In a study conducted byBrazil Panels Market Research Consulting, in partnership withVasques Connection Digital Marketing Agency, in-depth details about consumer behavior for this year's Black Friday have been revealed.
“The data reveals that consumers are increasingly informed and cautious in their purchasing decisions for Black Friday, who value transparency and genuine offers. Distrust around fake discounts remains, which means retailers must invest in honest campaigns and attractive payment terms, such as interest-free installments,” says Claudio Vasques, CEO of Brazil Panels and Conexão Vasques.
The survey showed that knowledge about the Black Friday date varies between genders and regions. Among the women interviewed,47.7% know the exact dateof the event, compared to39.1% of men.
This difference reflects women's greater familiarity with the date, possibly linked to interest in planning and seeking promotions. According toVasques, this information highlights the need for more targeted marketing campaigns.
Regionally, knowledge of the date varies significantly:47.4% of respondents in the Southeastand45.5% in the Midwestknow exactly when Black Friday occurs, while34.6% of respondents from the Northdemonstrate less familiarity with the event, highlighting the need to intensify marketing actions to reach this population more effectively.
Consumer expectations and level of interest for Black Friday
The research also showed that female audiences have higher expectations for Black Friday, with34.1% of women showing great anxiety, compared to23% of men. About that,41.9% of women and 39.1% of menshows moderate expectation. The data indicate a higher anticipation among women, reinforcing their interest in planning for the event's purchases.
Consumers also prioritize certain benefits in Black Friday deals, highlighting:
- comprehensive promotions across multiple product categories;
- large discounts on specific items;
- free shipping;
- interest-free installments;
- cashback.
This profile demonstrates that the consumer values variety, easy payment options and significant discounts, showing the expectation for a shopping experience with multiple advantages.
Consumers have high expectations regarding discounts, with44.3% considering that only offers above 50% are really advantageous. Others29.6% expect discounts of 41% to 50%to consider the purchase. Only a small portion,2.9%, considers discounts between 10% and 20% advantageous.
Vasques notes that the Brazilian public is increasingly skeptical about promotional offers, highlighting that transparency will be the competitive advantage to gain customers' trust.
The research also highlighted that42.3% of consumers in the North region have never participated in Black Friday, highlighting a gap in engagement in the region. According to Vasques, resistance may be related to factors such aslimited logistics, high shipping costandless access to effective promotional campaigns, which limits engagement with the event. Specific strategies to make Black Friday more accessible and attractive to consumers in the North can help increase participation and strengthen the relationship with these customers.
Search habits and purchase intention
Consumers have revealed a judicious approach to Black Friday, with62.3% stating that they always check the prices of products beforehand, while23.8% do this occasionally. Just6.8% rarelyand7.2% never check prices. Such behavior indicates an audience that is attentive to price variations and willing to plan to ensure good deals.
In terms of purchase intention,27.9% of consumers say they will definitely make purchases, and32.7% will probably do so. Research reveals that the most sought after products areelectronics(50.1%) andhousehold appliances(50.6%), followed byfashion and accessories(32.4%) andbeauty and personal care (30,2%).
Shopping preferences: online or in physical stores?
Most consumers,40,7%, prefers to buy online, but also values the experience in physical stores, while19.4% buy only online,and13.2% in physical stores, but you can also buy online. This data reveals consumers who seek convenience and variety, indicating the importance of a multichannel strategy to meet these preferences.
Another interesting fact is that49.2% of respondents are unaware of price comparison sites, which points to an opportunity for the market to educate consumers about these tools, helping them find the best deals with more confidence and convenience.
Final considerations by Claudio Vasques
The CEO of Brazil Panels and Conexão Vasques also highlights that brands that are able to meet these expectations, with real offers and a simplified shopping experience, will be better positioned to take advantage of the date's potential.
