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An Argentine Invasion Is Heating Up Brazilian Retail! With the Appreciation of the Argentine Peso, Tourists Cross the Border in Search of Cheaper Products, Filling Stores Like Havan and Decathlon.
The summer on the Brazilian coast always attracts thousands of tourists, but a curious phenomenon has been catching 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 not new, but the proportion 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 like Florianópolis, Porto Belo (SC), Capão da Canoa (RS), and Foz do Iguaçu (PR) are Argentines.
The reason is clear: the appreciation of the Argentine peso against the real has created a favorable economic scenario, making Brazil an attractive destination for shopping.
This intense flow has doubled the revenue of some units of the retail chain, reinforcing the impact of this trend in the commercial sector.
Why Are Argentines Shopping in Brazil?
Tourists prefer products from specific categories, such as bedding, tableware, bath items, fashion, and appliances.
The significant price difference between the two countries drives consumption, causing foreign customers to leave stores with overflowing shopping carts.
In Florianópolis, the Havan unit in the North of the Island achieved 140% of its January target, according to Juliana Olimpio da Silva, the store manager.
“Argentines come to buy in bulk and leave with full carts. Now in February, we are on the 7th and have already reached 40% of the monthly target,” highlighted the manager.
The phenomenon is not limited to the state capital. The manager of the Porto Belo unit, Franciele Lurdes Lunardi, reported that performance exceeded all expectations.
“We had a surprising January. Last year was good, but nothing compared to this, ” she stated.
According to her, on rainy days, when tourists avoid the beach, store traffic becomes even more intense, with checkout lines reminiscent of grand 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 early 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 shopping in Brazil in the last 26 years.
In addition to Havan, other major chains are feeling this impact. According to the Exame portal, Decathlon, a giant in the sports goods sector, recorded a historic sales increase.
In some units, stores start the day with full stocks and end practically empty, making a Brazilian unit the highest-grossing in the world among the more than 1,700 establishments of the brand 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 summer vacation.
For the national retail sector, 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 generate a long-term effect, encouraging new commercial strategies aimed at the foreign audience.
Havan, like other retail chains, is already beginning to adapt its operations to handle the growing international demand.
With an intense flow of foreign tourists boosting Brazilian trade, shopping tourism solidifies as a strategic opportunity for the retail sector, potentially expanding in the coming years if the economic scenario remains favorable.
Valorização do peso Argentino uma pinóia, está é tudo inflacionado por lá, as políticas de Milei está acabando com as economias do povo argentino, por aqui temos um presidente que pensa no mais necessitado, inflação a menor dos últimos tempos, vendas a mil e agora com os argentinos escapando no Brasil vai melhorar mais ainda.
Não é que o peso está valendo mais que o real , a questão é o dólar que domina o setor , argentino vem com dólar e faz a conversão em real aí sim ele arregassa de comprar, hoje com 1 real = 183,25 pesos argentinos
Um grande detalhe que não pode deixar de ser tensionado é que o real também desvalorizou muito frente ao dólar e já é uma das moedas que mas desvalorizou no mundo!! Todos esses fatores estão levando a essa realidade!