Black Friday, traditionally associated with a single day of major promotions, is transforming into a phenomenon that extends throughout the entire month of November and requires early marketing planning. OnesurveyConducted by RTB House estimated that, globally, November generates up to 20% more conversions than the second largest peak of the year. In Brazil, in 2023, there was an average increase of 83% in advertisers' revenue during the same period compared to September, with higher conversion rates, which can be attributed to consumers waiting for promotional periods to concentrate more purchases or to make larger investments.
The report also shows that Black Friday creates unique opportunities for brands to attract new consumers or engage old users, and that this can significantly impact the period's results. The number of users engaging with Black November promotions is up to 4.5 times higher, and 3.7 times more inactive users, those who haven't visited the advertiser's website in the last 30 days, make purchases.
The data also shows that prospecting campaigns launched from the third quarter onwards tend to be effective, resulting in greater brand recall and stronger consumer engagement when the promotion period actually begins.
Brazilian market performance
Although in 2023 online platforms experienced a decline in sales during the Black Friday weekend (a 14.4% decrease compared to the previous year from Thursday to Saturday), the study also presents some market data indicating that, when considering the entire month of November, Brazilian retail recorded a 2.2% increase in sales. The data crossover reinforces the importance of anticipating promotions and working with the concept of Black Friday in an extended manner, permeating the entire month of November.
Among the categories that most drove this growth were office equipment, furniture and appliances, and clothing. The ones that stood out for the largest discount peaks are fashion and footwear, supermarkets and delivery, and beverages.
Checklist para Black November 2024
Finally, the report provides a checklist with essential tips to ensure the success of Black November. In summary
- Spread out your investments: Instead of focusing on a single day, brands can extend promotions throughout the entire month.
- Warm up your user base: Launch prospecting campaigns early to increase engagement and brand recall.
- Attract new customers and engage inactive ones: Use the promotional period to expand your consumer base and incentivize dormant users.
- Stand out from the competition: offer real discounts and invest in platforms that give visibility to your brand, such as pages dedicated to categories.
You can check the full reportclicking here.
