Brazil’s Last-Minute Christmas Rush Crowds Markets as Drives Deliver Gifts and Meals

Overview

• On Dec. 24, shoppers packed Rio’s Saara and São Paulo’s 25 de Março to secure low-cost presents in the final hours before the holiday.
• The National Confederation of Commerce projects R$72.71 billion in Christmas sales for 2025, a 2.1% rise over 2024 that would be the strongest since 2014, though high interest rates and indebtedness kept consumers cautious.
• FGV measured just 0.1% inflation in Christmas-related items year over year, with cheaper staples for the holiday meal offset by higher import costs, including bacalhau up about 20%.
• Solidarity efforts scaled up nationwide: CUFA’s toy distribution drew roughly 1,000 children in Heliópolis, the Pequenos Anjos project delivered nearly 8,000 toys in São Paulo, and food actions served thousands of meals in multiple cities.
• Papai Noel featured as both income and service, with professionals reporting seasonal earnings up to R$20,000 and volunteers visiting hospitals and schools, including prominent Black Santas promoting representation.