And if, two weeks before the 12th, your store still doesn't have anything ready for Children's Day 2026 , is it worth rushing to get it ready or is it better to let that date pass?
Great! Last year, Children's Day generated R$ 9,96 billion in Brazilian retail sales and recorded the best sales volume in the last 12 years, according to the National Confederation of Commerce (CNC) . It is the third most important date for commerce, behind only Christmas and Mother's Day . And a large portion of this demand happens in the final stretch, with parents, uncles, and grandparents deciding on gifts in the week leading up to the date. It is precisely this audience that is still ready to buy when you enter the market now.
The tips below were chosen for a reason: they can all be implemented in just a few working days and don't depend on a large project to get off the ground . They are adjustments to communication, offers, and media that any operation can put in place before the 12th.
On this page you will find:
The essentials to act before October 12th.
- There's still time to sell: A large portion of holiday purchases are decided in the last week, so a campaign launched now catches the consumer at the moment of decision.
- WhatsApp is the fastest channel to activate and the one that converts the most: up to six times more than traditional e-commerce, according to Chat Commerce Report 2025.
- Ready-made gift kits and combos reduce indecision. from those who don't know what to buy and increase the order value without requesting new products.
- Easy payment options (PIX and visible installment plans) This prevents impulse buyers from abandoning their shopping cart at checkout.
- Paid media with remarketing and targeted audiences. It's the cheapest way to reach people who have already visited your store but haven't yet made a purchase.
- Advertising aimed at children has specific regulations in Brazil: The sales pitch should speak to the adult, not the child.
10 tips for selling on Children's Day 2026
1. Prepare WhatsApp for the campaign.
WhatsApp is the channel you activate today and reap the rewards tomorrow. Organize your broadcast lists by customer profile, keep your catalog updated with featured products, and prepare quick answers to the most common questions (delivery time, size, availability). It's worth sending a message to those who abandoned their shopping cart: on WhatsApp, this recovery converts around 30%, three times more than by email, according to the Chat Commerce Report 2025. Just be sure to contact only those who have opted to receive communication, respecting the LGPD (Brazilian General Data Protection Law ).
2. Create combinations of offers and gifts.
Last-minute shoppers want to decide quickly. Instead of letting customers search item by item, create ready-made kits and combos: " gifts up to R$99 ", " kits for girls aged 6 to 8 ", " toy + accessory ". Combinations solve indecision, increase the average order value , and give your storefront a curated look, all without adding any new products.
3. Prepare fun email marketing campaigns.
Email remains one of the cheapest channels to activate your existing customer base. Opt for a light and playful tone, including humorous subject lines, a mini gift guide by age range, and a concise selection of products. Segment by purchase history to avoid sending toy offers to those who have never shown interest. A well-thought-out email sent now gives you time to generate sales before the 12th.
4. Take advantage of the date even if your audience isn't children.
Do you sell to adults and think Children's Day isn't your day? It can be! Emotional connection is a powerful hook ; brands that have nothing to do with the children's universe activate the "inner child" of the public, play with nostalgia, or simply congratulate clients and employees who are parents. It's an opportunity to keep the brand present and relevant in the conversation surrounding the day, even without selling toys.
5. Decorate your store, website, and social media with the theme.
The ambiance is a quick sign that your store is participating in the holiday. Change the main banner on your website, create a specific " Children's Day gift " display or collection, adjust your social media cover photos, and highlight the category in the menu. These are simple visual changes, made in just a few hours, that guide the visitor directly to what they came looking for.
6. Focus on ease of payment.
Last-minute purchases don't survive a difficult checkout process. Highlight the PIX payment method (with the discount, if applicable), show installment options right on the product page, and reduce the number of steps to completion. The less friction between "I want it" and "I bought it," the lower the cart abandonment rate, which is the main enemy of those who make impulse purchases.
7. Pay attention to the rules regarding advertising to children.
This is a crucial point. In Brazil, CONANDA Resolution No. 163/2014 considers advertising directly aimed at children to be abusive , and CONAR reinforces this understanding in its self-regulation code. In practice, your sales communication should speak to the adult who decides on and pays for the purchase , not induce the child to ask for the product. It's possible to explore all the cuteness and atmosphere of the holiday without making the child the target of the commercial appeal.
8. Bring a childlike (or nostalgic) vibe to social media.
While the website converts, social media creates desire. Use the remaining days to publish content that reflects the occasion: sentimental memories, toys that marked generations, behind-the-scenes glimpses of your team, polls on your stories. This type of post generates identification and engagement at zero cost , and also warms up the audience before you present your offer.
9. Launch a last-minute email marketing campaign.
In addition to the creative email from tip #3, reserve an urgent email for the last few days. This is the " there's still time " email : highlight the guaranteed delivery date before the 12th, a flash coupon, or special shipping, with a clear countdown. Real urgency is what pushes the undecided consumer to buy, but only promise a delivery time that your logistics can actually meet.
10. Run targeted ads for your audience.
With limited time, paid media yields better results when you target those already familiar with the brand. Prioritize remarketing to those who visited the store or abandoned their shopping cart, use catalog ads to show the right product to the right person, and explore audiences similar to your customer base. Focusing investment on those closest to making a purchase usually brings the best return when the schedule is tight.
After Children's Day 2026, think about the next dates.
December 12th arrives at the last minute, but Black Friday and Christmas don't have to be that way. Paid media campaigns that truly scale are those planned weeks in advance (time to structure audiences, test creatives, and optimize investment before the peak). If your operation wants to reach these dates strategically, the e-Plus team of experts can help you put together your paid media plan for the last quarter of the year.
Frequently asked questions about Children's Day 2026
Is there still time to prepare a Children's Day campaign at the last minute?
Yes. Since a large portion of purchases for that date are decided in the last week before October 12th, a campaign launched just a few days in advance still reaches the consumer at the moment of decision. Quick actions like WhatsApp, email, and remarketing are the most suitable for those who started late.
What's the best channel for last-minute Children's Day sales?
WhatsApp is often the most efficient tool for last-minute sales because it's immediate and has a high conversion rate (up to six times higher than traditional e-commerce), according to the Chat Commerce Report 2025. Combined with email marketing and remarketing ads, it forms the quickest activation base.
Can I advertise for Children's Day even if I sell to adults?
Yes. Brands that don't sell children's products can leverage emotional connection, nostalgia, and the "inner child" appeal, or honor customers and employees who are parents. It's a way to keep the brand relevant on this date without relying on a catalog aimed at children.
What does the law say about advertising aimed at children in Brazil?
Resolution No. 163/2014 of CONANDA considers advertising directed directly at children to be abusive, an understanding reinforced by CONAR. In practice, sales communication should address the adult responsible for the purchase, without inducing the child to ask for the advertised product.
