I will wait for Black Friday to buy that product I want. For a long time, this phrase was frequently spoken by the population, who eagerly awaited this time of year to purchase items at a price lower than usual. However, for some time now, the market has been noticing a certain frustration among consumers, who have been encountering offers that are not very attractive or even products advertised as "discounted," but which still have the same prices as in other periods of the year. So, is it still worth participating in Black Friday? If your company knows how to prepare itself, definitely.
The growing wave of interest during this period that Brazil had been experiencing in recent years declined in 2023, a year that recorded sales below expectations. What was seen here last year was a weaker movement by brands regarding the promotion 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 aimed to make purchases on Black Friday. However, of these, only 54% actually made a purchase, in addition to 44% who bought less than they had initially estimated. Of course, there are several reasons that impacted this decline – but, among them, the issue of false offers has certainly been one of the worst mistakes made by companies, which end up advertising discounts on their products at the same prices they are usually sold for.
It is common for companies not to plan for an imminent increase in sales during this period, which results in stock shortages and consequently a poor customer experience, with customers ending up purchasing something that cannot be delivered or with delivery times that are too long. A huge lack of care in the entire transportation logistics, which fails to keep up with this high demand.
Although many customers have developed a quite negative perception of Black Friday, it is still considered an excellent time to boost sales, regardless of size or sector. Besides, of course, being a great opportunity to increase their market presence, since people are inclined to buy new products from new brands.
In the case of companies that are not necessarily retail or B2C sales, they do not need to limit themselves to offering special packages only on the date, but also throughout the entire week or even the whole month. It is possible, for example, to offer discounts on some services, form partnerships, or boost sales for companies that serve the end customer. There are several possibilities to enjoy this time with positive results.
For this, careful and提前 planning can contribute to these achievements and minimize all the problems pointed out earlier. In practice, he needs to involve considerations such as calculating the necessary stock to meet the increased demand during the period, ensuring that products are sold and do not accumulate in inventory after the date; organizing the store, whether online or physical, to accommodate the higher flow of customers; and defining the best delivery process for the product to the customer, thus avoiding delays and frustrations.
If questioned: which products do I want to sell on Black Friday? What items do customers usually buy during this time? How are my competitors planning for this date? Does my company have the technical capacity to accommodate more accumulated customers in the same period, ensuring a good experience for them on their journey? Do I need to strengthen my team? Can the payment methods used handle a high volume? Which communication channels should I use to promote my promotions (social media, emails, SMS, RCS)?
It may seem like a lot, but the answers to all these questions will provide a comprehensive and complete analysis of your company's capacity and what adjustments need to be made to reap mature benefits 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 themselves to stand out and ensure a good reputation with their current and future customers.
