Black Friday is one of the most anticipated events of the year for commerce, and the growth of e-commerce in Brazil has further expanded sales opportunities. According to data from Confi.Neotrust/ClearSale, during the 2024 Black Friday weekend, Brazilian e-commerce generated approximately R$ 9.3 billion, a 10.5% increase compared to 2023, with 17.9 million orders, up 13.1% from the previous year.
With WhatsApp consolidating as one of the most effective sales channels, retailers looking to take advantage of Black Friday need to be prepared to maximize their sales potential on the platform. According to André Campos, CEO of VendiZap, success starts with strategy and organization: “WhatsApp is not just a communication channel, it has become a powerful sales tool. Those who plan well and organize their offers can turn messages into concrete results,” he says.
To assist in this process, the expert shares five essential strategies:
1. Early planning Organize sales activities in advance, including product catalogs, detailed descriptions, inventory control, evaluation of promotions, financial calculations, and setting realistic goals. Planning ensures that operations are not overwhelmed during peak sales.
2. Clear and simple promotions Develop offers that are easy to understand, avoiding complex rules or confusing discounts. Direct promotions increase consumer confidence and streamline the purchasing process.
3. Aligned communication across all channels
Integrate Black Friday promotion on social media, ads, post calendars, and automatic WhatsApp messages. Consistent communication attracts customers and increases campaign effectiveness.
4. Offer ready options
Provide combos and kits directly on WhatsApp catalog. In addition to increasing the average ticket value, this practice makes the shopping experience more convenient and appealing.
5. Urgency and exclusivity triggers
Encourage purchase decisions with messages conveying scarcity or exclusivity, such as “last units”, “promotion valid until midnight”, or “exclusive kit for WhatsApp customers”. These triggers work especially well in direct messaging channels.
According to Campos, a well-planned and aligned execution of the entire operation makes all the difference in the final result: “Retailers that combine attractive offers, clear communication, and customer focus have much better chances of turning Black Friday into a period of real growth. Every message sent via WhatsApp can be the sale that was needed to meet the targets,” the expert concludes.
