Valentine’s Day, celebrated on Saturday (12), should move R$ 1.8 billion, a value below that observed before the pandemic, according to a survey by CNC (National Confederation of Commerce of Goods, Services and Tourism). In 2019, the date moved BRL 1.87 billion, according to the organization.
Even so, the result should be seen as positive, assesses Fabio Bentes, an economist at CNC. “This is good news since commerce is one of the sectors that face the most difficulties during the pandemic”, he says.
According to the economist, the date was already losing steam in previous years, even after the post-recession resumption of 2014. “We had consumption walking sideways, it didn’t fall nor did it move much.”
The flagship of sales on the date is the category of clothing, shoes and accessories, which should move around R$ 797 million this year, equivalent to 44% of the total.
Despite the high, sales in the segment should be 12% below compared to 2019, when it handled R$ 904.9 million. In the first year of the pandemic, the branch suffered losses of 43% compared to the previous year.
The gifts that will suffer most this year are natural flowers, jewelry and costume jewelry and wristwatches. “These are products affected by the exchange rate, which had an increase of around 10% in the first quarter, and it is precisely during this period that the retailer makes import contracts”, says the economist.
Altamiro Carvalho, economic advisor at FecomercioSP, says that Valentine’s Day should have a boost due to the repressed demand from consumers, the new period of validity of emergency aid and the anticipation of the first installment of the 13th salary for retirees.
“Even so, there is still a great deal of uncertainty about what the next few months will be like,” he says.
Lauro Pimenta, executive board member of Alobrás (Association of Shopkeepers of Brás), also has high expectations for the 12th. According to Pimenta, over the last five years sales have grown steadily in the region, and the date may surpass the Day. of Mothers.
“On Mother’s Day this year there was that stagnation, the restrictions were tighter. The differential of this Valentine’s Day is that we have more flexible rules”, he says.
With the opening and closing, storekeepers in Brás learned that it is not feasible to stock up, since it is not known how the pandemic will evolve in the coming months, says Pimenta. “We hold releases and hold the transfer to the consumer, if we are not going to leave empty mothers”, he says.
For Luis Ildefonso, institutional director of Alshop (Brazilian Association of Shopping Mall Shopkeepers), the date should have been better compared to last year, but he does not believe that shopkeepers should draw the comparison, as the celebration took place shortly after the start. of the pandemic. “Saying that Valentine’s Day will have an increase of up to 29% is a paradox, 2020 was another reality”, he says.
According to Ildefonso, before the pandemic, the average time for a consumer in shopping centers was up to 1 hour and 30 minutes, and it became up to 30 minutes. “Consumers learned to reconcile online surveys and still prefer to shop in person, and use these tools to reduce their time in the mall,” he says.