- Despite the crisis, the consumer was not shy when investing in Valentine’s Day gifts, and the average purchase ticket showed, in fact, a slight growth of 1.4% compared to last year, passing from BRL 400.91 to BRL 406.67;
- The best-selling categories were Fashion and Accessories (21.32%), Beauty (20.17%), and Electronics (15.91%).
Between May 28 and June 12, Valentine’s Day in Brazil, e-commerce sales more than doubled compared to last year, reaching BRL 6.45 billion. In total, 15.8 million online purchases were made (112.8% more than last year). This is what a report by Social Miner and partners such as Compre & Confie, ClearSale, Octadesk, AnyMarket, Send4, and Vindi shows. The volume of orders grew by 240%.
Despite the crisis, the consumer was not shy when investing in Valentine’s Day gifts, and the average purchase ticket showed, in fact, a slight growth of 1.4% compared to last year, passing from BRL 400.91 to BRL 406.67.
Even after Mother’s Day (May 10), the biggest date for retailers in Brazil as a whole, visits to the sites remained high, reaching new peaks on the 18th and 20th of the same month. This movement can be attributed both to the late search for gifts for mothers and to the first consumers of Valentine’s Day who were already looking for offers.
According to the report, the male audience was responsible for most (57.7%) of visits recorded in the fortnight before the event.
The best-selling categories were Fashion and Accessories (21.32%), Beauty (20.17%), and Electronics (15.91%).
As the product categories with the highest average ticket (BRL1,426.30), smartphones accounted for 18.2% of Valentine’s Day revenue (considering the base of 4,000 Compre & Confie stores).
Desktop or mobile?
The report also shows that Brazilian consumers tend to buy more on the desktop during working days, while on weekends the representativeness of mobile sales grows.
The report considers that this behavior must be related both to the usability advantages of the computer, which, as highlighted by the users, allows to consult multiple screens and view details more clearly, as well as the practicality of finalizing the purchase on the same device that was already in use, probably during professional activities.
In general, the desktop was used 63.82% of visits, compared to 36.18% on mobile (compared to last year, the growth in the use of the smartphone was 1.3 percentage points). When it comes to sales, though, consumers prefer desktops (67.58%).