In a study conducted by Brazil Panels Market Research Consultingin partnership with a Vasques Connection Digital Marketing Agency, Deep details have been revealed about consumer behavior for this year's Black Friday.
“The data reveals an increasingly informed and cautious consumer in their purchase decisions for Black Friday, which values transparency and genuine offers. Mistrust around false discounts remains, which means that retailers must invest in honest campaigns and attractive payment conditions, such as interest-free instalment”, says Claudio Vasques, CEO of Brazil Panels and Connexo Vasques.
The survey showed that knowledge about the date of Black Friday varies between genders and regions. Among the women interviewed, the 47.7% know the exact date the event, compared to 39.1% of men.
This difference reflects the more pronounced female familiarity with the date, possibly linked to interest in planning and seeking promotions Vases, this information highlights the need for more targeted marketing campaigns.
Regionally, date knowledge varies significantly: 47.41 Tp3T of respondents in the Southeast and 45,5% in the Midwest know exactly when Black Friday is happening, while 34.61 Tp3T of Northern respondents they show less familiarity with the event, pointing out the need to intensify marketing actions to reach this population more effectively.
Expectations and level of interest of consumers for Black Friday
The survey also pointed out that female audiences have higher expectations for Black Friday, with 34,1% of women showing great anxiety, compared with 23% men's. Meanwhile 41.9% for women and 39.1% for men the data indicate a higher anticipation among women, reinforcing their interest in planning for the purchases of the event.
Consumers also prioritize certain benefits in Black Friday offerings, highlighting:
- comprehensive promotions across multiple product categories;
- great discounts on specific items;
- free shipping;
- installment without interest;
- cashback.
This profile demonstrates that the consumer values variety, facilitated payment options and significant discounts, showing the expectation for a shopping experience with multiple advantages.
Consumers have high expectations regarding discounts, with 44,3% considering that only offers above 50% are really advantageous. Others 29.6% expect discounts from 41% to 50% to consider the purchase. Only a small portion, 2,9%, considers discounts between 10% and 20% advantageous.
Vasques notes that the Brazilian public is increasingly skeptical about promotional offers, showing that transparency will be the competitive differential to win the trust of customers.
The research also highlighted that 42,3% of consumers in the North region never participated in Black Friday, pointing to an engagement gap in the region. According to Vasques, resistance may be related to factors such as limited logistics, high freight cost and less access to effective promotional campaignsspecific strategies to make Black Friday more accessible and attractive to Northern consumers can help broaden membership and strengthen the relationship with these customers.
Research habits and purchase intent
Consumers have revealed a judicious approach to Black Friday, with 62,3% stating that they always check the prices of the products in advance, while 23,8% do this occasionally. Only 6.8% rarely and 7,2% never check prices. Such behavior indicates an audience attentive to price variations and willing to plan to ensure good business.
In terms of purchase intent, 27,9% of consumers claim they will certainly make purchases, and 32,7% will probably do. Research reveals that the most sought after products are electronics (50,1%) and household appliances (50,6%), followed by fashion & accessories (32,4%) and beauty & personal care (30,2%).
Purchase preferences: online or in physical stores?
Most consumers, however 40,7%, prefers to buy online, but also values the experience in physical stores, while 19,4% buy online only and 13,2% in physical stores, and can also buy online. These data reveal consumers who seek convenience and variety, indicating the importance of multichannel strategy to meet these preferences.
Another interesting fact is that 49,2% of respondents are unaware of price comparators, which points to an opportunity for the market to educate consumers about these tools, helping them find the best deals with more confidence and practicality.
Final thoughts by Claudio Vasques
The CEO of Brazil Panels and Vasques Connection also points out that brands that can meet these expectations, with real offers and a simplified shopping experience, will be better positioned to take advantage of the potential of the date.
