The Purchase Intentions Survey, conducted by Tray, Bling, Melhor Envio, and Vindi, brands of LWSA, with over 3,000 people across the country, shows that Brazilian consumers are preparing themselves increasingly earlier for Black Friday. According to the survey, 62% of consumers intend to spend up to R$3,000 on promotions, while 64.3% are planning their purchases, 44% have been saving money in recent months and 20.3% will set aside part of their 13th salary to take advantage of the offers.
According to the survey, 96% of consumers plan to shop online on Black Friday 2024. Of them, 87% made purchases in the same period in 2023. Among the most searched products, 51% stated they plan to buy electronics (smartphones, computers, TVs), 46% plan to purchase clothing, and 45% want to buy appliances.
Most consumers (75%) said they plan to shop for Black Friday on marketplaces, followed by the brands' own websites, and regarding payment methods, 75% prefer to pay with a credit card, 23.2% with PIX, and 83% intend to split their purchases into up to 12 installments.On Black Friday, installment payments on credit cards are preferred by consumers due to the possibility of spreading payments without compromising the budget, as well as maximizing benefits such as miles and cashback. Confidence in credit cards and the growing popularity of PIX, which offers convenience and instant gratification, are factors that highlight a consumer seeking flexibility and financial control. On the retailers' side, these modalities increase the average ticket, eliminate purchase objections, and ensure immediate liquidity, especially useful during periods of high demand, evaluatesMonisi Costa, Payments Director at Vindi.
Brands' social networks and advertisements are the main attraction for consumers
The Purchase Intention survey for Black Friday 2024 shows that consumers start researching products and prices in advance. For 57%, company websites and social media are the main way to get information about discounts.Profiles focused on promotions and discounts on social media (24%), promotional emails (37%), price comparison websites (25%), WhatsApp channels and/or groups focused on discounts (20%), digital influencers (18%), and store/brand newsletters on WhatsApp (17%) are other means of promotion research used by consumers.
They also revealed the factors that influence purchasing: 65% cited online ads, 59% social media, and 19% digital influencers. “In this pre-Black Friday period, knowing consumer habits and where the sources they trust to make purchasing decisions are is a big differentiator for retailers. And the big news that draws attention this year compared to last year is the consolidation of offer channels on messaging apps, such as WhatsApp and Telegram. This shows that in a short time this option has become the preferred choice of Brazilians, even surpassing other well-established options, such as influencers, for example,” he said.Marcelo Navarini, director of Bling.
Shipping is a deciding factor in purchasing
Almost 60% of respondents state that the shipping cost is a very important and decisive factor for online purchases. Almost 40% of respondents would not be willing to pay a higher shipping fee to receive their product more quickly.
Among the points listed in the survey about what would make consumers give up on purchasing even with a good Black Friday offer were shipping fees (57%), higher prices than non-sale periods (50%), lack of trust in the store (45%), low ratings on reputation sites (43%), negative reviews on social media (42%), and the discount/offer not being attractive enough for Black Friday (40%).
“With the consolidation of Black Friday in Brazil, consumers have started to analyze the offers for the period more carefully, seeking to compare prices, learn about the company’s reputation on sales websites, among other factors before deciding to buy. This highlights the importance of retailers clearly highlighting the differences and benefits they offer, ensuring effective communication of the advantages associated with the purchase to their customers. In addition, the date demonstrates the need for retailers to cultivate good relationships with their customers and good reviews throughout the year so that their offers are enhanced by the respect earned by their brand.”analysisThiago Mazeto, director of Tray.
According to the survey, 57% gave up on the purchase due to shipping fees and 50% revealed they would not buy if prices were higher than during non-sale periods. “During Black Friday 2024, offering free shipping on specific products or for purchases over a certain amount creates an irresistible incentive for consumers to complete their purchases, increasing the value of the cart. Highlighting the speed of delivery as a competitive advantage, promoting short delivery times and meeting them consistently, is important because it will make that customer create a positive impression and be more likely to buy from the same store again,” he says.Vanessa Bianculli, marketing manager at Melhor Envio.
For the study, at the request of LWSA, Opinion Box interviewed 3,087 consumers aged over 16 from all over Brazil and all social classes, between September 12 and 23, 2024. The margin of error of the survey is 1.7 percentage points.
