Despite the popularization of double-digit sales days, 89% of Brazilians still prefer Black Friday

The Brazilian promotional calendar has undergone a transformation in recent years. The so-called double-digit dates, 7.7, 8.8, 9.9, originated in Asian e-commerce, have gained traction in the strategy of national retailers and have become part of the consumer's shopping routine. However, recent data from Google shows that Black Friday remains the main promotional benchmark in the country, maintaining its relevance even in the face of the fragmentation of the offers calendar.

The survey revealed a scenario that challenges the perception of promotional saturation: while 89% of Brazilians are aware of Black Friday, only 24% are familiar with double-digit sales days. Even more significant is the data on purchase intent: over 60% of consumers plan specifically for November, with an expected average spend of R$600 per person.

"What we observe is interesting behavior from Brazilian consumers. Even with more promotional opportunities throughout the year, Black Friday still concentrates the highest volume of anticipation and financial planning. It's a date that has gone beyond the promotional aspect and has become a consumption ritual in the country," analyzes Bruno Cunha, co-founder of Kipiai. 

The survey also revealed that 54% of Brazilians save money specifically for Black Friday. This directed financial planning movement suggests that the date maintains a differentiated status in the calendar, almost functioning as a "13th salary" for consumption.

Strategy beyond price

For brands, this scenario presents both challenges and opportunities. Double-digit sales days have created a dynamic of more frequent promotions, which can lead to promotional fatigue, but have also opened space for continuous customer relationship strategies throughout the year.

"The strategy should not see double dates as competitors to Black Friday, but as complementary tools. They can, and should, serve to warm up the brand and test products, while Black Friday continues to be the moment of greatest conversion and average ticket," explains Cunha.

The Black Friday leadership maintenance also reflects a cultural issue. The date arrived in Brazil more than a decade ago and has consolidated itself as part of the consumer's imagination, creating expectations that go beyond the simple search for discounts. The period has become a window of opportunity for both large acquisitions and anticipation of year-end purchases.

The expected average ticket of R$600 reinforces the planned nature of Black Friday, where consumers allocate part of their budget to strategic purchases concentrated in a specific period.

"The retailer needs to understand that each promotional moment has its function in the sales funnel. Double-digit dates can work on awareness and consideration, but Black Friday is still where the most structured purchase decision happens," concludes the expert.