Black November: Anticipate or Wait for the Official Friday?

What was a Friday of promotions turned a whole month of offers. The so-called Black November has consolidated in Brazilian retail, extending the period of discounts far beyond the official date.

According to a survey by Couponation, a platform of coupons and digital benefits, the average discounts on the official date can be from 10% to 15% higher than in previous weeks. The difference is more evident in categories such as furniture, decoration and sporting goods, which concentrate greater interest as the date approaches.

In department stores, discounts ranged from 20% to 70% in the“ ”quentas and reached 80% on Friday. Home appliances followed a similar trajectory. In the technology sector, reductions have already begun high (between 50% and 80%) and reached up to 90% in point cases. In sports, the cuts have risen from 50%-70% to 60%-TP3T; and in furniture and decoration of about 1030, from mid-3 to 10301030,10, to mid-3030303 to mid-TP3.

The pattern is clear: those who can wait tend to find better prices on Black Friday. However, limited stocks and very popular items still justify early purchases.In electronics and games, for example, the risk of exhaustion is high and many consumers prefer to guarantee the product even at a lower discount.

Many stores only release free shipping on Friday, which can make a difference, especially in lower-value purchases. Another relevant point is the model of each retailer. Companies that manufacture their products have more flexibility to reduce prices; already retailers who resell depend on the strategies of brands. Therefore, items such as smartphones, consoles and notebooks often reach their highest discounts only when manufacturers authorize joint campaigns on the official date.

The search for competitive prices has also intensified the use of coupons.Even during large settlements, platforms often release additional codes that can reduce the final value by up to 10% extra, in many cases accumulating with the main discount.

For Rebecca Fischer, Co-founder and Chief Strategy Officer (CSO) by Divibank, “Without history, it is difficult to recognize a true promotion.The consumer is more attentive, and the use of comparators and monitoring tools grows throughout the year, which helps to avoid false” offers, he says.

In the end, Black Friday remains a test of trust for retail.In a scenario of higher sales volume and intense competition, those who practice transparency and maintain clear exchange and return policies tend to retain the customer. The result: the date is no longer a single day of great discounts and becomes a lasting strategy of relationship building and reputation.

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