We are approaching one of the most important dates for Brazilian retail: Black Friday. However, it is important to understand that the market dynamics have changed in recent years, and advertisers need to adapt to these transformations to make the most of the opportunities of the period.
We can say that in the last two years, the Black Friday weekend has caused some frustration, falling short of overall expectations – even though retail performance for the month as a whole has been showing consistent increases year after year. This increasingly draws the market's attention to the so-called Black November.
In 2023, Black Friday generated R$ 4.5 billion in online commerce, 14.4% below the amount spent the previous year. However, when considering the entire month of November 2023, Brazilian retail recorded a 2.2% increase compared to the same period in 2022, according to IBGE. Alreadya global survey conducted by RTB Houseshowed 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 Friday.
For many consumers, Black November is an opportunity to save and make larger investments, as many wait for this period to make significant purchases. As a result, while previously the expectation was limited to a single day of offers, today the date is spread out, with consumers waiting for a longer promotional period.
Planning and anticipation are essential
To ensure the success of your efforts during one of the most important moments for e-commerce, it is essential to plan short, medium, and long-term strategies. To fully leverage the potential around the date, it is important to already prepare your brand and your website for the sales scale opportunity we aim for in November.
RTB House Black Friday dataIt shows that advertisers who invest in prospecting campaigns starting from 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 3.7-fold if we look at inactive users, which highlights the date's potential to increase the customer base through prospecting and engagement campaigns.
Black Friday Media Planning Checklist
- Dilute your investments:instead of a fixed date, invest in a Black November approach and start the offers a few days or weeks in advance;
- Grow and warm up your user base early:from the third quarter onwards, invest in prospecting campaigns to fatten the sales funnel and enable scale in the volume of conversions 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:Run A/B tests early 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;
