“The movement these last few days has been spectacular, a lot of people on the street since the early hours of the morning.” This is the definition of Lauro Pimenta, vice-president of Alobrás (Brás Shopkeepers Association), for last-minute Christmas purchases made in the central region of São Paulo.
According to a study by the National Confederation of Retail Managers (CNDL) and the Credit Protection Service (SPC) in the country’s 27 capitals, at least 12 million consumers are expected to buy their Christmas gifts in the last hours before the party.
For Pimenta, the increase in people in São Paulo’s central commerce is also due to product exchanges.
“There are people who bought before and need to exchange. This also helps to increase sales, because they end up taking something else.”
For him, the 2025 movement is better than last year, not only in the number of people, but also in the amount spent.
“What has attracted the most attention is the average ticket, which has increased. In 2024 we were working with an average of R$175 and this year it increased to R$190. This also increases revenue”, he said.
Promotions in the days before Christmas and the wait for payment of salaries or the second installment of the 13th salary also make consumers go to stores later, according to the CNDL study. The agency recommends paying close attention to these last-minute purchases and says it is important to set a spending ceiling.
Despite the increase in people in stores in recent days, the phenomenon has been strong since the beginning of the month. Pimenta says that the movement is better compared to December last year and also in relation to the pre-pandemic period.
Alobras’ estimates for sales growth among its 1,200 members are around 10%, considering that in the first half of December the increase was 8% compared to the same period in 2024.
Antônio Almeida, marketing director at Mega Plaza Shopping, also in the central region of São Paulo, where there are 200 stores, states that the year was good and that the shopping center had, during the Christmas period, a growth in traffic of 50% and in revenue above 15%, with a higher average ticket, around R$250.
“This year, we had the opening of more stores and different segments, such as bed, table and bath, decoration, tools, makeup, lingerie. This greatly improved the mall’s mix and that is why we believe there was this significant growth”, he highlighted.
