Shoe sector bets on payouts, forecasts increase

These figures demonstrate the segment’s resilience in the face of the challenges encountered throughout the year, particularly in terms of external sales. In August, the first month of the 50% customs duties imposed by the North American government on Brazilian products, shoe exports fell by 17.6%. However, according to Abicalçados, an entity that represents the national footwear industry, Brazilian production has not been diverted to the domestic market, which is already almost entirely supplied by Brazilian manufacturers. “There is no surplus on the domestic market,” says the association, highlighting the growth in shoe sales.

Until August, according to the latest data provided by the IBGE, the sales volume of the sector (still considering the combination of clothing, footwear and accessories) had increased by 3.9% in 2025 compared to the same period of the previous year. Retail growth is driven by a booming labor market: the unemployment rate recorded the lowest rate in the historical series (5.4%), almost a million new formal jobs were created (compared to 2024) and the average income of workers reached a record of R$3,528.

Those who have also strived to create a favorable business environment are the retailers themselves. Marcos Tavares, CEO of Grupo Aby’s, one of the largest shoe retailers in the Brazilian northeast, emphasizes that “the goal is to make Christmas more accessible and, at the same time, increase the perceived value of the shopping experience.” The shoe chain, which operates 42 stores between Alagoas, Pernambuco and Sergipe, is betting on a combination of strategies to boost Christmas sales.

Among the tactics aimed at encouraging the customer’s purchasing decision is the ease of payments. For the commercial director of Grupo Aby’s, Michel Souza, for example, high credit rates, due to the Selic rate of 15% per year, can still scare off buyers, even in hot periods like Christmas. “It is for this reason that we have diversified the possibilities offered to our customers to benefit from reductions or to extend the payment method up to nine fixed installments,” explains the manager.

The network also has a private label credit card, Aby’s Card, which offers discounts on the first purchase and tends to increase the recurrence of new purchases from that customer.

Other strategies for Christmas sales are exclusive product launches. “We increase the perception of value and offer a new experience to the customer, which brings them closer to the Aby’s brand in general,” recalls Marcos Tavares, CEO of the Group. An example is the launch of a collection created by Aby’s and involving the Vizzano brand.

The “Celebrate Collection” offers Aby’s customers exclusive products from the Vizzano brand, part of the Beira Rio group. What sets the campaign apart is not only the holiday sandals, but also the bracelets that accompany them. Delivered to the customer in a jewelry box, these accessories add a touch of luxury and versatility to the sandals, establishing an ambitious link between customers and the Group’s points of sale. Sandals and bracelets are only sold in Aby physical stores.

In short, the movement of groups like Aby’s reflects the practical optimism that dominates national retail. Betting on a mix combining extended credit to bypass Selic and high value-added products appears to be the key to capturing additional income for families this Christmas. Faced with a full job market and aggressive commercial strategies, the path is set for the sector to confirm growth of 2.1% and guarantee its share of almost a third of all Christmas income in the country.