Research with two thousand Brazilian consumers reveal that Black Friday it is the true Christmas of decorative articles and household goods sector. This is the first stage of the purchasing behavior research with consumers of Home Goods, developed by IEMI – Market Intelligence, exclusively for ABCASA, in which the results of the purchase intention of these consumers in Brazil are presented, for the end of year period, including the most relevant dates of local retail: Black Friday, Christmas and New Year's Eve
According to the research, 82% of respondents say they are willing to take advantage of shopping opportunities during these three dates. However, with 79% of the answers, Black Friday is, from afar, the most popular period for acquiring home goods, followed by Christmas (8%) and January promotions (5%). The survey also reveals that a portion of consumers (7%) are still undecided about when they will make their purchases in the sector
Black Friday has established itself as the main date for purchasing home goods, surpassing even Christmas. This phenomenon can be attributed to the large discounts and the wide promotion of this period that has already become a tradition in the Brazilian retail calendar, indicating a change in consumer behavior, that seeks more advantageous purchasing opportunities. The preference for Black Friday may also reflect a trend of more conscious and planned consumption, in which consumers wait for the big promotions to make their purchases, says Eduardo Cincinato, President of ABCasa.
For the executive director of ABCasa, Anderson Passos, Black Friday is an increasingly crucial opportunity to boost sales and attract new customers for home and decor items, in addition to retaining current ones. "This requires companies to be attentive to customer expectations", offering not only discounts, but also positive and differentiated shopping experiences. That's why, it is essential that the home goods sector continues to innovate and adapt its strategies to meet the needs and desires of consumers. The integration of digital and physical channels, the personalization of offers and the improvement of delivery services and customer service will be decisive for success in this and future editions of Black Friday, as well as on other important retail dates
Consumer profile
Most consumers planning to purchase home goods are women (60%), what reflects a common trend in the acquisition of items in the segment. In relation to the age group, the most relevant audience for purchasing these products is in the age range of 25 to 44 years, which represents 62% of consumers – the audience over 45 years old accounts for 23% and the age group between 18 and 24 years represents 15%
The Southeast region stands out with 46% of consumers, while the Northeast represents 22% and the South accounts for 20%. Already in the North and Central-West regions, meetings, total 12%. In terms of social class, o grupo A/B, that encompasses consumers with higher purchasing power, represents 44% of the total buyers. Group C, what includes the middle class, concentrates 43% of consumers. Finally, o grupo D/E representa 14% dos compradores
In the gender analysis, 85% of women and 78% of men intend to buy household items by the end of 2024. By age group, the audience aged 18 to 34 has a high purchase intent (87% to 88%). For consumers aged 35 or older, although the purchase intention is slightly lower (83% among 35 to 44 years old and 72% above 45 years old), they reflect a gradual decrease as age groups increase
In all regions, the intention to purchase home goods at the end of the year ranges from 79% to 85%. In the South, she is 79%; in the Southeast, of 82%, in the Northeast, 84%; and in the North and Central-West regions, meetings, 85%. O grupo A/B apresenta a maior intenção de compra (84%), which indicates that the audience within this segment is highly motivated to make purchases, enquanto nas classes C (82%) e D/E (76%), this claim diminishes a little
Favorite products
According to the Executive Director of ABCasa, the increase in purchase intention during this period (from 45% to 68%) reflects a greater desire to renovate the house, mainly on dates like Black Friday and Christmas, when people usually acquire decorative items for their homes due to the year-end holidays, like Christmas decorations, cushions, candles, frames, etc
the lesser interest in household utilities (from 55% to 32%) suggests that, although there is still a base of attracted consumers, the focus on everyday use products may be slightly lower compared to the same period, demonstrating a seasonality in which purchases of household goods tend to occur more consistently throughout the year, while the demand for decoration tends to concentrate during festive and renewal periods, evaluate Steps.
Preference for online stores
Most consumers (60%) indicate that they intend to make their next purchases through e-commerce platforms. This data confirms the growing trend of digital consumption, driven by factors such as convenience, the possibility of comparing prices, the availability of promotions (such as Black Friday ones), and the shopping experience without leaving home. However, 25% of consumers still prefer physical street stores for their shopping, what indicates that, despite the growth of e-commerce, there is still a significant base of consumers who value the experience of shopping in person, ponder Cincinnatus
The survey shows that although the preference for shopping mall stores is lower (15%), represents a segment to be worked on, as they still attract an audience eager for shopping experiences combined with entertainment and other leisure options that shopping centers offer, like food courts, cinemas and amusement parks
Spending intentions
36% of the consumers interviewed already have an idea of how much they are willing to invest in home products for the year-end shopping. The average (R$ 732,49) é 31,6% higher than the amount invested in the last purchase (R$ 556,61), probably driven by seasonal year-end purchases, like Black Friday and Christmas promotions
Considering the population of 212 million Brazilians, residents of 73 million households, the annual per capita consumption of household items is R$ 481 and the average consumption per household is R$ 1.397. According to estimates from IEMI, the Brazilian retail in this type of products totaled R$ 102 billion between January and October 2024, an increase of 9,2% before the same period last year.
For November and December of this year, preliminary indicators from the IEMI market monitoring panels point to a growth in sales of decorative items and household utensils of around R$ 21,1 billion, providing a nominal growth (without adjusting for inflation) of around 8,6% over the same period of 2023
