We are approaching one of the most important dates for Brazilian retail: Black Friday. However, it's necessary to understand that market dynamics have changed in recent years, and advertisers need to adapt to these transformations to make the most of the opportunities offered during this period.
We can say that in the last two years, the Black Friday weekend has generated some frustration, falling short of general expectations – even though the retail performance for the month as a whole has shown consistent increases year after year. This brings increasing market attention to what is known as Black November.
In 2023, Black Friday generated R$4.5 billion in online commerce, 14.4% less than the previous year. However, considering the entire month of November 2023, Brazilian retail registered a 2.2% increase compared to the same period in 2022, according to IBGE (Brazilian Institute of Geography and Statistics). A global survey conducted by RTB House showed that November generates up to 20% more conversions than the second-highest peak of the year (December), reflecting the importance of strategic planning that goes beyond just Black Friday.
For many consumers, Black November is an opportunity to save money and make larger investments, as many await this period to make significant purchases. Therefore, while previously the expectation was limited to a single day of deals, today the event is spread out, with consumers expecting a longer period of promotions.
Planning and anticipation are fundamental.
To ensure the success of your efforts during one of the most important times for e-commerce, it's crucial to plan short, medium, and long-term strategies. To leverage the full potential surrounding this date, it's important to prepare your brand and website now for the sales scaling opportunity we all aim for in November.
Data from RTB House on Black Friday shows that advertisers who invest in prospecting campaigns starting in the third quarter of the year tend to achieve better results in November, mainly because they build a larger base of potential users to scale conversion campaigns such as retargeting.
This is because during Black November there is a 4.5-fold increase in the number of users engaging with brands, and a 3.7-fold increase if we look at inactive users, which highlights the potential of the date to increase the customer base through prospecting and engagement campaigns.
Media planning checklist for Black Friday
- Spread out your investments: instead of a fixed date, invest in a Black November approach and start the offers a few days or weeks in advance;
- Increase and warm up your user base in advance: starting in the third quarter, invest in prospecting campaigns to fatten the sales funnel and enable scaling in conversion volume in November;
- Differentiate yourself from the competition: create exclusive opportunities or discounts, such as specific discount pages with partner brands (co-branding);
- Know your audience: conduct A/B testing in advance to understand which messages, creatives, and offers work best with your audience;
- Include other areas in the planning: check the integration of inventory and logistics with e-commerce, in order to avoid tagging and feed errors;
