The Purchase Intention Survey, carried out by Tray, Bling, Melhor Envio and Vindi, belonging to LWSA, an ecosystem of digital solutions for companies, shows that around 60% of the public in Paraná, Santa Catarina and Rio Grande do Sul, in the southern region of the country, plan to spend more than R$1,000 on Black Friday 2024.See here.
In the region, 71.5% stated that they will buy something on Black Friday. Another 64.3% have planned their purchases, with 44% having saved in recent months and 20.3% already reserving funds for the thirteenth salary.
The Purchase Intention survey for Black Friday 2024 shows that consumers start researching products and prices in advance. For 59%, store and brand websites are the main source of information about offers, 58% follow prices through brand social media, 22.9% follow discount groups on platforms like WhatsApp, and 19.8% get information from influencers.
According toMarcelo Navarini, director of Bling, management and ERP platform, based in Bento Gonçalves, Rio Grande do Sul, the research shows that during this period it is essential for the retailer and entrepreneur to understand consumer habits and where their trusted sources are to make purchasing decisions. The big novelty that draws attention this year compared to the previous one is the consolidation of offer channels in messaging apps, such as WhatsApp and Telegram. This shows that in a short time, this option has already become one of the preferences of Brazilians, complementing other well-established ones, such as influencers, for example, says.
ToThiago Mazeto, director of Tray, e-commerce platform, "With the consolidation of Black Friday in Brazil, consumers have increasingly scrutinized the offers for the period, seeking to compare prices, learn about the company's reputation on sales sites, among other points before deciding to purchase. This highlights the importance for the retailer to clearly highlight the differentiators and benefits they offer, ensuring effective communication of the advantages associated with the purchase to their customer," he emphasizes.
Shipping costs influence purchases for 57% of residents in the South
In the South, about 57% of respondents state that the shipping cost is a very important and decisive factor for online purchases. Among the points listed in the survey about what would make consumers abandon a purchase even with a good Black Friday offer were shipping fees (57%), higher prices than during non-sale periods (52.2%), and lack of trust in the store (47.6%). "Offering free shipping for specific products or for purchases above a certain amount creates an irresistible incentive for consumers to complete their purchases, increasing the average ticket and reducing cart abandonment. Having more delivery options, with choices that highlight express shipping and/or price advantages, can be an additional attraction to promote customer autonomy and, consequently, stimulate loyalty," statesVanessa Bianculli, marketing manager at Melhor Envio,Freight platform, headquartered in Pelotas (RS).
Credit card is the main form of payment
Regarding the payment method, 81.7% of consumers prefer to pay with a credit card, 10.2% use Pix, and 6% use a debit card. According to the survey, 80.3% of consumers intend to split their purchases into up to 12 installments.
“On Black Friday, consumers prefer to pay in installments on credit cards due to the possibility of spreading out payments without compromising their budget, in addition to maximizing benefits such as miles and cashback. The trust in credit cards and the growing popularity of PIX, which offers convenience and instant gratification, are factors that highlight consumers who seek flexibility and financial control. For retailers, these options increase the average ticket, eliminate purchase objections and guarantee immediate liquidity, which is especially useful during periods of high demand,” he says.Monisi Costa, Director of Payments da Vindi,payment platform
For the study, Opinion Box, at the request of LWSA, interviewed 3,087 consumers aged 16 and older from all over Brazil and all social classes, between September 12 and 23, 2024. The margin of error of the survey is 1.7 percentage points.
