6 Out of 10 consumers in the South region plan to spend more than R$ 1 thousand on Black Friday

The Purchasing Intent Survey, conducted by Tray, Bling, Best Shipping and Vindi, belonging to LWSA, an ecosystem of digital solutions for companies, shows that about 60% of the public of Parana, Santa Catarina and Rio Grande do Sul, in the southern region of the country, plan to spend more than R$ 1 thousand on Black Friday 2024. See here. 

In the region, 71.5% said they will buy something on Black Friday. Another 64.3% have planned the purchases, with 44% having saved in recent months and 20.3% already reserve spending on the thirteenth salary. 

The Black Friday 2024 Purchase Intention survey shows that consumers start researching products and prices in advance.For 59%, store and brand websites are the main source of information on offers, 58% tracks prices through brand social networks, 22,9% tracks discount groups on networks such as Whatsapp and 19,8% inform themselves with influencers. 

According to Marcelo Navarini, director of Bling, management platform and ERP, based in Bento Goncalves, in Rio Grande do Sul, the research shows that in this period it is essential for the shopkeeper and entrepreneur to know the habits of the consumer and where are the sources in which he trusts to decide the purchase. “A great novelty that draws attention this year compared to the previous one is the consolidation of the channels of offers in the messaging applications, such as WhatsApp and Telegram. This shows that in a short time this option already figures among the preferences of the Brazilian, complementing other well-established ones, such as influencers, for example,”, he says. 

For Thiago Mazeto, director of Tray, e-commerce platform, “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”, he highlights. 

Freight cost influences purchase for 57% of South residents

In the South, about 57% of respondents say that the value of freight is a very important and decisive factor for online purchases. 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 freight rates (57%), higher prices than in periods without offer (52,2%) and not trust the store (47,6%).“Offering free shipping for specific products or for purchases above a certain value creates an irresistible incentive for consumers to end up the shopping and increase the price by increasing the price, by increasing the express delivery, by increasing the price and increasing the price by increasing the price by increasing the price. Vanessa Bianculli, marketing manager of Best Shipping, is freight platform, based in Pelotas (RS). 

Credit cards are the main form of payment

As for the payment method, 81.7% of consumers prefer to pay by credit card, 10.2% use Pix and 6% debit card. According to the survey, 80.3% of consumers intend to split purchases up to 12 times.  

“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 payment platform. 

*For the study, Opinion Box, at the request of LWSA, 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.