Brazilian retail is experiencing an atypical scenario this year-end. The coincidence between the payment of the first installment of the 13th salary and Black Friday brought a great movement in November, what can change the rhythm of traditional Christmas shopping. This analysis is from FCamara, technology and innovation ecosystem, that has a strong presence in both physical and online retail
According to data gathered by the company, this year's Black Friday recorded an 18% increase in sales compared to 2023, with a revenue exceeding R$7,2 billion in a single day. For comparison purposes, last year the growth was 6,5%
Bento Ribeiro, senior retail director of FCamara, points out that the coincidence between these dates created immediate liquidity for the consumer, who took the opportunity to make higher value purchases. "The challenge now will be to maintain the pace for the rest of the holiday season", affirms
"With about R$64 billion injected into the economy due to the payment of the 13th", consumers took advantage of the fresh money to acquire items they already wanted, like electronics, smartphones and appliances, explain Ribeiro. "The problem is that", by anticipating these purchases, December may feel the effects of a lighter wallet, especially in the categories that traditionally have a peak in sales at Christmas, complete
Despite that, FCamara predicts that sectors such as fashion, perfumes and cosmetics will continue to be in demand, with an estimated growth of 10% compared to last year. The toy segment is also expected to grow, but in a more modest way, around 5%. On the other hand, electronics and appliances are expected to register a significant contraction, estimated at 8%, due to the strong performance of Black Friday
Retail had an explosive November, but you may face a quieter Christmas than usual. The strategy now will be to attract consumers with good promotions in December, avoiding stock from standing still, concludes Ribeiro
