The Brazilian commercial calendar has changed significantly in recent years. Dates that once went almost unnoticed now appear in stores' media planning months in advance, and Customer Day is one of the clearest examples of this movement . Celebrated on September 15th, it was created to boost a slow period and has become one of the most consistent sales opportunities in the second half of the year, the period preceding Black Friday and Christmas.
This is not an isolated phenomenon. Abiacom projects that commemorative dates should inject R$ 65,07 billion into Brazilian e-commerce in the second half of 2026 alone . Understanding what Customer Day is , where it came from, and why it has grown helps to see a larger logic: retailers who treat seasonality as a project sell more than retailers who react by improvising.
On this page you will find:
Customer Day: what you need to know about the date
- It is celebrated on September 15th. It was created in 2003 in Rio Grande do Sul by marketing specialist João Carlos Rego.
- It was created to boost sales during a slow month. September had little commercial appeal, and the date emerged to value the consumer and boost retail sales during that period.
- It's no longer regional. Previously restricted to Rio Grande do Sul, the date is now officially recognized in 14 states and more than 160 municipalities, according to... Sebrae.
- It drives e-commerce. Among small and medium-sized enterprises alone, revenue during Customer Appreciation Week grew by 43% in 2024 compared to the previous year, according to... cloudshop.
- It kicks off the peak season of the year. This date marks the beginning of the cycle leading up to Black Friday and Christmas, when media costs rise and competition intensifies.
- It rewards those who plan ahead. Inventory, a stable website, and well-planned campaigns that are launched in advance determine the outcome more than the discount of the day.
The origin of Customer Day
The date was conceived by João Carlos Rego , a marketing and human resources specialist, in September 2003 in Rio Grande do Sul . The choice of the 15th was not by chance: September was a month of weak sales in commerce, and the proposal was to create a reason to bring stores and consumers closer together during a low period . The idea was simple and commercial at the same time, to honor those who buy and, with that, boost cash flow.
It's important not to confuse this with Consumer Day, celebrated on March 15th and linked to the defense of consumer rights, with international recognition . Customer Day has a different nature: it's a day for relationship building and promotion, conceived from the outset for the retail sector . Originating in Rio Grande do Sul, it has spread. Today it is officially recognized in 14 states and in more than 160 Brazilian municipalities , and interest in searching for the topic grows year after year, a sign that consumers already expect offers during this period.
Why Customer Day has grown in e-commerce.
What was once a street-level shopping event has found fertile ground in the digital world. The 2024 figures show the scale of this movement. According to a survey by Nuvemshop , small and medium-sized online retail companies earned R$ 104 million during Customer Day week (September 9-15), a 43% increase over the R$ 72,5 million of the same period in 2023. A total of 1,6 million products were sold, a 23% increase, with an average ticket price of R$ 247,90.
Purchasing behavior also helps explain the strength of the date. According to Nuvemshop , credit cards and Pix ( Brazil's instant payment system) were evenly matched as payment methods (48% and 45% of transactions, respectively), and fashion led in revenue, followed by health and beauty. These are categories with repeat purchases and quick decisions, which benefit from a date with clear appeal and defined promotions. For e-commerce, Customer Day has become a window to reactivate the customer base, rotate inventory, and acquire new customers before the end-of-year rush.
Seasonal dates: why working with the calendar is no longer optional
Customer Day only makes full sense when considered within a broader context of the year. Seasonal dates concentrate traffic, purchase intent, and revenue like no other time of year, and 2025 confirmed this. Mother's Day generated R$ 12 billion in e-commerce, a 26% increase over 2024, according to Neotrust; Valentine's Day totaled R$ 8,02 billion, a 15,1% increase; and Father's Day hit a historic record, with R$ 9,51 billion, according to ABComm.
For 2026, Abiacom projects R$ 65,07 billion injected into e-commerce in the second half of the year alone , distributed among Father's Day, Children's Day, Black Friday, and Christmas, with Black Friday accounting for R$ 14,75 billion and Christmas for R$ 29,60 billion. The message behind these numbers is clear: those who depend on online sales cannot take these peaks as a surprise. Each date has its own audience, rhythm, and competition, and the results begin to be built weeks before the consumer opens their wallet.
From improvisation to planning: where paid media makes a difference.
The most common mistake during seasonal periods is launching the campaign at the last minute. When many brands compete for the same audience in the final weeks, the media auction heats up and the cost per click rises, precisely when purchase intent is at its peak, and launching early changes this equation . Top-of-funnel campaigns running in advance build warm audiences and remarketing lists that convert more cheaply on the decisive day.
This work isn't just about putting the ad online. It involves setting goals by date, preparing offers, ensuring the website can handle the volume, and analyzing the results to reallocate budget where the return is visible . It's the difference between spending on media and investing in acquisition. And since Customer Day kicks off the most intense period of the year, it works well as a starting point for structuring the entire second half of the year, not as a standalone event, but as the first in a series that ends at Christmas.
Prepare upcoming dates in advance.
Customer Day demonstrates , on a small scale, what applies to the entire calendar: results on seasonal dates are built beforehand, not on the day itself. A well-prepared website, a defined offer, and media marketing that has been warmed up over time are what transform peak traffic into sales.
If your brand wants to reach upcoming dates ( Black Friday, Christmas, and the 2027 calendar ) with structured campaigns and controlled acquisition costs, it's worth planning your media well in advance. The e-Plus team of experts can help you set up and anticipate your paid traffic campaigns and marketing strategy for each seasonal period. To continue preparing, also explore other content about calendars and e-commerce on the e-Plus blog.
Frequently asked questions about Customer Day
When is Customer Day?
Customer Day is celebrated on September 15th. The date was created in 2003 in Rio Grande do Sul by marketing specialist João Carlos Rego, with the goal of valuing the consumer and boosting sales in a month that is traditionally weak for commerce.
What is the difference between Customer Day and Consumer Day?
These are distinct dates. Customer Day, on September 15th, is a commercial date for relationship building and promotions, created in Brazil. Consumer Day, on March 15th, has international reach and is linked to consumer protection and rights, with less of a promotional focus.
Does Customer Day generate good sales for e-commerce?
Yes. In 2024, small and medium-sized online retail companies earned R$ 104 million during the week of that date, a 43% increase over 2023, according to Nuvemshop. The date has established itself as an opportunity to reactivate customers and move inventory before the end-of-year season.
Why is working with seasonal dates important for retail?
Because they concentrate traffic, purchase intent, and revenue. In the second half of 2026 alone, commemorative dates are expected to inject R$ 65,07 billion into Brazilian e-commerce, according to Abiacom. Planning each date in advance reduces media costs and increases conversion during peak periods.
