The sinking of Semana Brasil, a campaign launched by the Bolsonaro government in 2019 to encourage a season of nationalist-themed promotions in September in an attempt to boost sales, became clearer this year, but it was already happening.
In 2019, almost 3,000 companies and associations registered to participate in the campaign on the website that publicized the participating stores, according to an analysis carried out by Folha on the eve of the date. In 2021, the same site had just under 200 participating companies, according to a survey carried out by the SA Panel.
This year, the campaign was almost imperceptible in malls. Among the few stores that made reference to the date in their windows are the Brooksfield fashion chain, the Opaque perfumery chain and the World Tennis shoe chain.
One of the reasons for the emptying of the yellow-green Black Friday was the polarization and association with Bolsonarista movements.
Joana Cunha with Paulo Ricardo Martins, Diego Felix and Fernanda Brigatti
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