Black Friday 2024 brought significant results for Brazilian retail with a growth of 16,1% in sales compared to the same period last year, according to data from Cielo. This movement reinforces the importance of taking advantage of the market's year-end upswing, both to boost sales at Christmas and to plan strategies for 2025. But how can entrepreneurs maximize these opportunities
According to industry experts, the secret is in integrating short and long-term actions, using the momentum to maintain customer engagement and ensure consistent results. "Black Friday is just the beginning". The true differentiator lies in how companies connect this campaign with Christmas and, from there, structure their planning for the following year,"affirms"Fernanda Clarkson, CMO of SuperFrete
Christmas represents one of the biggest sales opportunities of the year. According to Clarkson, an effective strategy is to leverage the data collected during Black Friday to create personalized campaigns that increase customer loyalty. Using remarketing tools to engage consumers who purchased or showed interest in Black Friday can be crucial to converting these interactions into new sales at Christmas,"explains"
Another fundamental point is to explore differentiated promotions, like gift sets orfree shippingfor orders above a certain value. These strategies encourage larger purchases and add value to the consumer experience
Furthermore, ensuring efficient logistics is essential. The holiday season requires agility in delivery, what can be a challenge for many businesses. Entrepreneurs need to review inventories, align logistics partners and create realistic delivery deadlines. This not only improves the customer experience, but also reduces the risks of returns or complaints,"complements"
While Christmas closes the sales cycle of the year, 2025 must be planned with a strategic vision. An important tip is to use the commercial calendar as a tool to map out the main sales periods and align campaigns with market seasonality
"Companies that prepare in advance have a higher chance of success". Planning campaigns at least three months in advance allows for inventory adjustments, create marketing strategies aligned with market trends and make the most of each seasonal date,"highlights"
Another recommendation is to diversify the sales channels. With the growth of marketplaces and the strengthening of proprietary e-commerce, entrepreneurs should assess which platforms generate the most return and invest in integration strategies. "Marketplaces are great for attracting new customers", while the own e-commerce offers greater control over the brand and consumer data. The balance between the two is the key,"affirms the CMO"
However, entrepreneurs must pay attention to inventory management and monitor sales performance in real time. Allowing to identify products with higher turnover and adjust strategies as needed
Thinking long term is essential. Black Friday and Christmas are very important moments in the commercial calendar, and the lessons from this period will certainly serve as a differentiator to build a solid and sustainable 2025,"concluded Fernanda
