Year-end shopping: after Black Friday, brands want to retain customers until Christmas

Brazilian retail experienced a moment of real boiling during Black Friday. With a cumulative turnover of R$ 9.4 billion, the day of discounts came to an end reaching an amount of 10.7% higher than the same period last year, according to data from Confi.Neotrust.Only on Friday, sales in e-commerce hit record, showing a growth of 8.4% in revenue compared to 2023, totaling R$ 4.27 billion. Electronics, food and everyday products stood out among the most sought-after items.

In this dynamic scenario, brands bet on digital platforms and actions directed to maximize the opportunities generated by Black Friday, demonstrating that the date is only the beginning of a relationship that can be lasting with the consumer. Dr. Peanut, for example, was the third most sought after brand on Google during the date in the food segment and food products, according to Google Customer Solutions, and ended Black Friday 2024 as a leader in the category, registering a growth of almost 10% in relation to the previous year.“Entemos Black Friday as a provocation for our consumer base and also to keep our brand 3.

According to the survey of Blackhawk Network Brazil, a gift card distribution company, Brazilians are willing to spend more in 2024, with an increase of 27% in the purchase of gifts compared to 2023. The modality “compre 1, light 2”, the same strategy adopted by Dr. Peanut, was cited by 34% of respondents as a decisive factor for the purchase.

According to Luis Parrela, digital marketing specialist and CEO of the agency Dbout Media, the differential of successful companies is to know how to take advantage of the data generated during the peak of sales to create personalized campaigns and new conversions after this high commercial seasonality. A survey conducted by Dbout Media revealed that responding customers in less than 10 minutes can increase up to 70% the conversion rate. Parrela highlights the importance of agility and fluidity in service.“If the sale is by e-commerce, having a fast, responsive and easy to navigate is indispensable. Already in sales that require human interaction, such as service via WhatsApp or chat is defined by the customer, it will not the response is the customer.

CUFF, which operates exclusively via e-commerce in the women's segment of semi-jewelry, broke records on this Black Friday, with a growth of 50% compared to the previous year. With more than eight thousand products sold, the brand not only exceeded expectations but also exceeded in 37% the sales target for the period, achieving a turnover of more than R$ 1 million in November. Looking at the end of the year, CUFF is already preparing for special launches, such as the long-awaited Lucky Girl Collection, scheduled for the next week, in addition to exclusive actions in December, such as the limited edition of the reliquary.

“Our focus on this Black Friday was to create a shopping experience that represented the beginning of a new story of loyalty and enchantment. And what moved us most was to see the result of this, seeing new customers choosing their CUFFs. Our bet for the upcoming holiday season are pieces like Christmas gifts. We want our Cool Girls to feel that CUFF is more than an accessories brand, but a partner in their lifestyle, says Brenda Piccirillo Keilhold, CEO and founder of CUFF.

Smartphone apps stand out in loyalty

The Best Acai has taken advantage of the strength of the digital environment to retain and increase the customer base via The Best Club, the brand application that has become the largest in the country in the acai segment. The app reached the 4th place in the ranking of gastronomy on the platforms Google Play and App Store during Black Friday. The number of coupons redeemed tripled compared to the previous year, with more than 108 thousand downloaded and about 55 thousand used 50 conversion rate higher than 50%. In addition, among the more than 550 units of the network, Best of the best few customers used by the brand 4.

For the specialist Luis Parrela, the combination of technology, strategy and personalization is what defines success in the digital environment. “Customer loyalty is not a luxury, it is a necessity. And it begins with an excellent service and maintains itself with a constant and relevant communication. This is what separates brands that only sell from those that create true connections with their customers. Data is the gold of the current digital market. If the brand does not use the information collected to communicate with customers and nurture the relationship, it is missing a great opportunity. The ideal is to activate this base with personalized campaigns, focusing on the interests demonstrated during the promotional period.