In a Christmas store, what counts is what’s different – 12/23/2023 – Market

The thought always comes to the mind of Claudio Campana Crucelli, 51, at family dinner on December 24th.

How many people celebrate Christmas with objects purchased from your store?

“I’m a Christmas fan. I’m proud of it. For those who work with seasonal events, nothing compares to Christmas,” he says.

Alongside his wife Silvana Crucelli, 45, he manages Mania de Natal, a store that is only open from August to December in Vila Mariana, south of São Paulo. Sales during this period cover the fixed costs of the group for four months, which has three other commercial establishments in the capital and sells materials for dates such as Carnival, Halloween and June festivals.

For him, nothing compares to what happens in the store on Tutóia Street. Especially after All Souls’ Day, on November 2nd, when the movement really grows.

“Christmas is my main activity. I live off Christmas”, he adds.

In a period of 40 days, 2,500 customers purchase at Mania de Natal. This year, traders in the sector are looking to recover lost ground in 2022. They believe that because of the World Cup (held exceptionally in December) and the presidential elections, people did not have the appetite to celebrate Christmas like before.

The dream is to repeat what happened in 2021, post-pandemic. The line to enter the store went around the corner.

“Christmas is my livelihood. There are those who sell new things, Santa Claus with a different color, a bell that plays music… Not here. Here it’s tradition. Santa Claus has red clothes, the elf wears green. That’s what most people are looking for. “, says Roberto Damasceno, 38, while lining up the products on his counter located on Rua 25 de Março, in the central area.

The street vendor claims that he starts stocking products in August and starts selling in mid-November. When he works as an electrician, at the end of the year he makes money that lasts until the beginning of April, he says, and also supports his wife and two young children.

There are freelancers spread throughout the center who sell Christmas items, but other products are in demand all year round. Damasceno only bets on those that have references to Christmas.

Mania de Natal also manufactures balls that decorate trees and bows.

“There are days when I make 120 ties”, says Silvana.

Shopping starts early. On January 15th, Crucelli will already be thinking about the following Christmas. Not just what you might have on the shelves. More important than that: what will be different to customers. It is a thought contrary to that of the autonomous Damasceno.

That’s why he researches what sold the most, what didn’t arouse much interest, when the store is busiest, what types of items should be launched and which ones have a chance of being successful.

“Those who visit our store want something new. We have to bring Santa Claus in green, silver, pink… If you’re not aware of trends, you’ll lose sales. I have to pay attention to the context. There’s no point in selling the Christmas tree. I want to sell the decoration and assembling the tree too. We have a decorator in each store”, highlights the merchant.

It’s a gamble that not everyone who works with Christmas items can afford to take.

“I replace it as I sell. As it always sells, I can buy more products. Christmas is a guarantee of sales. When the beginning of December arrives, the movement explodes”, says Jorge Moraes, owner of a small stall in the center where the sides are lined with period items.

Moraes takes care of his business alone. It’s very different from Christmas Mania, set to expand and become a franchise, according to its owner.

“It’s the moment when we can generate jobs because of the date. We went from 22 employees to 45. Christmas moves everything”, says Crucelli, who left a 27-year career as a banker because he met Silvana, who was already making Christmas baubles.

Since then, offering options for people who want to decorate their homes for “Santa Claus’s arrival” has become his biggest professional goal. And three weeks later, after December 24th, he will already be thinking about what he will have to sell for Christmas 2024.