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 give an idea of the scale of the data, according to Confi.Neotrust data, the total revenue between November 28 and December 1 reached R$ 9.4 billion, an amount nearly 11% higher than the same period last year.
In this context, companies from different sectors made significant efforts to attract customers and increase sales, with strategies that reinforce the importance of the date in the commercial calendar. Investments in visibility and attractiveness stocks were widely noticeable, in addition to a general effort to improve the consumer experience. Supermarkets and wholesale chains, for example, created extra points, invested in strategically positioned shelves, and introduced distinctive furniture to highlight offers outside traditional locations, an innovative approach that was well received by the public.
Another prominent sector was e-commerce, which recorded an 11% increase in revenue, surpassing R$ 8 billion. The number of orders in e-commerce alone increased by 12%, while physical retail experienced a significant rise of 23%. Considering the price, the average ticket reached R$ 555.17, a strong indicator of consumer confidence and their willingness to spend more during Black Friday.
The success was also driven by the payment of the first installment of the 13th salary, which helped boost sales volume. However, the high demand revealed persistent challenges: on November 29th, Reclame Aqui recorded a sharp increase in complaints, with the main criticisms related to misleading advertising, delivery delays, and unavailability of advertised products.
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 Black Friday and end-of-year holiday period, in addition to market warming and increased retail sales, is also known for the growth of temporary job openings. Mission Brazil, for example, projects a 43% increase in missions, which are essential to ensure on-demand work during this period. This type of operation, in addition to helping ensure product availability even with increased orders, also generates significant income for temporarily hired professionals, injecting resources into the economy.
