Brands' website and social networks are the main sources of search for Black Friday deals

The Shopping Intent Survey for Black Friday 2024, conducted by Tray, Vindi, Bling and Best Shipping, LWSA brands, that investment in brand and marketing is important for companies to perform well in sales. For 65% of consumers, internet ads, followed by social networks (59%) and digital influencers (19%) influence their desire to buy.

The survey shows that for 57% of respondents the websites and social networks of companies are the main way to inform themselves about discounts. Profiles focused on promotions and discounts of social networks (24%), promotional emails (37 %), price comparison sites (25%), channels and/or groups on WhatsApp focused on discounts (20%), digital influencers (18%) and informative stores/brands on WhatsApp (17%) are other means of promotion research used by consumers.

“In this pre-Black Friday period, knowing the consumer habits and where the sources are in which he trusts to decide the purchase is a great differential for retailers. And the great novelty that draws attention this year compared to the previous one is the consolidation of the channels of offers in messaging applications, such as WhatsApp and Telegram. This shows that in a short time this option already figures in the preference of the Brazilian, including surpassing other well-established, such as influencers, for example”, he said Marcelo Navarini, director of Bling.

Most consumers (75%) said they want to shop for Black Friday on marketplaces, followed by their own websites.The main reasons for the intention to buy on the marketplaces were free shipping (59%), better prices (55%) and the possibility of buying different items in the same store (38%).

For 60%, freight is a decision-making factor of purchase 

With Black Friday already present for years in the Brazilian retail calendar, the LWSA survey points to a maturation in consumer behavior. Almost 60% of respondents say that the value of shipping is a very important and decisive factor for online purchases. Almost 40% of respondents would not be willing to pay a more expensive shipping amount to receive their product more quickly.

Among the points listed in the survey on what would make the consumer give up buying even in the face of a good offer on Black Friday were cited as main criteria:

• Freight rates (57%)
• Higher prices than in periods without offer (50%)
• Do not trust the store (45%)
• Low score 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 began to analyze more and more carefully the offers for the period, seeking to compare prices, know the reputation of the company on sales sites, among other points before deciding to buy. This highlights the importance of the shopkeeper clearly highlight the differentials and benefits it offers, ensuring effective communication of the advantages associated with the purchase for its customer.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 acquired by their brand.” analyzes Thiago 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.

Expenses:

• 54% expect to spend more than R$1,000.00 on Black Friday 2024 purchases.
• 58% consider the possibility of installment payments as a decisive factor in the purchase.
• 44% is financially planned for Black Friday 

Payment Methods

• 75% of consumers prefer to pay by credit card.
• 81% plan to use the credit card for online purchases and 75% for in-store purchases.

“Na Black Friday, credit card installment is preferred by consumers due to the possibility of diluting payments without compromising the budget, as well as maximizing benefits such as miles and cashback. Trust in the credit card and the growing popularity of PIX, which offers convenience and instant gratification, are factors that highlight a consumer who seeks flexibility and financial control.On the side of merchants, these modalities increase the average ticket, eliminate purchase objections and ensure immediate liquidity, especially useful in periods of high demand”, he evaluates Monisi Costa, Director of Payments at Vindi. 

Most desired product categories

• 51% plans to buy electronics
• 46% plan to buy clothes
• 45% want to buy household appliances

Factors that influence the desire to buy

• 65% cited internet ads
• 59% social networks
• 19% the digital influencers

Factors of Withdrawal from Purchase

• 57% have given up on purchase due to shipping charges.
• 50% would not buy if prices were higher than in periods without supply

“During Black Friday 2024, offering free shipping for specific products or for purchases above a certain value creates an irresistible incentive for consumers to finalize their purchases, increasing the value of the cart. Highlighting the speed of delivery as a competitive differentiator, promoting short delivery times and meeting them consistently, is important because it will make that customer create a positive impression and be prone to buy again in the same store”, he says Vanessa Bianculli, marketing manager of Best Shipping. 

*For the study, Opinion Box interviewed 3087 consumers, aged over 16 years 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.