We are approaching one of the most important dates for Brazilian retail: Black Friday. However, it is necessary to understand that the market dynamics have changed in recent years, and advertisers need to adapt to these transformations to get the most out of the opportunities of the period.
We can say that in the last two years the weekend of Black Friday generated some frustration, falling below the general expectations & yet the retail performance in the month as a whole has been showing consistent highs year after year. This brings more and more market attention to the so-called Black November.
In 2023, Black Friday moved R$ 4.5 billion in online commerce, 14.4% below the one handled in the previous year. However, when considering the entire month of November 2023, Brazilian retail recorded an increase of 2.2% compared to the same period of 2022, according to IBGE a global survey conducted by RTB House it showed that November generates more conversions by 20% than the second highest peak of the year (december), reflecting the importance of strategic planning that goes beyond Friday.
For many consumers, Black November is an opportunity to save and make larger investments, as many wait for this period to make significant purchases.In view of this, if before the expectation was restricted to a single day of offers, today the date is diluted, with consumers expecting a longer period of promotions.
Planning and anticipation are key
To ensure the success of your efforts at one of the most important moments for e-commerce, it is essential to plan short, medium and long-term strategies.To take advantage of the full potential around the date, it is important to prepare your brand and your website for the sales scale opportunity we aim for in November.
RTB House data on Black Friday they show that advertisers who invest in prospecting campaigns starting in the third quarter of the year tend to achieve better results in November, especially by building a larger base of potential users to scale conversion campaigns such as retargeting.
This is because during Black November there is a 4.5-fold increase in the number of users engaging with brands, and 3.7-fold if we look at inactive users, which underscores the potential of the date to increase the customer base from prospecting and engagement campaigns.
Media planning checklist for Black Friday
- Dilute your investments: instead of a fixed date, invest in a Black November approach and start offers a few days or weeks in advance;
- Grow and warm up your user base upfront: from the third quarter, invest in prospecting campaigns to fatten the sales funnel and enable scale in conversion volume in November;
- Differentiate yourself from the competition: create exclusive opportunities or discounts, such as specific discount pages with partner brands (co-branding);
- Know your audience: conduct A/B testing in advance to understand which messages, creatives, and offers work best with your audience;
- Include other areas in planning: check the integration of inventory and logistics with e-commerce in order to avoid tagging and feed failures;
