Shopping mall sales for Valentine’s Day are expected to rise 20% this year, says survey

Sales in malls for Valentine’s Day should grow 20% this year compared to last year, according to a survey carried out by the Brazilian Association of Shopping Centers (Abrasce). It is estimated that the sector will move about R$ 4.2 billion between this Monday (6) and Sunday (12).

The survey was carried out with entrepreneurs between the 25th and 31st of May this year. If the data is confirmed, the malls will have revenue 8% higher than in 2019 – pre-pandemic period. Of the malls surveyed, 95% have positive expectations for the date and 67% believe that sales will exceed 2019 results.

For Gilberto Braga, economist at Ibmec RJ, sales at malls for Valentine’s Day, as well as for all these events until Father’s Day, should surpass those of previous years, both in 2021 and 2020.

“The main reason for this is the advance of vaccination, social mobility and the fact that 2022 marks the resumption of sales campaigns by institutions, especially shopping malls. Valentine’s Day is a very personal gift, which involves other themes and, therefore, malls offer gifts, raffles, trips and all this stimulates demand”, says the economist.

Regarding the average ticket, the perspective is that, in 2022, it will exceed R$ 214. The number represents an increase of 5.4% in relation to the average value of sales in 2021, which was R$ 203.

Among the most commercialized products, should be the segments of perfumery and cosmetics (95%), jewelry (80%) and clothing (79%), for the male public. Women, on the other hand, should seek, mainly, clothing items (95%), sporting goods (68%) and footwear (68%).

Regarding the flow of visitors, 75% of the respondents said that the number will be the same or greater than in 2019. For those who expect an increase in the flow, the increase will be, on average, 14%.

*under supervision of Helena Vieira