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 get an idea of the scale of the date, according to the data from Confi.Neotrust, the total revenue between November 28 and December 01 reached R$ 9,4 billion, value almost 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 relevance of the date in the commercial calendar. Investments in visibility and attractiveness stocks were widely noticeable, in addition to there being a general effort to enhance the consumer experience. Supermarkets and wholesale networks, for example, they created extra points, they bet on strategically positioned gondolas and introduced distinctive furniture to highlight offers outside traditional locations, innovative approach, but it was well received by the audience
Another prominent sector was e-commerce, that recorded a growth of 11% in revenue, surpassing R$ 8 billion. The number of orders in e-commerce alone increased by 12%, while physical retail saw a significant increase of 23%. Thinking about price, the average ticket reached R$ 555,17, another strong indicator of consumer confidence and their willingness to spend more during Black Friday
Success was also driven by the payment of the first installment of the 13th salary, that helped boost sales volume. However, the high demand revealed persistent challenges: on November 29, Reclame Aqui recorded a significant volume of complaints, with the main criticisms related to misleading advertising, delays in delivery and unavailability of advertised products
With a heated market and improved strategies, 2024 marks a year of economic recovery, consumer confidence and innovation in retail. 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 strengthening the Brazilian economy
Temporary vacancies at the end of the year
The period of Black Friday and year-end holidays, in addition to the warming of the market and increase in retail sales, it is also known for the growth of temporary positions. The Mission Brazil, for example, projects a 43% increase in missions, fundamental to ensure on-demand work during this time. This type of operation, in addition to helping ensure the availability of products even with an increase in orders, it also generates a significant income for temporarily hired professionals, injecting resources into the economy.
