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 the proximity of this very important event for retail, Rcell, one of the largest technology distributors in the country, conducted a proprietary survey 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 growth in revenue compared to 2023, which had the highest sales in units in history. Furthermore, strategies such as the use ofIntensive email marketing, WhatsApp for communication and promotions, and active 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 revenues and to strengthen their brands in the market. Positive expectations prevail, and the data we 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 Grupo Rcell.
The research also revealed that for75% of retailersBlack November promotion planning beginstwo months before the event.The main strategy adopted to prepare for the increase in 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 tocustomer experience, where73% of retailers adopt improvementsbased on customer feedback and have prioritized the communication of offers, logistics, product range on offer, payment conditions, product information, in addition to investing in technology, improving navigation and usability of websites and applications.
“Retailers are focused on ensuring that each contact is an opportunity to positively surprise consumers, reinforcing their trust in the brand. This concern for 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 that50% of the purchasing decision-making public is female and the predominant age range varies from 35 to 50 years old.Furthermore,80% of those interviewed stated that the average purchase price ranges from R$500 to R$1,500.00.To reach this audience, retailers are relying on channels such as social media and WhatsApp to increase the effectiveness of offers and promotions focused onsmartphones, home appliances, electronics and computers.
From the consumer's perspective, according to a survey released by NielsenIQ GfK Brazil, the year 2024 shows good performance in the main seasonal periods of the year. Compared to 2023, the January Sale experienced a 5% increase in revenue, Consumer Week saw a 23% increase in unit sales and a 10% increase in revenue, and Mother's Day had a 14% growth in units and a 5% increase in revenue, and Black November is expected to follow this trend.
The trend is that in 2024, due to the climate eventThe GirlDuring the period, products such as coffee makers, washer and dryer, hair dryers, and items related to greater comfort and practicality on cold days. Overall, according to the study, the category that also tends to maintain good results is refrigerators, with a 15% increase in demand.
The research also highlights that consumer behavior tends to change in relation to 2023, that is, theywill be more comfortable investing this yearand one of the main reasons for investment is to exchange broken or old products and purchase products based on recommendations.
The consumer profile is another noteworthy aspect of the research: 57% are women up to 44 years old, consolidating the female audience as the decision-maker in purchases. 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 with free delivery, 25% for availability, 17% for installment payments, and 16% for ease of comparing products. This last one highlights one of the reasons why retailers invest in technologies and improved navigability of their websites.
Another important fact is that the online channel has stabilized in recent years, but it is still a protagonist of seasonality: throughout the year around25% of journeys are purely physical, in Black November they represent 22%, reflecting the importance of digital during the month of promotions.
Although investing in digital marketing strategies, along with focusing on the customer experience, stands out as a differentiator for retailers seeking an edge in this competitive period, adjusting offerings to the new landscape of consumer demands proves even more advantageous for maximizing sales, making Black November not just a profitable event but also aligned with emerging trends. "The combination of strategies and anticipation of new consumer behaviors can ensure much more significant results," concludes Elias.
