The Shopping Intent Survey, conducted by Tray, Bling, Melhor Envio, and Vindi, brands of LWSA, with more than 3,000 people nationwide, shows that Brazilian consumers are preparing earlier and earlier for Black Friday. According to the survey, 62% of consumers plan to spend up to R$3,000 on promotions, while 64.3% plan their purchases, 44% have saved money in recent months, and 20.3% will set aside part of the 13th salary to take advantage of the offers.
According to the survey, 96% of consumers plan to shop online on Black Friday 2024. Of these, 87% made purchases during the same period in 2023. Among the most sought-after products, 51% stated they intend to buy electronics (Smartphone, computers, TVs), 46% plan to buy clothes, and 45% want to purchase appliances.
The majority of consumers (75%) said they intend to shop for Black Friday on marketplaces, followed by brand own sites and as for payment method, 75% of consumers prefer to pay with a credit card, 23.2% with PIX, and 83% plan to split their purchases up to 12 times. “On Black Friday, installment payments on credit cards are preferred by consumers due to the possibility of spreading payments without compromising the budget, as well as maximizing benefits such as miles and cashback. Trust in credit cards and the growing popularity of PIX, which offers convenience and instant gratification, are factors that highlight a consumer seeking flexibility and financial control. On the retailer’s side, these methods increase the average ticket, eliminate purchase objections, and ensure immediate liquidity, especially useful in periods of high demand,” evaluates Monisi Costa, Payments Director at Vindi.
Social media of brands and ads are the main draw for consumers
The Black Friday 2024 Purchase Intent survey shows that consumers start researching products and prices in advance. For 57%, company websites and social media are the main way to find out about discounts. Promotion and discount-focused social media profiles (24%), promotional emails (37%), price comparison websites (25%), discount-focused WhatsApp channels/groups (20%), digital influencers (18%), and brand/store updates on WhatsApp (17%) are other means of discount research used by consumers.
They also revealed the factors that influence purchases: 65% mentioned internet ads, 59% social media, and 19% digital influencers. “During this pre-Black Friday period, knowing consumer habits and where the sources they trust to make purchases are located is a great advantage for retailers. The big new trend that stands out this year compared to the previous one is the consolidation of offer channels in messaging apps like WhatsApp and Telegram. This shows that in a short time, this option is already among Brazilian preferences, even surpassing others well-established, such as influencers, for example,” said Marcelo Navarini, director of Bling.
Shipping is a decisive factor in purchases
Almost 60% of respondents say that the shipping cost is a very important and decisive factor for online purchases. Nearly 40% of respondents would not be willing to pay a higher shipping cost to receive their product more quickly.
Among the points listed in the survey on what would make consumers give up on buying even in the face of a good offer on Black Friday were shipping fees (57%), prices higher than non-offer periods (50%), lack of trust in the store (45%), low scores on reputation sites (43%), negative reviews on social media (42%), and discount/offer not being attractive enough for Black Friday (40%).
“With the consolidation of Black Friday in Brazil, consumers have begun to analyze the offers for the period more carefully, comparing prices, getting to know the company’s reputation on sales websites, among other points before deciding to make the purchase. This highlights the importance of the seller clearly highlighting the differentials and benefits it offers, ensuring effective communication of the advantages associated with the purchase to its customer. In addition, the date demonstrates the need for retailers to cultivate a good relationship with their customers and good reviews throughout the year so that their offers are potentiated by the respect gained by their brand.” analyzes Thiago Mazeto, director of Tray.
According to the survey, 57% gave up on purchases due to shipping fees, and 50% revealed they would not buy if prices were higher than non-offer periods. “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 cart value. Highlighting fast delivery as a competitive advantage, promoting short delivery times, and consistently meeting them is important because it will make that customer create a positive impression and be more likely to buy again in the same store,” says Vanessa Bianculli, marketing manager at Melhor Envio.
*For the study, at the request of LWSA, Opinion Box interviewed 3087 consumers, aged 16 and above from all over Brazil and all social classes, between September 12 and 23, 2024. The survey’s margin of error is 1.7 percentage points.
