Black Friday loses its shine, but commerce bets on Christmas and opens 118 thousand vacancies at the end of the year

Black Friday, once considered the great sales engine of Brazilian retail in the second half, has been losing momentum among retailers. Tight margins, high promotion costs and more selective consumers have led part of the sector to reduce efforts on the date and prioritize Christmas, which remains the main opportunity to expand revenue. Still, the labor market in trade and services should warm up in the period: survey of the National Confederation of Shopkeepers (CNDL) and SPC Brazil projects the opening of 118 thousand vacancies for the end of the year, including temporary, effective, informal and outsourced contracts.

According to the study, 33% of the companies have already hired or intend to hire workers for the period. Among them, half must resort to temporary contracts, with contracts that last an average of 2.5 months, reaching almost three months in the capitals.The expectation is that 47% of these professionals can be made effective at the end of the season.Sellers, hairdressers, helpers, manicures and clerks are among the most demanded functions. The average remuneration is expected to be around R$ 1,819.36, paying with most companies between one and two minimum wages.

For Fernando Lamounier, financial educator and managing partner of Multimarcas Consortios: “The economic instability of the country is the hindering agent of a healthy financial standard of living for the common citizen. The high default is due to the situation of low wages and high unemployment. It is necessary that financial education is more encouraged in our society and with this thousands of workers take the opportunity of work in the final months of the year to keep up with the accounts and have a quieter end of the year”. 

Meanwhile, retailers estimate that Black Friday no longer pays off financially as in previous years. Many report that, although the date still moves sectors such as electronics and technology, the effort in discounts and campaigns does not generate the same return as Christmas sales. With the injection of the 13th salary and the search for gifts, the end of the year continues to represent the great chance to balance the accounts.In Black Friday 2024, 83% of Brazilians bought in advance and only 10% left to buy on the day, according to data from the survey conducted by Opinion Box. 

In both editions of Black Friday, 2 out of 3 consumers spent between R$ 100 and R$ 1,000, which reinforces the consolidation of this range as the main level of consumption. 67% said they had bought a product they really needed and that was with good promotion, while the list of the repentant increased with 14% of respondents confirming that they bought on impulse, 9% felt they paid dearly and did not compensate and that 7% regretted the purchase, confirms the survey. 

For consumers, the expert considers that it is better to plan than to buy on impulse. “With financial planning, it is possible to enjoy the end of the year with peace of mind. Parties, travel and shopping, can be part of the consumer budget as long as it is followed to the letter so that it starts a new year without debt”, concludes the expert.

In practice, even in the face of the loss of strength of Black Friday, Brazilian retail maintains positive expectations for the coming months. The reinforcement of temporary teams is seen as essential to meet the demand of Christmas and also as a gateway for thousands of workers who can win an effective vacancy in 2025.