Magalu grew by double digits during the Black Friday of 2024. The company sold over 1.2 billion reais worth of products on just Friday, showing growth in all its sales channels (e-commerce, marketplace, and physical stores) and marking its best Black Friday in history. The number of customers who purchased on Magalu’s Black Friday increased by 16%, compared to last year.
On the date, Magalu’s app was the most downloaded in Brazil, all its brands (Magalu, Kabum, Época Cosméticos, and Netshoes) were among the most talked about on Twitter, and the company was a success in engagement with its Black Push promotional action. ‘This was truly a historic Black Friday for Magalu. In a year in which the company has been showing signs of recovery, with profits in all quarters, having a sales date as hot as this makes anyone in retail happy,’ says Fabricio Garcia, Magalu’s Vice President of Operations. ‘We managed to have a great Black Friday, with balanced margins and a gain in market share.’
TVs, smartphones, refrigerators, and washing machines were the standout categories on Black Friday, products that are ‘dream purchases’ and that customers traditionally await Black Friday to take advantage of discounts. But among the biggest growth were lines like supplements, musical instruments, babies, beauty, games, cleaning, wearables, and toys – with a focus on marketplace products that were already stocked in Magalu’s distribution centers, in fulfillment.
The company also leveraged the data to apply its credit strategy. Cartão Luiza stood out in installments and Digital CDC, and the option to pay with two cards made their debuts on Black Friday with impressive numbers. The increase in sales did not translate into an increase in complaints, with the NPS (Net Promoter Score) increasing by 9 points and a 26% reduction in total complaints on Reclame Aqui compared to last year. Technology played a crucial role in this: the number of customers solving their issues through self-service increased by 64% this year.
Among the highlighted products was the PlayStation 5, whose sales increased by 10 times on Friday, the 29th. The number of video games sold – with a discount of almost 1,000 reais – in a single day exceeded the quantity sold throughout the entire month of October.
During the pre-Black Friday week, between November 25th and 27th, Magalu bet on the Black Push campaign, exclusive to the company’s app users, with offers ranging from 50% to 80%, sent only via notification. On the first day, success came with the sale of 4,000 bottles of Gallo olive oil 500ml in just 15 minutes. The price was only 9 reais. The next day, customers depleted the stock of 4,000 gallons of OMO liquid soap 4.2L in 4 minutes, offered in the promotion for only 10.90 reais. Other surprise discounts included the Smart Vizzion 32-inch TV for only 550 reais, a pack of Corona beer for 15 reais, among others.
The company has been offering discounts since the beginning of the month, with “now or never” deals – promotions that last only 24 hours and won’t get any cheaper, payment options up to 24 installments, exclusive discounts on the app with the “Black Push” campaign, and marketing strategy with names like the influencer and presenter Diogo Defante, CazéTv, the socialite and digital influencer Narcisa Tamborindeguy, and trending social media personalities like Láctea, Priscila Evellyn, Cela, and Patrícia Ramos.
