The Purchase Intention Research, conducted by Tray, Bling, Melhor Envio, and Vindi, belonging to LWSA, an ecosystem of digital solutions for companies, shows that about 60% of the audience from Paraná, Santa Catarina, and Rio Grande do Sul, in the South region of the country, plan to spend over R$ 1,000 on Black Friday in 2024. See here.
In the region, 71.5% stated they will buy something on Black Friday. Another 64.3% have planned their purchases, with 44% having saved in recent months and 20.3% already setting aside their thirteenth salary for spending.
The Purchase Intention Research for Black Friday 2024 shows that consumers start researching products and prices in advance. For 59%, store websites and brands are the main source of information for offers, 58% follow prices on brand social media, 22.9% join discount groups on platforms like WhatsApp, and 19.8% get information from influencers.
According to Marcelo Navarini, director of Bling, a management and ERP platform, based in Bento Gonçalves, Rio Grande do Sul, the research shows that during this period it is essential for retailers and entrepreneurs to know the consumer’s habits and where they trust sources to make their purchase decisions. “The biggest news attracting attention this year compared to the previous one is the consolidation of offer channels on messaging apps, such as WhatsApp and Telegram. This shows that in a short time, this option is already among the Brazilian preferences, complementing other well-established ones like influencers, for example,” he states.
For Thiago Mazeto, director of Tray, an e-commerce platform, “With the consolidation of Black Friday in Brazil, consumers have begun to analyze offers more critically for the period, seeking to compare prices, learn about the company’s reputation on sales websites, among other points before deciding on the purchase. This highlights the importance of the retailer clearly emphasizing the differentials and benefits it offers, ensuring effective communication of the advantages associated with the purchase for its customer,” he points out.
Freight cost influences purchase for 57% of residents in the South
In the South, about 57% of respondents say that the freight cost is a very important and decisive factor for online purchases. Among the points listed in the survey about what would make the consumer give up on buying even in the face of a good offer on Black Friday were freight charges (57%), higher prices than in non-offer periods (52.2%), and not trusting the store (47.6%). “Offering free shipping for specific products or for purchases above a certain value creates an irresistible incentive for consumers to complete their purchases, increasing the average ticket and reducing cart abandonment. Having more delivery options, with choices that highlight express shipping and/or price advantages, may be another attraction to promote customer autonomy and, consequently, stimulate loyalty,” says Vanessa Bianculli, marketing manager at Melhor Envio, a freight platform based in Pelotas (RS).
Credit card is the primary payment method
As for the payment method, 81.7% of consumers prefer to pay with a credit card, 10.2% use Pix, and 6% use a debit card. According to the survey, 80.3% of consumers plan to split their purchases up to 12 times.
“On Black Friday, installment payments on credit cards are preferred by consumers due to the possibility of spreading payments without compromising the budget, as well as maximizing benefits such as miles and cashback. Confidence in credit cards and the growing popularity of PIX, which offers convenience and instant gratification, are factors that highlight a consumer seeking flexibility and financial control. On the retailers’ side, these modalities increase the average ticket, eliminate purchase objections, and ensure immediate liquidity, especially useful in periods of high demand,” evaluates Monisi Costa, Director of Payments at Vindi, payment platform.
*For the study, Opinion Box, at the request of LWSA, interviewed 3087 consumers, aged over 16 from all over Brazil and from all social classes, between September 12 and 23, 2024. The margin of error for the survey is 1.7 percentage points.
