A Black Friday 2024, scheduled for November 29, promises to be a game changer for e-commerce in Brazil. The event, already consolidated in the country's consumption calendar, creates great expectations among consumers and companies, that are waiting for a sales explosion driven by significant discounts on products and services from various sectors
The study ofMindMiners, titled "Who is Buying?”, reveals increasingly strong consumer behavior trends. According to the survey, 60% of consumers feel motivated to purchase products or services when receiving coupons or discount codes. Furthermore, 49% of respondents prefer to wait for promotions and significant offers, while another group of 49% chooses stores that offer cashback or rewards programs. These data confirm the strength of Black Friday as a strategic opportunity to save and optimize consumption
The research was conducted with the participation of 1.500 people, men and women, 18+, classes ABC, from all regions of Brazil and brought important insights about expectations and shopping habits. One noteworthy fact is that, although most buyers expect lower prices during the event, 42% trust the veracity of promotions, indicating a growing confidence in the period of offers.
Furthermore, 30% of consumers monitor the prices of the products they wish to purchase in advance, starting the monitoring between two months and one month before the official date, what evidences the careful planning in the search for good opportunities
The research also revealed that 38% of consumers set aside part of their annual budget to spend during Black Friday, while 29% end up making impulse purchases. As the event takes place close to the year-end festivities, 56% of respondents use the date to prepare for Christmas and New Year. Furthermore, 53% take advantage of discounts to buy items that usually wouldn't fit in their budget, but that, with the offers, become accessible
Black Friday cannot be seen merely as a discount date; it is essential to understand consumer behavior during this period, says the CMO of MindMiners, Danielle Almeida. With the increase in prices of products and services in the country, understanding the expectations and financial situation of buyers is essential to provide a satisfying shopping experience, adds
What Brazilians want to buy
When asked about the categories of greatest interest for Black Friday, 36% of respondents stated that electronics are the most desired items. Appliances come right after, with 30% preference, followed by fashion and accessories, that attract 29% of consumers. These results demonstrate that the search for technology, practicality and style remain strong among Brazilian buyers
Another relevant aspect pointed out by the research is the change in the place of purchase. During Black Friday, the preference for e-commerce is remarkable, with 63% of consumers choosing to shop online. On the other hand, 37% still prefer physical stores, 14% intend to make purchases through social media and 8% mentioned that they will resort to direct sales
What are the favorite brands of Black Friday
Regarding the brands most remembered by consumers during the promotional period, Amazon, Americanas and Magalu lead, each with 17% of the mentions. Other highlighted brands were Casas Bahia (12%) and Samsung (9%)
In relation to last year's Black Friday, Samsung was the most recalled brand, spontaneously mentioned by 24% of respondents, followed by Electrolux (6%), Nike (5%), Adidas (4%) and Mondial (4%)
Besides being a chance to save, Black Friday is also seen by consumers as an opportunity to try new products. About 48% of respondents expressed interest in trying items they would not normally buy outside of this promotional context
Everyone wins: consumers and companies
The data indicates that Black Friday has established itself as one of the main shopping opportunities in Brazil. For consumers, it is the ideal time to acquire products with attractive discounts, besides trying new brands and categories. With the approach of the end-of-year holidays, the date becomes even more relevant, whether for those who want to save on Christmas shopping or for those looking for products that usually do not fit the budget
Для підприємств, Black Friday represents a unique opportunity to gain new customers, retain existing customers and increase sales in a short period of time. The brands that stand out with good offers, efficient service and a smooth shopping experience, especially in e-commerce, will have greater chances of capitalizing on the strategic behavior of consumers
With high expectations and buyers increasingly attentive to opportunities, Black Friday 2024 has everything to boost the market and reaffirm its status as the main consumer event of the year in Brazil
