Fashion is the most targeted segment by consumers on Black Friday, research reveals

The approach of Black Friday, which officially occurs on November 28, is already stimulating the Brazilian market and consumer interest. A survey conducted between October 1 and November 3 to analyze expectations for the promotional period on social media revealed that fashion and apparel products lead the interest among the majority of people intending to spend this year, accounting for 28% of the mention volume. “This result aligns with historical trends in Brazilian retail, where apparel represents a significant proportion of consumption, especially in the last two months of the year. Nevertheless, we observe diversified preferences among consumers,” states Lilian Carvalho, coordinator of the Center for Digital Marketing Studies at FGV/EAESP and head of the research, conducted in partnership with Polis Consulting. 

A total of 124,000 mentions on the topic and 182 million impressions were analyzed, revealing important patterns for digital marketing strategies and customer experience management in Brazilian retail. Mobile phones and smartphones appear in second place, representing 22% of the total interest. According to Lilian Carvalho, the high relevance of the technology category is justified because, during promotional events, the price differentials for these types of products are, in fact, more attractive.

“It is not uncommon during Black Friday to see reports indicating fraudulent promotions, such as the famous ‘everything for half the double.’ In the case of technological products, especially smartphones, consumers are already aware of the high-price pattern in this category and frequently monitor promotions, which reduces the likelihood of being deceived now. And major brands, aware of the negative effects that a discrepancy between what is advertised and the reality of the offers available can cause to their credibility, avoid this practice,” she explains. 

According to the survey, beauty products, including perfumes and cosmetics, account for 19% of the mentions. Books represent 17% of the interest, while travel corresponds to 15% of the mentions. For the Marketing researcher, this last category indicates a diversification in purchasing intentions, transcending physical products and including services—a relevant phenomenon for understanding the evolution of consumption in the digital economy.