THE Black Friday 2024 will be this Friday (29) and, since the beginning of the month, Brazilian retailers have been anticipating announcements of products and services on sale to attract consumers’ attention and boost sales.
In this year’s edition, 89% of Brazilians intend to buy something. Of these, 85% want to buy an item for themselves and 65% will take advantage of the date to give gifts.
The purchasing intention data comes from research by Instituto Locomotiva and QuestionPro. The institutions gathered information about what is considered one of the main dates in the Brazilian commercial calendar, which occurs annually on the last Friday of November.
The national survey carried out 1,185 self-completed digital interviews in online forms, by men and women, aged 18 or over. The interview period was from November 4th to 13th and the survey’s margin of error is plus or minus 2.8%.
According to the institute responsible for the research, the study offers retailers a map. Firstly, because it shows what consumers want, through which means, whether physical and/or digital channels, information that guides the retailer to balance investments between virtual platforms and real stores.
Consumption phenomenon
The survey by Instituto Locomotiva and QuestionPro found that 62% plan to take advantage of promotions to anticipate Christmas shopping. The president of Instituto Locomotiva, Renato Meirelles, assesses that the strategy is positive. “This shows that Brazilians prefer to avoid the rush and, of course, seek to save money rather than leave it until the last minute and end up spending more.”
After years, the Black Friday consolidates itself as a milestone in the Brazilian consumption calendar, says Locomotiva.
“Since its arrival in Brazil, the date has stopped being just an opportunity to buy electronics and has become a kind of early Christmas.”
According to the survey, 78% of Brazilians believe that Black Friday It is a great opportunity for people to be able to buy things that, in general, they cannot purchase. The institute projects that the opinion of those interviewed corresponds, proportionally, to 126 million Brazilians.
On the other hand, two in three consumers (66%) take advantage of discounts on this date originating in the United States to buy from brands they normally buy. The remainder, 34%, take advantage of the Black Friday to buy from brands that you don’t normally buy without this season’s discounts.
Although 61% of those interviewed knew and had already purchased from Black Friday; 34% know what this event is, but have never purchased anything. And there are still 5% who are unaware of this period of heated consumption in Brazil.
Categories
Among the product categories that Brazilians plan to buy in this Black Fridayclothing items lead the wish list, with 72% of preference among consumers – and also lead among those who will buy gifts on the date (57%). The ranking of purchasing intentions follows shoes (66%), beauty and perfumery products (65%), decoration and home items (50%). What’s more, cell phones and smartphones are the focus of interest for 51% of consumers; electronics (49%); household appliances (46%); children’s articles (45%); furniture (43%); books (42%) and pet shop items (40%).
Renato Meirelles explains that clothes and footwear are essential and easily accessible categories. “These items combine consumer desire with practicality, and the promotions make it possible to renew your wardrobe without weighing on your pocket. Furthermore, these are products that please both those who buy for their own use and those who take advantage of the holiday to give as gifts.”
Profile
The research also managed to profile consumers looking for big discounts.
This year, men are those who plan to spend the most on the date, with 90% of purchasing intentions.
Among them, the majority plan to buy new clothes and shoes (68% and 66% respectively), and 55% want to take some new electronics home.
Although purchases as gifts are less frequent among men, compared to women, 62% intend to buy an item to give as a gift. “Clothing leads the intentions, with 24%, followed by footwear (18%) and electronics (15%)”, stated Meirelles.
Among women, 88% intend to buy an item in this Black Friday. The product categories most desired by them reflect a strong intention to consume both for their own use and as gifts. Clothing leads the way in purchasing desire (76%), followed by beauty and perfumery products (75%) and footwear (66%). Furthermore, seven in ten women intend to give someone a gift, especially in categories such as clothing (28%) and beauty products (24%).
Where do you buy the products
E-commerce drives Black Friday in the country. Regarding purchasing channels, 30% of consumers intend to buy exclusively in online stores. 31% divide their purchases equally between the physical and digital environments. If the preference between the e-commerce and physical stores, 24% opt for the virtual environment. Lastly, there is the choice that prioritizes physical stores, with 8%, either exclusively (8%) or predominantly.
Influencing factors
Price, ease of payment, fast delivery, variety of products. There are several factors that influence consumers when choosing stores. online during the Black Fridayamong those who intend to buy an item in this year’s edition.
Discounts and promotions appear as the main criteria for consumers deciding to buy, with 23%. The price and shipping cost are also important at the time of purchase (20%) and the store’s reputation (16%) are other factors highlighted as relevant when choosing stores online during the Black Friday.
As secondary factors that influence choices, fast delivery appears, with 10%; payment options (Pix, card, bank slip, etc.), for 9% of respondents. The variety of products (8%); and the ease of navigation through the website or application (6%) were also mentioned.
Preferred promotion type
When considering only discounts and promotions, consumers keep an eye on advantages that are considered unmissable.
The Instituto Locomotiva indicates the preference for direct discounts (48%) and strategies such as cashback (31%), which is the English term that means money back, that is, the program returns part of the amount spent on a purchase in future credit for a new purchase.
Promotions such as “get 3 and pay 2” also arouse high interest in 38% of people.
The president of the Locomotiva Institute exemplifies what provokes interest in the reward. “One e-commerce of clothing offers a direct 30% discount on the price of items, and even adds credits for future purchases. This attracts consumers and builds loyalty for the next year.”
Black fraud
The published document confirms that one in four interviewees believes that the company’s discounts Black Friday are the same as other promotions.
For 22%, stores that claim to be Black Friday They don’t offer real discounts.
When it comes to a scam or fraud related to Black Friday58% say they have never faced problems of this type, nor do they know anyone who has faced them.
At the other end, 42% have personally been victims of scams on that date, or know someone who has experienced fraud during the consumer season, distributed as follows: 16% of those interviewed in the survey report having been victims; 20% know someone who has been through this situation, and 6% say they have both been victims and know someone who has also been a victim. “This data reinforces the need for retailers to guarantee security in transactions and communicate this clearly, creating consumer confidence”, concludes the president of the research institution Renato Meirelles.
Therefore, consumers must be careful to avoid falling for scams. It is worth remembering that purchases made during this period do not fail to follow the rules of the Consumer Protection Code (CDC).
If you feel aggrieved, the consumer should seek public bodies that protect consumer rights, such as the National Consumer Secretariat (Senacon) of the Ministry of Justice and Public Security, which created a booklet with tips on how to avoid fall for blows Black Friday; the Consumer Protection and Defense Program (Procon) in your city; consumer associations; a police station or even take legal action against the company.
