The Black Friday 2024 Purchase Intention Survey, conducted by Tray, Vindi, Bling, and Melhor Envio, brands of LWSA, shows that investment in branding and marketing is important for companies to achieve good sales performance.For 65% of consumers, online ads, followed by social media (59%) and digital influencers (19%), influence their desire to purchase.
The survey shows that for 57% of respondents, the company's 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.
“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.
Most consumers (75%) said they plan to shop for Black Friday on marketplaces, followed by the brands' own websites. The main reasons cited for the intention to purchase on marketplaces were free shipping (59%), better prices (55%), and the possibility of buying different items in the same store (38%).
For 60%, shipping is a deciding factor in purchasing
With Black Friday already present on the Brazilian retail calendar for years, LWSA's research indicates a maturing in consumer behavior. 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 a consumer give up buying even when faced with a good offer on Black Friday, the following were cited as the main criteria:
- Shipping rates (57%)
- Prices higher than in periods without supply (50%)
- Not trusting the store (45%)
- Low rating on reputation sites (43%)
- Bad reviews on social media (42%)
- The discount/offer is not 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.
Other research highlights
Increase in purchase intent:96% of consumers plan to shop online on Black Friday 2024. Of them, 87% made purchases in the same period in 2023.
Bills:
- 54% expect to spend more than R$1,000.00 on Black Friday 2024 purchases.
- 58% consider the possibility of installments as a decisive factor in the purchase.
- 44% plan financially for Black Friday
Payment Methods
- 75% of consumers prefer to pay with credit card.
- 81% plan to use their credit card for online purchases and 75% for purchases in physical stores.
“On Black Friday, consumers prefer to pay in installments on credit cards due to the possibility of spreading out payments without compromising their budget, in addition to maximizing benefits such as miles and cashback. The trust in credit cards and the growing popularity of PIX, which offers convenience and instant gratification, are factors that highlight consumers who seek flexibility and financial control. For retailers, these options increase the average ticket, eliminate purchase objections and guarantee immediate liquidity, which is especially useful during periods of high demand,” he says.Monisi Costa, Payments Director at Vindi.
Most Wanted Product Categories
- 51% plan to buy electronics
- 46% intend to buy clothes
- 45% want to buy household appliances
Factors that influence the desire to purchase
- 65% cited internet ads
- 59% social networks
- 19% digital influencers
Purchase Abandonment Factors
- 57% gave up on purchasing due to shipping fees.
- 50% would not buy if prices were higher than in periods without supply
“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, 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.
