Tax Free Day 2025 closes successfully, mobilizing millions and reinforcing the debate on the tax burden in Brazil

The 19th edition of Tax Free Day (DLI), held on Thursday (29), achieved significant results, consolidating its position as one of the largest national mobilizations to raise awareness about the high tax burden in the country.

According to data from the Brazilian Institute of Planning and Taxation (IBPT), Brazilians had to work 149 days, that is, until May 29 (the date of the DLI) just to pay taxes in 2025. This means that taxation, in relation to income, assets and consumption, taking into account the average Brazilian's income (average between the calculation ranges in the study), currently stands at 40.82%.

Organized by the National Confederation of Shopkeepers (CNDL) and CDL Jovem, the initiative benefited millions of consumers, who were able to buy products and services with discounts of up to 70%, equivalent to the amount of taxes normally included in prices.

Regional movements

The campaign involved more than 100,000 establishments in 1,500 Brazilian cities, covering all 26 states and the Federal District. Check out some of the locations below:

• In São Paulo, the bar “O Pasquim Bar e Prosa”, in Vila Madalena, offered draft beer at R$ 7.70, while a gas station in Morumbi sold petrol at R$ 4.24 a liter, excluding tax.
• In Belo Horizonte, more than 1,400 establishments took part in the action, including stores selling clothes, shoes, electronics, medicines, fuel and beauty services.
• In the Central-West region, Campo Grande had approximately 300 stores engaged in the campaign, with a greater concentration on retailers in the central region to boost local commerce.
• In Fortaleza, more than 500 companies took part, including high street stores, shopping malls, pharmacies, supermarkets and e-commerces.
• In Natal, around 120 stores have registered, including large chains such as Magazine Luiza, Santa Lolla, Ótica Diniz and gas stations with significant discounts.
• Belo Horizonte had more than 1,400 confirmed establishments, including stores selling clothes, shoes, electronics, medicines, fuel and beauty services.
• Campo Grande wasn't left out either, with several stores taking part, extending the campaign's reach to the Midwest.

In addition to the cities mentioned, hundreds of other regions have joined the campaign.

Impact and purpose

The DLI is not just a promotional campaign, but a symbolic protest against Brazil's high tax burden. According to the president of the CNDL, José César da Costa, the campaign aims to “raise awareness among the population, public authorities and retailers about the high tax burden paid in Brazil”.

The national coordinator of CDL Jovem, Raphael Paganini, stresses that the DLI is a way of showing consumers how high taxation affects their purchasing power. “Our intention is to show the population how abusive taxes are. Tax Free Day is first and foremost an educational national citizenship action,” he says.

Elias Sfeir, president of the National Association of Credit Bureaus (ANBC), points out that Tax Free Day is important to raise awareness about the impact of the tax burden on the consumer budget. “By understanding the weight of taxes, people reflect more on their consumption habits, financial planning and use of credit. Financial education includes this understanding, helping to make more conscious decisions and to ensure the balance and sustainability of family finances,” he concludes.

Future prospects

With the success of the 2025 edition, the expectation is that the DLI will continue to grow in the coming years, broadening its scope and reinforcing the debate on the need for fair and efficient tax reform in Brazil.