Black Friday 2024: Unpublished study brings key insights into the date

Black Friday 2024, scheduled for November 29, promises to be a watershed for electronic commerce in Brazil. The event, already consolidated in the country's consumption calendar, generates great expectations among consumers and companies, who are waiting for an explosion of sales driven by significant discounts on products and services in different sectors.

The study of MindMiners, entitled “Who is buying?”, reveals increasingly firm consumer behavior trends. According to the survey, 60% of consumers feel motivated to purchase products or services when receiving coupons or discount codes. In addition, 49% of respondents prefer to wait for promotions and expressive offers, while another 49% group chooses stores that offer cashback or scoring programs. These data confirm the strength of Black Friday as a strategic opportunity to save and optimize consumption.

The research was carried out with the participation of 1,500 people, men and women, 18+, ABC classes, from all regions of Brazil and brought important insights into the expectations and purchase habits. One that draws attention is that, although most buyers expect lower prices during the event, 42% rely on the veracity of promotions, indicating an increasing confidence in the offer period. 

In addition, 30% of consumers monitor the prices of products they want to purchase in advance, starting the follow-up between two months and one month before the official date, which shows careful planning in the search for good opportunities.

The survey also revealed that consumers' 38% reserve part of the annual budget to spend during Black Friday, while 29% ends up making impulse purchases. As the event takes place close to the end-of-year festivities, 56% of the interviewees use the date to prepare for Christmas and New Year. In addition, 53% takes advantage of discounts to buy items that would usually not fit in their budget, but that, with the offers, become affordable.

“ Black Friday cannot be seen only as a discount date; it is essential to understand consumer behavior during this period”, says the CMO of Mindminers, Danielle Almeida. “With the increase in the prices of products and services in the country, understanding the expectations and financial situation of buyers is essential to offer a satisfactory shopping experience”, he adds.

What do Brazilians want to buy?

When asked about the categories of greatest interest for Black Friday, 36% of the interviewees stated that electronics are the most desired items. Appliances come close behind, with 30% of preference, followed by fashion and accessories, which attract 29% from consumers. These results demonstrate that the search for technology, practicality and style remains strong among Brazilian buyers.

Another relevant aspect pointed out by the research is the change in the place of purchase. During Black Friday, the preference for e-commerce is remarkable, with 63% of consumers choosing to make their purchases online. In contrast, 37% still prefer physical stores, 14% intend to make purchases through social networks and 8% mentioned that they will resort to direct sales.

What are Black Friday's favorite brands?

As far as consumers are most remembered during the promotion period, Amazon, Americanas and Magalu lead each with 17% of the mentions. Other outstanding brands were Casas Bahia (12%) and Samsung (9%).

Regarding the previous year's Black Friday, Samsung was the most remembered brand, spontaneously mentioned by the interviewees' 24%, followed by Electrolux (6%), Nike (5%), Adidas (4%) and Mondial (4%).

In addition to being a chance to save, Black Friday is also seen by consumers as an opportunity to try new products. About 48% of respondents showed interest in testing items they would not normally buy outside of this promotional context.

Everyone wins: consumers and companies

The data indicate that Black Friday has become one of the main purchase opportunities in Brazil. For consumers, it is the ideal time to purchase products with attractive discounts, in addition to trying new brands and categories. With the closeness of the end of the year, the date gains even more relevance, whether for those who want to save on Christmas shopping or for those looking for products that usually do not fit the budget.

For companies, Black Friday represents a unique chance to win new customers, retain existing ones and increase sales in a short time. Brands that stand out with good offers, efficient service and a fluid shopping experience, especially in e-commerce, will have a greater chance of capitalizing on the strategic behavior of consumers.

With high expectations and buyers increasingly attentive to opportunities, Black Friday 2024 has everything to move the market and reaffirm its status as the main consumption event of the year in Brazil.