What will Christmas be like for Brazilian families?

December 2021, study conducted by Trocando Fraldas with over 5,000 women between October 11 and 19, 2021: Christmas, one of the most awaited times of the year, takes place on December 25. As soon as December begins, people start thinking about Christmas gifts. And mothers' top priority is always the little ones, who, in many Brazilian households, learn about the existence of Santa Claus and believe in all the magic that Christmas brings, including the gift that the jolly old man leaves under the tree.

However, due to the great social divide in Brazil, not all families are able to give their children presents at Christmas. And as we found in our most recent study, 30% of Brazilian women will not be able to give presents to their children this Christmas. Among women aged 35 to 39, 73% of those surveyed will be able to give presents to their children.

Will your children receive Christmas presents?

Type of present

When choosing presents for their children, many mothers take into account what they asked for. However, the price of the gift is not always affordable for the family. And as our study also found, 48% of Brazilian women will not be able to buy the gift their child asked for.

Will your children get the presents they want?

  • 65% of women aged 40 to 49 will not be able to buy the gift their child asked for.
  • Among women aged 18 to 24, at least 56% will be able to give their child the desired present.
  • In the Federal District and in Rio de Janeiro, 61% and 59% respectively will give the desired gift to their children.
  • In São Paulo the percentage is 52% and 51% in Espírito Santo.
  • Rondônia is the state where the fewest families will be able to give their children their desired presents, with only 29% of respondents.

Donations to vulnerable families

As previously shown, 30% of Brazilian women will not be able to give presents to their children this Christmas. At this time, donations to vulnerable families become extremely important. After all, every child dreams of their Christmas present.

And this year, 43% of Brazilian women said they will donate presents to children in need. This rate is especially high among women aged 40 to 44, with 52% of those surveyed.

  • Amapá is the state where most women will make donations, with 61% of participants.
  • In Rio Grande do Sul and Santa Catarina, 49% and 47% respectively will make donations to children in need.
  • In São Paulo and Minas Gerais, at least 41% will be able to donate presents.
  • Rio de Janeiro has the lowest donation rate, with 36% of participants.

State ranking for Brazilian women donating presents to children in need

  • 1.Amapá
  • 2.Federal District
  • 3.Rio Grande do Sul
  • 4.Amazonas
  • 5.Maranhão
  • 6.Pará
  • 7.Santa Catarina
  • 8.Alagoas
  • 9.Sergipe
  • 10.Goiás
  • 11.Mato Grosso
  • 12.Tocantins
  • 13.Piauí
  • 14.São Paulo
  • 15.Rio Grande do Norte
  • 16.Paraná
  • 17.Minas Gerais
  • 18.Pernambuco
  • 19.Paraíba
  • 20.Roraima
  • 21.Bahia
  • 22.Acre
  • 23.Espírito Santo
  • 24.Mato Grosso do Sul
  • 25.Ceará
  • 26.Rio de Janeiro
  • 27.Rondônia

Rate of Brazilian women gifting their children at Christmas, by state

Research Method

The study had national reach and was conducted with over 5,000 women between October 11 and 19, 2021. Data was collected via an online questionnaire form.

The following questions were addressed:

  • Will your children receive Christmas presents?
  • Will your children get the presents they wish for?
  • Will you donate presents to other children in need this year?

For the purpose of comparing results between regions and states, answers to yes/no questions were recorded numerically, 1 for “yes” and 0 for “no”. Some questions, aimed at obtaining more qualitative results, were designed with more options.