The Black Friday 2024 reaffirmed its role as the biggest event in Brazilian retail, bringing significant results and consolidating growth trends. According to the Retail Performance Index (RPI) released by HiPartners, the period recorded significant gains in both visitor footfall and revenue, demonstrating strong consumer engagement and the success of the adopted commercial strategies.
Shopping centers led the growth, with a 17% increase in visitor traffic during Black Friday Friday compared to the same day in 2023. Physical stores also showed positive performance, with a 15% increase in the period.
“The results of Black Friday 2024 reinforce the strategic importance of this event for Brazilian retail. The growth in visitor footfall and the performance of key segments, such as cosmetics and apparel, demonstrate the consumer potential and market resilience, even in the face of economic challenges. However, regional disparities and declines in some categories indicate opportunities for adjustments and innovations in sales and marketing strategies for the coming years.” highlights Flavia Pini, a partner at HiPartners.
However, despite the overall success, revenue on Friday recorded a 1.02% decrease compared to the previous year, suggesting changes in consumer behavior and promotional dynamics.
“The revenue of Black Friday 2024 brought solid results, with a 6% growth for the week compared to 2023. The 1% drop on BlackFriday’s Friday may be associated with various factors such as the migration of part of the consumers to e-commerce platforms, but overall, the performance reflects the success of the commercial strategies adopted and the confidence of consumers in physical stores to shop at the largest event in Brazilian retail,” said Henrique Carbonell, CEO of F360, a financial management platform that provides sales data to compose the analysis.
Monthly Performance
When looking at November 2024 as a whole, the foot traffic in physical stores grew by 3% compared to November 2023. When compared to October 2024, the impressive increase was 41%. These numbers highlight the relevance of Black Friday as a consumption catalyst in the month, even though in some categories the promotional week’s performance has exceeded that of the month.
However, the regional performance revealed striking contrasts. While the Northeast and the Southeast showed strong growth in foot traffic on Black Friday (+22% and +18%, respectively), the Midwest and the South recorded significant declines, with the Midwest experiencing a decrease of 31%.
Highlights by Segment
Segments also showed disparities. The category of “Pharmaceutical, medical, orthopedic, perfumery, and cosmetics articles” was the absolute highlight, with a 68% growth on Black Friday compared to the previous year. In contrast, segments like “Office equipment and materials, computer and communication” recorded a sharp decline (-75%).
