jundiaí and its surrounding region officially enter the busiest commercial period of the year with expectations of 3% sales growth for Christmas compared to 2023.
Despite national challenges like high interest rates, persistent inflation, and household debt, local retailers report increased foot traffic and are implementing strategies to convert visitors into buyers.
Edison Maltoni, President of Sincomercio, notes that favorable factors like a strong job market and year-end bonuses support consumption but still warrant caution.
“These factors could influence sales outcomes, preventing more substantial sector growth. Consumers are likely to be more pragmatic and purpose-driven this season. We anticipate approximately 3% regional growth compared to 2023, aligning with the slowdown observed in the latter half of this year,” he states.
Strategies for retailers and consumer behavior
Maltoni advises stores to focus on marketing campaigns, strategic pricing, promotions, omnichannel integration, and enhanced customer experiences.
“Mastering these fundamentals significantly contributes to success during retail’s traditional peak season,” he emphasizes.
The organization’s economist, Jaime Vasconcellos, explains that holiday sales have become more evenly distributed throughout December due to Black Friday promotions and early shopping.
“Retailers should develop strategies to attract customers all month, including targeting gift exchanges and New Year’s purchases that boost specific segments. Adjusting inventories, staff scheduling, and sales projections remains crucial given current economic caution. Despite challenges, significant opportunities exist throughout December,” he highlights.
Top-selling categories this Christmas
Most sought-after items include smartphones, tablets, smartwatches, clothing, footwear, fragrances, cosmetics, and accessories. For children, educational toys and board games remain favorites.
Gift certificates for dining, travel, and leisure experiences are gaining traction. Preferred payment methods include PIX, installment credit cards, cash, and debit cards.
Extended December shopping hours
To accommodate holiday shoppers, stores across Jundiaí will operate with extended hours throughout December. Downtown and neighborhood businesses may open from 9 AM to 10 PM weekdays and 9 AM to 6 PM on weekends.
This schedule, authorized by the Collective Bargaining Agreement (CCT), aims to maximize opportunities for both consumers and retailers.
“Acelere o Seu Natal” campaign
Sincomercio and the Chamber of Store Managers (CDL) launched the “Acelere o Seu Natal” (Accelerate Your Christmas) initiative, featuring consumer rewards to boost local shopping.
Shoppers receive one raffle ticket for every R$50 spent at participating stores (identified with campaign seals). Prizes include a Honda PCX DLX ABS motorcycle, a Honda Elite 125 motorcycle, shopping vouchers, and gifts.
The campaign runs through December 24. The motorcycle drawing will occur via Federal Lottery on December 27. Maltoni notes this reinforces local retail strength:
“This initiative showcases the strength of our diverse commercial sector, offering fair pricing and flexible payment options while strengthening the local economy, driving sales, and generating employment,” he states.
Christmas parade and retailer kits
The traditional Christmas Parade occurs December 18 at 7 PM in downtown jundiaí, featuring Santa Claus, Noeletes (Santa’s helpers), holiday performers, scout groups, cyclists, and special attractions. Sincomercio and CDL organize the event with cultural support from Sesc jundiaí.
As annual tradition, Sincomercio taxpayers and CDL members receive complimentary kits containing holiday window decals and 2026 calendars to enhance festive store displays.
