in Easter chocolate friend, the average is 3 participations. Considering the environment and the people with whom the joke will be made, 56% will perform the chocolate-friend as a family, 49% among friends and 45% among co-workers. Four out of ten people will participate (40%) intend to spend between R $ 26.00 and R $ 50.00 with each secret friend’s gift, and the average spend will be R $ 45.74.
“Why not make the joke an opportunity to save money? It is not hard to remember that we are coming out of a long recession and that many families are on a cost containment basis. Instead of having to buy eggs for several people, the chocolate friend allows spending to be concentrated on a single member of the family. At the same time, nobody is left without the gift “, says the financial educator of SPC Brazil and the portal My Happy Pocket, José Vignoli.
7% got their name dirty because of last Easter. 14% usually spend more than their finances allow on purchases
Although avoid buying gifts on commemorative dates may be an alternative to save and put the budget in order, for part of the interviewees, this is not a choice: 14% of those who go shopping on the date this year admit that they usually spend more than their finance allow for gifts at Easter and 6% will even stop paying some account to buy chocolates or products this year.
Another data that inspires concern and denounces the reckless behavior of some consumers is that 7% of those interviewed who made last year’s Easter purchases were called dirty because they did not take their purchases. Among those who will be presenting in 2018, one third (33%) acknowledge that they have at least one account in arrears and 31% are with the CPF enrolled in delinquent registrations.
“Like any other commemorative date, Easter is subject to all marketing and advertising mechanisms to stimulate consumption, as this is an important date for trade. So people often end up giving in to consumerism and exaggerating spending, “says Kawauti. “If the consumer is prepared, if he has set aside an amount to spend on Easter, that is fine, as long as that does not prevent him from making more important financial commitments, as well as saving money for contingencies. What is not recommended is to make debts or stop paying bills, with the intention of buying eggs, bonbons, etc., “warns the economist.
The survey initially heard 859 consumers of both genders, aged over 18 and all walks of life in the nation’s 27 capitals to identify the percentage of people intent on spending at Easter. To evaluate the purchase profile, we considered 600 cases of the initial sample.