The Purchase Intention Survey, carried out by Tray, Bling, Melhor Envio and Vindi, LWSA brands, with more than 3 thousand people across the country, it shows that the Brazilian consumer has been preparing earlier and earlier for Black Friday. According to the survey, 62% of consumers intend to spend up to R$ 3,000 on promotions, while 64,3% plan their purchases, 44% have saved money in recent months and 20,3% will set aside part of the 13th salary to take advantage of the offers
According to the survey, 96% of consumers plan to shop online on Black Friday 2024. Them, 87% made purchases in the same period in 2023. Among the most sought-after products, 51% stated that they intend to buy electronics (Smartphone, computers, TVs, 46% plan to buy clothes and 45% want to purchase appliances
Most consumers (75%) said they plan to shop for Black Friday in marketplaces, followed by the brands' own websites and regarding the payment method, 75% of consumers prefer to pay with a credit card, 23,2% with PIX and 83% intend to pay for purchases in up to 12 installments."On Black Friday, installment payments on credit cards are preferred by consumers due to the possibility of spreading payments without compromising the budget, in addition to maximizing benefits such as miles and cashback. The trust in credit cards and the growing popularity of PIX, that offers convenience and instant gratification, they are factors that highlight a consumer seeking flexibility and financial control. On the side of the retailers, these modalities increase the average ticket, they eliminate purchase objections and ensure immediate liquidity, especially useful during peak demand periods, evaluateMonisi Costa, Payments director at Vindi.
Brands' social networks and advertisements are the main attraction for consumers
The Purchase Intention survey for Black Friday 2024 shows that consumers start researching products and prices in advance. For 57%, company websites and social media are the main way to find out about discounts.Profiles focused on promotions and discounts on social media (24%), promotional emails (37 %), price comparison sites (25%), canais e/ou grupos no WhatsApp focados em descontos (20%), influenciadores digitais (18%) e informativos das lojas/marcas no WhatsApp (17%) são outros meios de pesquisa de promoções utilizados pelos consumidores
They also revealed the factors that influence purchasing: 65% mentioned internet ads,59% social media and 19% digital influencers. "In this pre-Black Friday period", knowing consumer habits and where the sources they trust to make purchasing decisions are is a great differential for retailers. And the big news that stands out this year compared to the previous one is the consolidation of offer channels in messaging apps, like WhatsApp and Telegram. This shows that in a short time this option is already among the preferences of Brazilians, inclusive surpassing other well-established ones, like influencers, for example, saidMarcelo Navarini, director of Bling.
Shipping is a deciding factor in purchasing
Almost 60% of respondents claim that the shipping cost is a very important and decisive factor for online purchases. Almost 40% of respondents would not be willing to pay a higher shipping fee to receive their product faster
Among the points listed in the survey about what would make consumers give up on buying even in the face of a good offer on Black Friday were shipping fees (57%), higher prices than in periods without supply (50%), do not trust the store (45%), low rating on reputation sites (43%), avaliações ruins nas redes sociais (42%) e desconto/oferta não ser atrativo o bastante para a Black Friday (40%).
"With the consolidation of Black Friday in Brazil", consumers have started to analyze the offers for the period more and more critically, looking to compare prices, know the company's reputation on sales websites, among other points before deciding to purchase. This highlights the importance of the retailer clearly emphasizing the differentiators and benefits they offer, ensuring effective communication of the advantages associated with the purchase for your customer. Furthermore, the data demonstrates the need for retailers to cultivate good relationships with their customers and good reviews throughout the year so that their offers are enhanced by the respect earned by their brand.” analysisThiago Mazeto, director of Tray
According to the survey, 57% gave up on the purchase due to shipping fees and 50% revealed that they would not buy if prices were higher than in periods without discounts. "During Black Friday 2024", offering free shipping for specific products or for purchases above a certain value creates an irresistible incentive for consumers to complete their purchases, increasing the cart value. Highlight the speed of delivery as a competitive advantage, promoting short delivery times and consistently meeting them, it is important because it will make that customer create a positive impression and be inclined to buy again at the same store, affirmsVanessa Bianculli, marketing manager of Melhor Envio.
*For the study, at the request of LWSA, the Opinion Box interviewed 3087 consumers, aged over 16 years from all over Brazil and from all social classes, between September 12 and 23, 2024. The margin of error of the survey is 1,7 percentage points
