Un comprador más racional y planificado: compras de fin de año marcan el pulso del consumo en el país Seasonal shopping in Colombia has evolved from impulsive events to indicators of consumer spending, reflecting a blend of expectations, spending capacity, and strategic decision-making. Consumers are increasingly prioritizing value, comparing options, and opting for store brands, driven by cost-of-living concerns. Innovation and digital interactions also play a crucial role in influencing purchasing decisions.

• Seasonal shopping is now an indicator of consumption status, combining expectations, spending capacity, and decision-making.
• 55% of Colombians expect their lives to improve, but 48% worry about the cost of living and 45% about the national economy.
• Consumers are planning purchases, comparing options, and seeking value, moving away from impulse buying.
• 53% shop at discount stores, 45% choose cheaper brands of similar quality, and 32% switch to store brands.
• Store brands are gaining traction, especially for essentials like fresh food (54%) and household items (53%).
• 68% of consumers say store brands help them save money, and 78% plan to continue buying them.
• Innovation is prioritized over price in categories like fashion and personal care by over 50% of consumers.
• Consumers value benefits like well-being (45%) and improved performance (42%).
• 51% understand basic artificial intelligence, and 40% trust chatbots for recommendations.
• Digital interaction fluidity and data transparency are key for consumer trust and conversion.