In a study conducted byBrazil Panels Market Research Consulting, in partnership with theVasques Connection Digital Marketing Agency, deep details about consumer behavior for this year's Black Friday have been revealed
The data reveals a consumer who is increasingly informed and cautious in their purchasing decisions for Black Friday, that values transparency and genuine offers. The distrust surrounding fake discounts remains, it means that retailers should invest in honest campaigns and attractive payment conditions, as installment payment without interest, claims Claudio Vasques, CEO of Brazil Panels and Conexão Vasques
The survey revealed that knowledge about the date of Black Friday varies between genders and regions. Among the interviewed women, 47,7% know the exact dateof the event, compared to39,1% of men.
This difference reflects a greater female familiarity with the date, possibly related to the interest in planning and seeking promotions. According toVasques, this information highlights the need for more targeted marketing campaigns
Regionally, the knowledge of the date varies significantly47,4% of respondents in the Southeastand45,5% in the Midwestthey know exactly when Black Friday occurs, while34,6% of respondents from the Northdemonstrate less familiarity with the event, pointing out the need to intensify marketing actions to reach this population more effectively
Consumer expectations and level of interest for Black Friday
The research also indicated that the female audience has higher expectations for Black Friday, with34,1% of women showing great anxiety, in comparison with23% of men. Meanwhile, 41,9% of women and 39,1% of menshow moderate expectations. The data indicates a higher anticipation among women, reinforcing their interest in planning for the event purchases
Consumers also prioritize certain benefits in Black Friday offers, highlighting
- comprehensive promotions in various product categories
- great discounts on specific items
- free shipping
- installment without interest
- cashback
This profile shows that the consumer values variety, easy payment options and significant discounts, showing the expectation for a shopping experience with multiple advantages
Consumers have high expectations regarding discounts, with44,3% considering that only offers above 50% are truly advantageous. Others29,6% expect discounts of 41% to 50%to consider the purchase. Only a small portion, 2,9%, considers discounts between 10% and 20% advantageous.
Vasques observes that the Brazilian public is becoming increasingly skeptical about promotional offers, highlighting that transparency will be the competitive differential to gain the trust of customers
The research also highlighted that42,3% of consumers in the North region have never participated in Black Friday, pointing out a gap in engagement in the region. According to Vasques, resistance may be related to factors such aslimited logistics, high shipping costandless access to effective promotional campaigns, what limits involvement with the event. Specific strategies to make Black Friday more accessible and attractive for consumers in the North can help increase participation and strengthen the relationship with these customers
Search habits and purchase intention
Consumers revealed a cautious approach to Black Friday, with62,3% stating that they always check the prices of products beforehand, while23,8% do this occasionally. Just6,8% rarelyand7,2% never check prices. Such behavior indicates an audience attentive to price variations and willing to plan to secure good deals
In terms of purchase intention, 27,9% of consumers say they will definitely make purchases, and32,7% will probably do. The research reveals that the most sought-after products areelectronics (50,1%) andhousehold appliances (50,6%), followed byfashion and accessories (32,4%) andbeauty and personal care (30,2%).
Shopping preferences: online or in physical stores
Most consumers, 40,7%, prefer to shop online, but also values the experience in physical stores, while19,4% buy only onlineand13,2% in physical stores, also being able to buy online. These data reveal consumers who seek convenience and variety, indicating the importance of a multichannel strategy to meet these preferences
Another interesting fact is that49,2% of respondents are unaware of price comparison tools, what indicates an opportunity for the market to educate consumers about these tools, helping them find the best deals with more confidence and convenience
Final considerations by Claudio Vasques
The CEO of Brazil Panels and Conexão Vasques also emphasizes that the brands that can meet these expectations, with real offers and a simplified shopping experience, will be better positioned to take advantage of the potential of the date
