Online supermarkets prepare for sales growth during Black Friday 2024

The food retail sector is optimistic for Black Friday this year, with growth projections in revenue. According to data from Neotrust Confi, online retail should register an increase of 9.1% in sales during the main week of the promotion, which ends on November 29. The date, which has consolidated as one of the most relevant for commerce, especially electronic, promises to leverage sales in the food segment, as consumers take advantage of offers to stock essential items and take advantage of exclusive promotions.

Following this trend, Daki projects an increase of up to 30% in sales during the November period.With a reinforcement of aggressive promotions and campaigns throughout the month, the expectation is to reach up to 50% or 60% of growth in sales in certain categories. “O impact promises to be quite positive and some subcategories such as alcoholic beverages, olive oil, dairy drink, spirits, liquor and other non-alcoholic beverages stand out as some of the main drivers of Black Friday growth in the supermarket sector.”, he adds.

To give you an idea, according to a survey conducted by NielsenIQ Ebit, leader of information and insights on e-commerce in Brazil, the number of orders for gondola products grew more than 157% during the same period last year.In addition, data shows that the revenue from online sales of fast-turning products, such as Food and Beverages, were the highlight of Black Friday 2023 and grew 91% in sales compared to 2022.

With this in mind, companies in the sector are already preparing for increased demand, reinforcing inventories and investing in targeted promotional campaigns and using the opportunity to attract different consumer profiles.  

For Rafael Pinto, Director of Fullfilment at Daki, full market application 100% digital, the date has been transformed, expanding its reach beyond traditional electronics and large consumer goods.“a Black Friday is no longer a date focused only on electronics and large consumer goods. In the food sector, we see a growing demand for basic and convenience items, driven mainly by increased digitization and the use of delivery applications. This reflects a change in purchasing habits, in which consumers seek practicality and economy in supplying their” dispensations, he comments.

According to the Digital Transformation Report of Latin America 2024, Brazil recorded the highest worldwide growth in e-commerce in the year, registering an increase of 16% in online sales. This accelerated increase directly reflects the growing demand for food and beverages by applications, bringing significant logistical challenges, especially in periods of high demand, such as Black Friday. To sustain a satisfactory shopping experience, it is essential to ensure the efficiency of deliveries and adequate supply of inventories, avoiding operational bottlenecks and meeting consumer expectations.

“To sustain a satisfactory shopping experience, Black Friday requires precise planning. In addition to predicting an increase in order volume, it is essential to ensure that the entire supply chain works without interruptions.The biggest challenge is not only to absorb sales growth, but to do so without compromising service quality. Our expectation is a significant increase in sales, which involves from inventory control to efficiency in deliveries, which need to keep up with the rapid pace of online purchases during this period”, he concludes.