Black Friday 2024 promises to be one of the most impactful shopping events of the year, with the date set for November 29. Among the most searched items, by product categories, refrigerators lead the searches, followed by fans, iPhones, TVs and sneakers. O levantamento foi realizado pelo FGV/CEMD (Centro de Estudos em Marketing Digital da Fundação Getúlio Vargas), використовуючи програмне забезпечення Buzzmonitor. According to the Center, the term "Black Friday" has generated over 49 thousand mentions on social media, in the last seven days, since October 29.
A Coordenadora do FGV/CEMD, Lilian Carvalho, підкреслює що бразильський економічний сценарій у 2024 показує ознаки відновлення і оптимізму, driven, в частині, for the payment of the 13th salary, that increases consumers' purchasing power. Luxury items, on the other hand, they are not at the top of the wish lists, indicating that, although the moment is positive, the search for stability and functionality still guides purchasing decisions during this important retail event
"Even with this improvement, this year's Black Friday reveals a clear trend: consumers are prioritizing the purchase of essential household items, як холодильники і телевізори, крім продуктів повсякденного користування, як вентилятори і тенніси. Це відображає обережність все ще присутню серед бразильців, what, незважаючи на сприятливі економічні умови, віддають перевагу інвестувати в продукти які пропонують практичну і негайну корисність ⁇, стверджує Lilian Carvalho.
Instagram stands out as the platform with the highest volume of mentions, зосереджуючи 87% взаємодій і, згідно аналізу, більшість дискусій очолюється жінками (71%).
"Surprisingly, 97% of the posts have a positive sentiment, indicating a widespread optimism regarding the event, differently from what was observed in previous years, in which consumers were wary of the real advantage of taking advantage of the promotions, avalia a coordenadora do FGV/CEMD
Regarding the engagement of large retail networks on social media, a Havan stands out on Instagram, occupying the top three positions with over 57 thousand interactions. No Facebook, the most engaged brands so far are, in order, Havan, Leroy Merlin, Pernambucanas and Magazine Luiza. Já no X/Twitter, Americanas leads in interactions
Only in October, the term Black Friday had over 380 thousand searches on Google. The most sought-after brands by consumers include, in that order: Vivara, Bahia Houses, Amazon, Americans, Boticário, Magalu, Free Market, Of course, Kabum, Take off, Nature, TIM, Sephora, Blue and CVC.
