Over the years, Black Friday is no longer limited to a single Friday of discounts, stretching throughout the month and now being called Black November. With the approach of this event that is so important for retail, a Rcell, one of the largest technology distributors in the country, conducted proprietary research with the main regional retailers from 13 states in Brazil. The results indicate a widespread expectation of an increase in the average ticket and the total sales volume for this year
The survey found that around70% of retailers interviewedthey expect revenue growth compared to 2023, that had the highest historical sales in units. Furthermore, strategies such as the useintensive email marketing, WhatsApp for communication and promotions, and active telemarketing, were highlighted as the main tools to engage customers and boost sales.
"This Black November of this year is the great opportunity for Brazilian retailers", both to increase your revenues, how much to strengthen your brands in the market. Positive expectations prevail, and the data we collected shows that, with strategic planning and efficient use of marketing tools, retail can achieve significant results on this highly anticipated date, says Alexandre Della Volpe Elias, CMO of the Rcell Group
The research also revealed that for75% of retailersBlack November promotion planning beginstwo months before the eventThe main strategy adopted to prepare for the increase in demand is the anticipation of negotiations with suppliers, thus ensuring an adequate stock to meet the sales flow
Another point highlighted in the study is the attention given tocustomer experience, where73% of retailers adopt improvementsbased on customer feedback and have prioritized the communication of offers, the logistics, assortment of products on sale, payment terms, product information, in addition to the investment in technology, improving the navigation and usability of websites and applications
"The focus of retailers is to ensure that every contact is an opportunity to positively surprise the consumer", reinforcing trust in the brand. This concern in listening to customers and taking into account the feedback received shows the constant effort to create a shopping experience increasingly aligned with the needs and desires of the audience, explain Elias
The study also showed that50% of the purchasing decision-making audience is female and the predominant age range is between 35 and 50 years oldIn addition, 80% of respondents stated that the average purchase ticket ranges from R$ 500 to R$ 1.500,00To reach this audience, retailers are betting on channels like social media and WhatsApp to increase the effectiveness of offers and on promotions focused onsmartphones, household appliances, electronic devices and computer science.
Evaluating from the consumer's side, according to research released by NielsenIQ GfK Brazil, the year 2024 shows good performance in the main seasonalities of the year. In comparison to 2023, The January clearance sale had a 5% increase in revenue, Consumer Week increased 23% in unit sales and 10% in revenue, Mother's Day saw a growth of 14% in units and 5% in revenue, and Black November tends to follow this trend
The trend is that in 2024, due to the climatic eventThe Girlduring the period, products like coffee maker, wash and dry, hair dryer and products related to greater comfort and practicality on cold days. In general, according to the study, the category that also tends to maintain good results is that of refrigerators, with a 15% increase in demand
The research highlights, also, what consumer behavior is likely to change in relation to 2023, that is, theywill be more comfortable investing this yearone of the main reasons for investment is the exchange of broken or old products and the purchase of products by recommendation
The consumer profile is another data point that stands out in the research: 57% are women up to 44 years old, consolidating the female audience as a purchasing decision-maker. The choice of retail type is another significant point during Black November, with 64% opting for retailers that offer the best prices, 28% for those that offer free delivery, 25% opt for availability, 17% for the installment payment and 16% for the ease of comparing products. This last one highlights one of the reasons retailers invest in technologies and better navigation of their websites
Another important piece of data is that the online channel has shown stabilization in recent years, but still remains the protagonist of seasonality: throughout the year around25% of the shifts are purely physical, in Black November they represent 22%, reflecting the importance of digital during the month of promotions.
Although the investment in digital marketing strategies, together with attention to customer experience stands out as a differentiator for retailers seeking an edge in this competitive period, adjusting the offers to the new scenario of new consumer demands proves to be even more advantageous for maximizing sales, making Black November not just a profitable event, more aligned with emerging trends. "The combination of strategies and the anticipation of new consumer behaviors can ensure much more significant results", concluded Elias
