“I waited for Black Friday to buy that product that I want”. For a long time, this phrase was often said by the population, who were anxiously waiting for this time of year to purchase items for a price more in account than usual. For some time, however, the market has been noticing a certain frustration on the part of consumers, who have been faced with not so attractive offers or even products advertised “with discount”.Was, then, it is still worth participating in Black Friday?If your company knows how to prepare, for sure.
The growing wave of interest for this time that Brazil had been registering in recent years had a fall in 2023, a year that recorded sales below expectations.What was seen here last year was a weaker movement of brands in relation to the disclosure of offers, which can significantly influence a lower consumer interest in buying.
According to Google data, as proof of this, in June 2023, 66% of consumers wanted to make purchases on Black Friday. However, of these, only 54% actually bought, in addition to 44% who bought less than they had initially evaluated. Of course there are several justifications that impacted this fall but, of all, this issue of false offers has certainly been one of the worst mistakes made by companies, which end up announcing discounts of their products at the same prices that are usually sold.
There are frequent cases of companies that are not planning for an imminent increase in sales in this period, which causes a lack of products in stock and the consequent poor consumer experience, which ends up buying something that can not be delivered, or that the delivery time is too long. A huge lack of care in all transport logistics, which can not give rise to this high demand.
As much as many customers have created a rather negative perception of Black Friday, it is still considered an excellent time to increase sales, regardless of size or segment.In addition, of course, it is a great time to increase your market presence, since people are prone to buy new products from new stretchers.
In the case of companies that are not necessarily retail or B2C sales, they do not need to limit themselves in offering special packages only on date, but also throughout the week or even the entire month.It is possible, as an example, to offer discounts on some services, to partner or to boost sales for companies that serve the end customer.
For this, a planning, calmly and in advance, can contribute to these achievements and minimize all the problems pointed out above. In practice, it needs to involve care such as calculating the inventory needed to meet the increase in demand in the period, causing it to be sold and that the products are not accumulated in stock after the date; organize the store, whether online or physical, to accommodate the greater flow of customers; and define the best process of delivery of this product to the customer, thus avoiding delays and frustrations.
If you ask: what products do I want to sell on Black Friday? Which items do customers usually buy at that time? How are my competitors planning for that date? My company has the technical capacity to receive more consumers accumulated in the same period, ensuring a good experience for them in their journey? I need to strengthen my team? The payment methods used can give rise to a high flow? Which communication channels should I use to advertise my promotions (social networks, emails, SMS, RCS)?
It may seem like a lot, but the answers to all these questions will bring a comprehensive and complete analysis of your company's capacity and what you should adjust to reap ripe fruits on Black Friday. After all, it still remains an extremely advantageous date for brands of all sizes and segments, as long as they know how to prepare to stand out and ensure a good reputation with their current and future customers.
