Black Friday store billing records growth of 6%

Black Friday 2024 reaffirmed its role as the largest event in Brazilian retail, bringing significant results and consolidating growth trends. According to the Retail Performance Index (IPV) released by HiPartners, the period recorded significant gains in both visitation flow and revenue, demonstrating the strong adherence of consumers and the success of the commercial strategies adopted.

Shopping malls led the growth, with an increase of 17% in the flow of visitors during Black Friday compared to the same day in 2023. Physical stores also showed positive performance, with an increase of 15% in the period.

“The results of Black Friday 2024 reinforce the strategic importance of this event for Brazilian retail. The growth in the flow of visits and the performance of key segments, such as cosmetics and clothing, demonstrate the potential for consumption and the resilience of the market, even in the face of economic challenges. However, regional disparities and falls in some categories indicate opportunities for adjustments and innovations in sales and marketing strategies for the coming years.” highlights Flavia Pini, partner of HiPartners.

However, even with overall success, revenue on Friday fell 1.02% from the previous year, suggesting changes in consumer behavior and promotional dynamics.

“O Black Friday 2024 revenue brought solid results, with a growth of 6% in the week compared to 2023. The fall of 1% on Friday of BlackFriday may be associated with several factors such as the migration of part of consumers to e-commerce platforms, but, in general, the performance reflects the success of the commercial strategies adopted and the confidence of consumers in physical stores to buy at the largest Brazilian retail event”, said Henrique Carbonell, CEO of F360, financial management platform that provides sales data to compose the analysis.

Monthly Performance

When observing November 2024 as a whole, the visitation flow in physical stores grew 3% compared to November 2023. When compared to October 2024, the impressive increase was 41%. These figures highlight the relevance of Black Friday as a catalyst for consumption in the month, although in some categories the performance of the promotional week has exceeded that of the month.

However, regional performance showed marked contrasts. While the Northeast and Southeast showed strong growth in the flow of visitation on Friday Black Friday (+22% and +18%, respectively), the Midwest and South recorded significant decreases, with the Midwest showing a decrease of 31%.

Highlights by Segment

The category of “Pharmaceutical, medical, orthopedic, perfumery and cosmetics” was the absolute highlight, with growth of 68% on Friday from the previous year.On the other hand, segments such as “Equipment and materials for office, computer and communication” registered a sharp drop (-75%).