Over the years, Black Friday has ceased to be limited to a single Friday of discounts, extending throughout the month and now being called Black November. With this important retail event approaching, Rcell, one of the largest technology distributors in the country, conducted proprietary research with leading regional retailers in 13 Brazilian states. The results indicate a widespread expectation of an increase in average order value and total sales volume this year.
The survey found that around 70% of retailers interviewed expect revenue growth compared to 2023, which had the highest historical sales in units. Furthermore, strategies such as the intensive use of email marketing, WhatsApp for communication and promotions, and proactive telemarketing were highlighted as the main tools for engaging customers and boosting sales .
“This year’s Black November is a great opportunity for Brazilian retailers, both to increase their revenue and to strengthen their brands in the market. Positive expectations prevail, and the data we have collected shows that, with strategic planning and efficient use of marketing tools, retailers can achieve significant results on this highly anticipated date,” says Alexandre Della Volpe Elias, CMO of the Rcell Group.
The research also revealed that for 75% of retailers, planning for Black November promotions begins two months before the event. The main strategy adopted to prepare for increased demand is to anticipate negotiations with suppliers, thus ensuring adequate stock to meet the sales flow.
Another point highlighted in the study is the attention given to customer experience , where 73% of retailers adopt improvements based on customer feedback and have prioritized communication of offers, logistics, product assortment, payment terms, product information, as well as investment in technology, improving the navigation and usability of websites and applications.
“The focus of retailers is on ensuring that each interaction is an opportunity to positively surprise the consumer, reinforcing trust in the brand. This concern with listening to customers and taking into account the feedback received shows the constant effort to create a shopping experience that is increasingly aligned with the needs and desires of the public,” explains Elias.
The study also showed that 50% of the purchasing decision-making audience is female, and the predominant age range is from 35 to 50 years old. Furthermore, 80% of those interviewed stated that the average purchase amount ranges from R$ 500 to R$ 1,500. To reach this audience, retailers are investing in channels such as social media and WhatsApp to increase the effectiveness of offers, and in promotions focused on smartphones, home appliances, electronics, and computers .
From the consumer's perspective, according to research released by NielsenIQ GfK Brazil, 2024 shows good performance in the main seasonal events of the year. Compared to 2023, the January Sale saw a 5% increase in revenue, Consumer Week increased by 23% in unit sales and 10% in revenue, and Mother's Day saw a 14% increase in units and 5% in revenue, and Black November is expected to follow this trend.
The trend is that in 2024, due to the La Niña during that period, products such as coffee makers, washer-dryers, hair dryers, and products related to greater comfort and convenience on cold days will see increased demand. Overall, 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 also highlights that consumer behavior tends to change in relation to 2023, that is, they will be more comfortable investing this year and one of the main reasons for investment is the replacement of broken or old products and the purchase of products based on recommendations.
The consumer profile is another striking finding of the research: 57% are women up to 44 years old, solidifying the female audience as purchase decision-makers. The choice of retailer is another important factor during Black November, with 64% opting for retailers offering the best prices, 28% for those with free delivery, 25% for availability, 17% for installment payments, and 16% for the ease of comparing products. This last point highlights one of the reasons retailers invest in technology and improved website navigability.
Another important piece of data is that the online channel has stabilized in recent years, but it still remains a protagonist of seasonality: throughout the year, around 25% of journeys are purely physical, while during Black November they represent 22%, reflecting the importance of digital during the month of promotions .
Although investing in digital marketing strategies, along with attention to customer experience, stands out as a differentiator for retailers seeking to stand out in this competitive period, adjusting offers to the new scenario of emerging consumer demands proves even more advantageous for maximizing sales, making Black November not only a profitable event but also aligned with emerging trends. "The combination of strategies and anticipation of new consumer behaviors can guarantee much more significant results," concludes Elias.
