During the month of June, the Festas of Santo Antônio, St. Peter and St. John can move up to $ 7.4 billion this year, according to projections made at the request of the CNN.
The value is concentrated in commerce and tourism, with greater prominence for food and textile areas. On the other hand, there is still great growth potential, with barriers that can be overcome with the use of technologies and investments.
The R $ 7.4 billion circulate mainly in the North and Northeast regions of the country and among people with low educational qualification, says Economics Professor at PUC-SP, Cristina de Mello.
“It is an extensive chain that encompasses tourism, food, sewing, creative economy, among others. The impacts, therefore, are not limited to income. There is an important growth in the offer of temporary jobs and income generation for informal,” says the expert.
The economist came from projections from the Ministry of Tourism of previous years, and added the inflation of the period, 12.18% in the National Consumer Price Index (IPCA), and a 10% growth.
The Economic Advisor of Fecomércio São PauloGuilherme Dietze, details that retail segments with the most impact are the food. In the clothing segment, traditional and craft clothes are highlighted.
Dietze argues that small consumers need to fuel the pantry to prepare typical dishes and buy in supermarkets and grocery stores, while churches, clubs and schools resort to wholesalers.
To decorate the parties and dress in character for the celebrations, customers look for clothes and items that refer to the countryside, both in stores and artisans.
In the reading of Cristina de Mello, the traditional parties of the Northeast region attract a higher income audience and generate a local money movement. The amount raised in the keys generates income for workers and contributes to the reduction of regional inequalities.
65% of Brazilians participate in June festivities, according to data from Serasa produced by the Opinion Box Institute. Most celebrate in the city itself (51%), but at least 14% travel to take advantage of celebrations in other municipalities or states.
The managing partner of retail consultancy Gouvêa Malls, Luis Alberto Marinho, estimates that the biggest economic impact of the June festivals is in the Northeast.
“In Campina Grande, Caruaru and other June party capitals, we have seen a great impact on entrepreneurs, retailers and shopping centers. Here, in fact, is quite important. In particular, everything that has to do with service and food. Not so much traditional retail, but more impact on services, food and, of course, hosting,” he says.
Marinho recalls that each region can benefit from its local parties to generate income. This is the case of the Parintins Festival, Amazonas, Carnival – highlighting Rio de Janeiro – and the German or Italian tradition parties in Rio Grande do Sul.
Dietze estimates that part of the income produced from the June festivals is intended for street traders. These informal workers use money as a income complement to pay basic needs and debt discharge.
However, Professor Cristina de Mello estimates that there is the ability to create small businesses aimed at increasing income and the structuring of more developed productive chains.
Experts agree that it is possible to further develop the June parties and increase the busy value with the celebrations.
Fecomércio São Paulo’s economic advisor states that public investment is needed and partnerships with brands to offer greater infrastructure to the querms.
Meanwhile, the PUC-SP teacher says it is up to the cities to create a local identification with the festivities and develop a calendar of events that keep the economy active throughout the year.
Technology can be used to align customers search for products and services offered in the querms. The use of consumer behavior data allows segmented and more relevant offers, increasing conversion, says the partner and co-CEO of A&Eight, Renato Avelar.
“The use of data is always relevant because it helps in the recommendation of products based on previous purchases and the creation of relevant content in brand media. In the physical, advisory service, knowledge about the June tradition and the ambiance of space are differential,” says Avelar.
Another possibility for the growth of June parties is regional influence marketing, argues A & Eight’s co-CEO. Partnerships with local influencers and affiliates, chefs and artisans can add authenticity to promotional actions.
In digital, campaigns segmented by geolocation and consumption habits increase public assertiveness.
For the implementation of technologies, it is necessary to meet the various searches of consumers, ponders Mello.
“It is a cultural manifestation, but there is a resistance to transformation in these cases. The question is to balance those seeking modern experiences and those seeking more traditional experiences,” he concludes.
