Interest in Black Friday drops 52.5% among Brazilians in 2024, says Semrush

In a year in which conscious consumption and focus on experiences are redefining the priorities of Brazilians, Black Friday 2024 emerges as a less celebrated date DO for less, in searches made on the internet Semrush, a digital marketing platform specializing in online visibility, points out that interest in the date fell 52.5% compared to the previous year, with searches falling from 8 million in October 2023 to 3.8 million in the same month of this year. On the global scenario, the fall was more subtle, with a decline of only 2.3% compared to the previous year.

Erich Casagrande, marketing leader at Semrush BR, points out that this drop in interest in Black Friday signals an important transformation in the behavior of Brazilian consumers. “The decline in searches reflects a consumer who is not carried away by impulse, but who more critically evaluates the value of offers. People are more aware, seeking both the lowest price and what really meets their needs and expectations”. According to Casagrande, this new profile represents a more selective user and attentive to the veracity of promotions, requiring brands transparency and proposals that really make sense in the current context of their lives and priorities.

The survey also investigated which were the terms related to the date most searched by the national population. In October 2024, “Black Friday” and “Black Friday 2024” led the ranking with 673 thousand searches each. Already “when it is Black Friday” totaled 135 thousand searches, followed by “Black Friday data”, and “esquenta Black Friday”, with 18. These data suggest a more targeted interest for date planning and for specific information, rather than for specific offers.

“Analyzing the most searched terms is essential for marketers and retailers to understand what the consumer is really looking for”, comments Casagrande. “By incorporating these keywords into content, product descriptions and campaigns, brands can increase their visibility and relevance in searches, boosting their chances of attracting a more qualified audience. Black Friday is a unique opportunity, and aligning SEO strategy with the real interests of the customer can be the differential between being found or ignored amid the competition”, he adds.

In addition, Semrush analyzed the 10 Retail sites most accessed by the brazilian population in september 2024. Check: 

1. Free market 240,066,049
2. Amazon 205,904,113
3. Shoppe 140,207,855
4. OLX 93,574,503
5. Aliexpress 68,129,922
6. Magazine Luiza 65,854,956
7. Kabum 32,750,962
8. Casas Bahia 26,252,916
9. Netshoes 23,850,769
10. American 22,646,380

Casagrande notes that the ranking reflects a market dominated by major international players.“The Brazilian consumer has embraced a diversity of global options, such as Amazon, Shopee and AliExpress, which occupy prominent positions along with national platforms.This demonstrates the search for variety and price competitiveness, something that these giants can offer,”. 

The expert also points out that, for national retailers, the presence of these companies at the top of the ranking represents a challenge, but also an opportunity.“ Competition with international brands demands strong digital strategies, especially in SEO and personalization of the shopping experience, to remain relevant and attract the Brazilian consumer, who is increasingly selective and attentive to where he finds the best value”, he concludes.