It’s 9.30 on Sunday morning and they have already put up the elastic cordons to allow the queue for 15 items or fewer to snake round on itself at the Extra supermarket in the Bela Vista neighbourhood of São Paulo.

Jumbo packs of bread rolls and sweet polvilho biscuits made of manioc flour are selling well. Upstairs, the store is doing a brisk line in small electronics, including fans and coffee machines.