Black Friday 2024 promises to be one of the most impactful shopping events of the year, scheduled for November 29. Among the most searched items by product categories, refrigerators lead the searches, followed by fans, iPhones, TVs, and sneakers. The survey was conducted by FGV/CEMD (Center for Digital Marketing Studies of the Getulio Vargas Foundation), using the Buzzmonitor software. According to the Center, the term “Black Friday” has already generated over 49,000 mentions on social media in the last seven days since October 29.
The Coordinator of FGV/CEMD, Lilian Carvalho, highlights that the Brazilian economic scenario in 2024 shows signs of recovery and optimism, partly boosted by the payment of the 13th salary, which increases consumers’ purchasing power. Luxury items, on the other hand, are not at the top of wish lists, indicating that although the moment is positive, the search for stability and functionality still guides purchase decisions during this important retail event.
“Even with this improvement, this year’s Black Friday reveals a clear trend: consumers are prioritizing the purchase of essential home items, such as refrigerators and TVs, as well as daily use products like fans and sneakers. This reflects a caution still present among Brazilians, who, despite favorable economic conditions, prefer to invest in products that offer practical and immediate utility,” says Lilian Carvalho.
Instagram stands out as the platform with the highest volume of mentions, concentrating 87% of interactions, and according to the analysis, the majority of discussions are led by women (71%).
“Surprisingly, 97% of posts have a positive sentiment, indicating a widespread optimism about the event, unlike in previous years when consumers were hesitant about the real advantage of taking advantage of the promotions,” evaluates the FGV/CEMD coordinator.
Regarding the engagement of major retail chains on social media, Havan stands out on Instagram, occupying the top three positions with over 57,000 interactions. On Facebook, the most engaged brands so far are, in order, Havan, Leroy Merlin, Pernambucanas, and Magazine Luiza. On X/Twitter, Americanas leads in interactions.
In October alone, the term Black Friday had over 380,000 searches on Google. The most searched brands by consumers include, in this order: Vivara, Casas Bahia, Amazon, Americanas, Boticário, Magalu, Mercado Livre, Claro, Kabum, Decolar, Natura, TIM, Sephora, Azul, and CVC.
