In 2024, Black Friday had its best performance since the pandemic, demonstrating the strength of the Brazilian market and the impact of this date on retail, both physical and online. To give an idea of the scale of the event, according to data from Confi.Neotrust, total revenue between November 28th and December 1st reached R$ 9.4 billion, almost 11% higher than the same period last year.
In this context, companies from different sectors made significant efforts to attract customers and increase sales, with strategies that reinforce the relevance of the date on the commercial calendar. Investments in visibility and attractiveness actions were widely noticeable, in addition to a general effort to improve the consumer experience. Supermarkets and wholesale chains, for example, created extra points of sale, invested in strategically positioned gondolas, and introduced differentiated furniture to highlight offers outside of traditional locations—an innovative approach, but one that was well received by the public.
Another standout sector was e-commerce, which recorded an 11% growth in revenue, exceeding R$ 8 billion. The number of orders in e-commerce alone rose 12%, while physical retail saw a significant increase of 23%. In terms of price, the average ticket reached R$ 555.17, another strong indicator of consumer confidence and willingness to spend more during Black Friday.
The success was also boosted by the payment of the first installment of the 13th-month salary, which helped to increase sales volume. However, the high demand revealed persistent challenges: on November 29th, Reclame Aqui (a Brazilian consumer complaint website) registered a sharp increase in complaints, with the main criticisms related to misleading advertising, delivery delays, and unavailability of advertised products.
With a booming market and improved strategies, 2024 marks a year of economic recovery, consumer confidence, and innovation in retail. The success of Black Friday demonstrates the impact of well-planned actions and points to an even more promising Christmas, reinforcing the importance of commercial dates for strengthening the Brazilian economy.
Temporary job openings at the end of the year.
The Black Friday and end-of-year holiday season, in addition to boosting the market and increasing retail sales, is also known for the growth in temporary job openings. Mission Brasil, for example, projects a 43% increase in missions, which are essential to guarantee on-demand work during this period. This type of operation, besides helping to ensure product availability even with increased orders, also generates significant income for temporarily hired professionals, injecting resources into the economy.
