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An Argentine invasion is heating up Brazilian retail! With the appreciation of the Argentine peso, tourists are crossing the border in search of cheaper products, filling stores like Havan and Decathlon.
Summer on the Brazilian coast always attracts thousands of tourists, but a curious phenomenon has been attracting attention in recent months.
An intense flow of Argentine visitors has been boosting trade in some regions, especially in Havan stores, where the presence of foreigners has become dominant.
This search for Brazilian products is nothing new, but the scale of this movement in 2025 surprises local retailers and consumers.
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According to information from the Exame portal, since the end of December, about 90% of customers at Havan units in cities such as Florianópolis, Porto Belo (SC), Capão da Canoa (RS) and Foz do Iguaçu (PR) are Argentinean.
The reason is clear: the appreciation of the Argentine peso in relation to the real created a favorable economic scenario, making Brazil an attractive destination for shopping.
This intense flow doubled the revenue of some units in the retail chain, reinforcing the impact of this trend on the commercial sector.
Why are Argentines buying in Brazil?
Tourists have a preference for products from specific categories, such as bed, bath and tableware, fashion and household appliances.
The large price difference between the two countries boosts consumption, causing foreign customers to leave stores with carts full of goods.
In Florianópolis, the Havan unit in the North of the Island reached 140% of January target, as reported by Juliana Olimpio da Silva, store manager.
"Argentines come to buy in bulk and leave with their carts full. Now in February, we are on the 7th and we have already reached 40% of the month’s target”, highlighted the manager.
The phenomenon is not restricted to the capital of Santa Catarina. The manager of the Porto Belo unit, Franciele Lurdes Lunardi, reported that the performance exceeded all expectations.
"We had an amazing January. Last year was good, but nothing compared to this one.”, He stated.
According to her, on rainy days, when tourists avoid the beach, the movement in stores becomes even more intense, with queues at the checkouts that resemble openings.
Exchange rate difference boosts shopping tourism
The strong Argentine presence in Brazilian retail is the result of a reversal in the flow of shopping tourism.
Until the beginning of 2024, the reality was the opposite: Brazilians crossed the border to take advantage of lower prices in Argentina.
Now, with the Argentine peso gaining value against the real, the scenario has changed drastically, creating the most favorable conditions for purchases in Brazil in the last 26 years.
In addition to Havan, other large chains are feeling this impact. According to the Exame portal, Decathlon, a giant in the sporting goods sector, has recorded a historic high in sales.
In some units, stores start the day with full stock and end practically empty, making a Brazilian unit the one with the highest turnover in the world among the brand's more than 1.700 establishments spread across 76 countries.
Expectations for the coming months
The large volume of purchases by Argentines is expected to continue until March, when many tourists return home after their summer holidays.
For national retail, this scenario reinforces the strength of shopping tourism and its impact on the local economy.
The continuity of this phenomenon depends on exchange rate conditions and the economic stability of Argentina and Brazil.
According to an analysis by the Exame portal, this trend could have a long-term effect, encouraging new commercial strategies aimed at foreign audiences.
Havan, like other retail chains, is already beginning to adapt its operations to deal with growing international demand.
With an intense flow of foreign tourists boosting Brazilian commerce, shopping tourism is consolidating itself as a strategic opportunity for the retail sector, and could expand in the coming years if the economic scenario remains favorable.
I need to say that the Argentine peso is devalued, the opposite of what is being said here. There is a lot of inflation right now, Milei, you are just deceiving the Argentine people. There are no improvements, only constant losses. Everything you are seeing is fake news. Go to Argentina and see the current reality.
The truth is fake, for those against it. It's fake to see crowded carts and tourists carrying them in vain. Now, the truth is Brazilians buying coffee and eating pumpkin. Let go of your hand, Zé!
I was at the Renner store in Florianópolis in December, it was full of Argentines!