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 date, according to Confi.Neotrust data, the total revenue between November 28 and December 01 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 in the commercial calendar. Investments in visibility and attractiveness actions were widely noticeable, in addition to a general effort to enhance the consumer experience. Supermarkets and wholesale networks, for example, created extra points, invested in strategically positioned shelves, and introduced differentiated furniture to highlight offers outside traditional locations, an innovative approach but well received by the public.
Another standout sector was e-commerce, which recorded an 11% growth in revenue, surpassing R$ 8 billion. The number of orders only in e-commerce increased by 12%, while physical retail had a significant 23% increase. In terms of price, the average ticket reached R$ 555.17, another significant indicator of consumer confidence and willingness to spend more during Black Friday.
Success also came driven by the payment of the first installment of the 13th salary, which helped boost sales volume. However, the high demand revealed persistent challenges: on November 29, Reclame Aqui recorded a sharp increase in complaints, with the main criticisms related to misleading advertising, delivery delays, and unavailability of advertised products.
With a thriving market and enhanced strategies, 2024 marks a year of economic recovery, consumer confidence, and retail innovation. 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.
Seasonal Jobs at the End of the Year
The period of Black Friday and year-end celebrations, along with the heating up of the market and increased retail sales, is also known for the growth of temporary jobs. Mission Brazil, for example, projects a 43% increase in missions, essential to ensure on-demand work at this time. This type of operation, besides helping to guarantee product availability even with increased orders, also generates significant income for temporarily hired professionals, injecting resources into the economy.
