Stores and restaurants bet on Valentine’s Day to boost sales

The Brazilian Association of Shopping Centers projects a 52% growth in sales compared to 2020, generating a turnover of R$ 780 million

EMERSON NOGUEIRA/FUTURA PRESS/ESTADÃO CONTENTEven with growth expectations, a study shows that half of São Paulo residents do not intend to spend on the commemorative date

O Valentine’s Day is coming, but this year many people are not going to buy presents – that’s what a survey by the São Paulo Trade Association points out. A study shows that more than half of Paulistanos do not intend to spend on the commemorative date. HR manager Fábio Prado says that, so as not to weigh it down, just keep an eye on promotions. “The purchase I made here would cost 70% more than what I paid for,” he said. Nutritionist Viviane Holzer says she invested in a souvenir so as not to go unnoticed. “It’s really short, it had to be more affordable,” he said. Although some consumers do not think about buying gifts, the Brazilian Association of Shopping Centers projects 52% growth in sales compared to 2020, generating a turnover of R$ 780 million. However, the number is still below pre-pandemic levels.

Faced with the difficulties, the market for delivery has become increasingly attractive to restaurants, especially in São Paulo, where face-to-face service to the public is authorized only until 9 pm. Edrey Momo, owner of a contemporary Portuguese restaurant in the city of São Paulo, says he is doing promotions for deliveries. “Last year was very difficult for us because it was closed and there was no delivery. This year we are much more prepared for delivery, there are a lot of expectations as well and a lot of marketing action for those who want to eat our food have the pleasure of being at home”, he says.

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Industry data indicate that, at the beginning of the pandemic, the number of users of food delivery applications grew by more than 155%. According to a survey by a company specialized in market research, Brazil is currently highlighted in the delivery segment in Latin America, ranking first in volume of deliveries, followed by Mexico and Argentina. The Brazilian Association of Bars and Restaurants of São Paulo even asked the state government for greater flexibility for the date, defending the operation of establishments until 11 pm and an increase in the capacity of the public. According to the president at Abrasel, Percival Maricato, he assesses that the change would bring an improvement in sales and help the sector, as the projection is that 90% of businessmen are in debt.

*With information from the reporter Carolina Abelin

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