Merchants are feeling optimistic about Easter this year, which falls on April 5. A survey conducted by the Union of Retail Trade of Baixada Santista and Vale do Ribeira (Sincomércio) indicates that 30% of retailers expect sales growth ranging from 3% to 5% compared to the previous year, reflecting a recovering retail sector. The survey, which was carried out between February 9 and March 2, 2026, gathered responses from 150 business owners and 150 consumers across 23 cities in the region, ensuring a diverse representation of opinions.

In addition to sales projections, the study reveals that 33% of consumers plan to spend between R$ 251 and R$ 500 this Easter, with Easter eggs remaining the most desired item on their shopping list. The survey also highlights the increasing popularity of digital payment methods, with Pix set to be the leading payment option this season, indicating a shift in consumer behavior towards more modern transaction methods. The findings demonstrate that retailers are ready to meet consumer demands with a varied and high-quality product offering, as stated by the union president.

The projected sales increase and consumer spending habits underscore a positive trend for retailers in the region, contributing to the overall economic recovery post-pandemic. As merchants prepare for a bustling Easter, the focus on product quality and payment convenience could enhance customer satisfaction and boost sales further. Overall, this optimistic outlook for Easter sales is a significant indicator of the retail sector's resilience and adaptability in the current economic climate.