Чорна п'ята, traditionally associated with a single day of great promotions, is becoming a phenomenon that extends throughout the entire month of November and requires advance marketing planning. Umliftingcarried out by RTB House estimated that, globally, November generates up to 20% more conversions than the second largest peak of the year. Already in Brazil, in 2023 there was an average increase of 83% in advertisers' revenue in the same period compared to September, with higher conversion values, what can be attributed to consumers who wait for the promotional period to concentrate more purchases or to make higher investments
The report also shows that Black Friday creates unique opportunities for brands to attract new consumers or engage old users, and that this can significantly impact the results of the period. The number of users who engage with Black November promotions is up to 4,5 times larger, and 3,7 times more inactive users, those who have not visited the advertiser's site in the last 30 days, they make purchases
The data still shows that prospecting campaigns launched as early as the third quarter tend to be effective, resulting in a higher brand recall and stronger consumer engagement when the promotional period effectively begins
Performance of the Brazilian market
Although in 2023 online platforms recorded a decline in sales during the Black Friday weekend (a contraction of 14,4% compared to the previous year in the Thursday to Saturday segment, the study also brings some market data that indicates that, when considering the entire month of November, Brazilian retail recorded an increase of 2,2% on sales. The cross-referencing of data reinforces the importance of anticipating promotions and working with the concept of Black Friday in an extended way, permeating the whole month of November.
Among the categories that most drove this growth were office equipment, furniture and appliances, and clothing. Those that stood out for the highest discount peaks are fashion and footwear, supermarket and delivery, and drinks
Checklist for Black November 2024
Finally, the report provides a checklist with essential tips to ensure the success of Black November. In summary
- Diversify your investments: instead of focusing on a single day, brands can extend promotions throughout the entire month
- Warm up your user base: start prospecting campaigns in advance to increase engagement and brand recall
- Attract new customers and engage inactive ones: use the promotional period to expand your consumer base and encourage dormant users
- Differentiate yourself from the competition: offer real discounts and invest in platforms that provide visibility for your brand, like pages dedicated to categories
You can check the full reportclicking here.
