Black Friday 2024: A portrait of success and opportunities in Brazil

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 get an idea of the size of the date, according to Confi.Neotrust data, 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 have 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 there being a general effort to improve the consumer experience. Supermarkets and wholesale chains, for example, created extra points, bet on strategically positioned gondolas and introduced differentiated furniture to highlight offers outside the traditional locations, innovative approach, but which was well received by the public.

Another prominent sector was e-commerce, which registered a growth of 11% in revenue, exceeding R$ 8 billion. The number of orders in e-commerce alone rose 12%, while physical retail had a significant increase of 23%. Thinking about price, the average ticket reached R$ 555.17, another great indication of consumer confidence and their willingness to spend more during Black Friday.

Success also came driven by the payment of the first installment of the 13th salary, which helped to leverage sales volume. However, high demand revealed persistent challenges: on November 29, Reclame Aqui registered a sharp volume of complaints, with the main criticisms related to misleading advertising, delays in delivery and unavailability of products advertised.

With a heated market and improved 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 the strengthening of the Brazilian economy.

Temporary vacancies at the end of the year

The period of Black Friday and holidays, in addition to the market warming and increased retail sales, is also known for the growth of temporary vacancies. Mission Brazil, for example, projects an increase of 43% in missions, fundamental to ensure work on demand at this time. This type of operation, in addition to collaborating to ensure the availability of products even with increased orders, also generates a significant income for temporarily hired professionals, injecting resources into the economy.