Children’s Day has the highest level of purchase intent in recent years | National ASN


October is coming and the kids are already anxiously asking for their gift. And according to the survey carried out by the Federation of Commerce of Goods, Services and Tourism of Paraná (Fecomércio PR) and by Sebrae/PR, Children’s Day will be very lively, since 74.4% of people from Paraná intend to give gifts on this date. . This is the highest percentage of the survey’s historical series, which began in 2016.

According to the coordinator of Business Development at Fecomércio PR, Rodrigo Schmidt, the greater intention to give gifts this year on Children’s Day can be attributed, among other factors, to the greater circulation of people compared to the two previous years, as well as the perception of improvement of the macroeconomic situation by the population, with the labor market in recovery.

“There is also at this moment a greater provision for celebrations, which were somewhat dammed during the most critical period of the pandemic. Children, in particular, were greatly impacted in this period, but there was, in general terms, a strengthening of relationships between parents and children, which explains this greater willingness to celebrate this very important date for national retail, which translates into gifts , tours, promotion of games, trips, thus heating up the consumption of goods and services”, reiterates.

In 2021, 65.6% of respondents said they would buy gifts on October 12. Among the undecided (1.5%) and 24.1% who will not give a gift this year, more than half (58.4%) do not have a child to give as a gift.

type of gift

With 55.6%, toys are the main type of gift chosen, but they lost some of the prominence compared to last year, when they received 62.9% of mentions. On the other hand, clothing and footwear increased compared to 2021, from 27.8% to 45.7%.

Educational games, which were in great demand last year, with 30.9% of the citations, this year had only 9.6%. Electronics such as video games, notebooks, tablets and cell phones should have expanded sales, as they rose from 5% in 2021 to 8.5% this year. Giving money to the child to choose what they want will be the 7.5% option. Books and the like fell considerably, dropping from 17.4% last year to 5.1% in this Children’s Day edition.

gift value

The value of the gift is the highest ever recorded by the survey. The average ticket will be R$ 156.58. The value is even higher than before the pandemic – in 2019 the average spent on gifts for children was BRL 90.33.

In the analysis by value range, it appears that 1/3 of the families will save and spend up to R$ 100.00 and another third will spend more than R$ 200.00.

Purchase date and search

Most purchases – 51.2% – will be made in the week before Children’s Day. Consumers who will make the purchase on the same day correspond to 21.3%; 14.3% of those who are going to anticipate the gift from 8 to 15 days, and those who have already bought the gift add up to 13.2%.

When giving a child a gift, people from Paraná do a lot of research: 77.5% seek information about the price of the gift, and 45.7% use the internet to do their searches. However, with the return of consumer circulation to the streets, it is observed that internet research has dropped considerably compared to 2021, when the pandemic was still at its height, and 62.9% of respondents at the time said they would do price research. in an online way. With 31.8%, the face-to-face price survey grew compared to last year, when it was carried out by 21.2% of respondents.

place of purchase

For the first time in the historical series, neighborhood stores will be the preferred place for shopping for Children’s Day gifts, with 26.1%. In 2021, neighborhood commerce received only 8.9% of the flow on this date, which, according to Sebrae/PR consultant, Lucas Hahn, highlights the migration of movement from central regions of cities to neighborhoods as a result of the pandemic, generating new business opportunities, mainly for micro and small companies, which characterize neighborhood commerce.

“It is the first post-pandemic year that people can connect in a lighter way, and this allows children to have a memorable date. It is necessary for companies to be prepared for this moment, with good service, compatible prices and children’s attractions. It is important to provide a pleasant experience throughout the process with a focus on customer satisfaction,” she notes. In addition, the entrepreneur needs to have structured communication to keep buyers and attract new ones, without forgetting to do the basics and, thus, generate connection and create loyalty.

Downtown stores are the choice of 20.6% of consumers surveyed this year, while the internet is mentioned by 24.1% and shopping malls by 18.9%.

Form of payment

The children’s gifts will be paid, preferably, in cash, by 61.5%, including debit card (28.7%), cash (19.5%) and pix (13.3%). Purchases made in installments on the credit card must correspond to 20.1% and, those made for the due date, 13.3%.

Profile of the recipients

Most people from Paraná – 34.7% – will give two children as gifts; 27.1% will only present one; 17.2% will buy gifts for three children; 6.9% for four children and 14.1% for more than four children.

The choice of gift will be made mainly by the adult, with 63.5%. However, the percentage of children who will choose their gift rose this year, from 20.1% to 34.8%.

Buying decision

Seller service will stand out in 2022 and leads as the main factor influencing the purchase decision according to the survey by Fecomércio PR and Sebrae/PR, with 23.4%. In 2021, the advice provided by the seller was considered decisive for 15.4% of consumers.

The low price instigates 21.6% of people from Paraná, while the quality of the product defines 21.3% of purchases. Promotions and discounts are decisive for 13.7% and 8.6%, respectively, of buyers.

Social networks

Social networks have a great influence on the Children’s Day purchase decision. On a scale of 1 to 5, with 5 being the highest level of suggestion, 31.9% of consumers surveyed recognize that publications on social networks exert a lot of influence on their purchases and 12% fall into level 4 of induction. However, a considerable portion says that Instagram, Facebook, Tiktok and the like have little influence on their purchase decision, with 26.7% at level 1 and 13% at level 2.

In comparison with Father’s Day, when consumers were asked this same question, the influence of social networks was higher, with 41.7% of respondents attributing the highest degree of induction to digital platforms for connecting people.

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