Black Friday: 6 out of 10 consumers give up on purchases because of shipping

The Purchase Intention Survey, conducted by Tray, Bling, Melhor Envio, and Vindi, part of the LWSA ecosystem of digital solutions for businesses, is the primary purchasing decision factor for consumers during Black Friday, alongside offers and brand trustworthiness. For 601,000 consumers, the shipping cost is a decisive factor in the purchase, with 571,000 stating they had already abandoned a purchase due to high shipping fees. 

According to the survey, almost 40% of respondents would not be willing to pay a higher shipping cost for faster delivery. Among the factors that would make consumers abandon a purchase, even with a good Black Friday deal, were: higher prices than during non-sale periods (50%), a lack of trust in the store (45%), low ratings on reputation websites (43%), poor social media reviews (42%), and a discount/offer not being attractive enough for Black Friday (40%). 

According to Vanessa Bianculli, Marketing Manager at Melhor EnvioOn freight platforms, retailers should use strategies during this period to convince consumers to complete purchases. "During Black Friday 2024, offering free shipping on specific products or for orders above a certain value creates an irresistible incentive for consumers to finalize their purchases, increasing cart value," he says. 

According to her, entrepreneurs should also showcase their differentiators. "Highlighting fast delivery as a competitive advantage, promoting short delivery times and consistently meeting them, is important because it will create a positive impression with the customer and make them more likely to purchase again from the same store," she says. 

For Thiago Mazetto, Director of Tray, an e-commerce platformConsumers are becoming increasingly discerning, requiring more strategic offerings from retailers. "With the consolidation of Black Friday in Brazil, consumers are now more meticulously analyzing deals for the period, comparing prices and researching company reputations on online marketplaces before making a purchase decision. This highlights the importance for retailers to clearly communicate the unique selling propositions and benefits of their offerings, ensuring an effective communication of the advantages associated with purchasing from them. Furthermore, this period demonstrates the need for retailers to cultivate good relationships with their customers and build positive reviews throughout the year, so that their offers are amplified by the respect earned by their brand." analyzes Thiago Mazeto, director of Tray.

More than 60% intends to spend up to R$ 3 thousand this year.

According to the survey, 621,387 consumers plan to spend up to R$3,000 on promotions, while 64.31% are planning their purchases, 441,387 have been saving money in recent months, and 20.31% will set aside part of their 13th salary to take advantage of the offers.

According to the survey, 961,000 consumers plan to shop online during Black Friday 2024. Of these, 871,000 made purchases during the same period in 2023. Among the most sought-after products, 511,000 respondents stated they plan to buy electronics (smartphones, computers, TVs), 461,000 plan to buy clothing, and 451,000 intend to purchase appliances. Regarding payment methods, 751,000 consumers prefer credit cards, 23,210 prefer PIX, and 831,000 intend to pay in installments of up to 12 times. The majority of consumers (751,000) said they plan to shop for Black Friday on marketplaces, followed by brand-owned websites. 

For the study, Opinion Box, at the request of LWSA, interviewed 3,087 consumers aged 16 and over from all social classes across Brazil, between September 12 and 23, 2024. The margin of error for the survey is 1.7 percentage points.