With Black Friday already in the rearview mirror, Brazilian consumers' attention turns to Christmas shopping. Do Follow Datalink building agency, indicate that many consumers took advantage of November promotions to buy Christmas gifts early, while others remain focused on planning for the end-of-year celebrations.
According to the Cielo Expanded Retail Index (ICVA), there was a 17.1% increase in physical store sales and 8.9% in e-commerce – comparing sales made on Friday (29) with Black Friday 2023.
Black Friday as a bridge to Christmas
Interest in Black Friday, traditionally concentrated in November, already showed an uptick in October, registering 66 points of interest on the Google Trends scale. In early November, it reached a peak of 100 points. According to Do Follow, consumers saw the date as a strategic opportunity to save money and advance Christmas shopping.
However, not everyone managed to complete their gift lists during Black Friday. This gap opens space for a new cycle of consumption, exclusively focused on Christmas.
According to the agency, this movement represents a strategic behavior of consumers, who saw Black Friday as a direct bridge to Christmas. With the most attractive prices, there was a strong trend of early purchasing, especially for the term "Christmas gifts." Google searches from August to October indicated signs of anticipation, while the analysis from September to November shows greater firmness and consistency in the searches, with the end of the year approaching.
(Source: Do Follow with data from Google Trends – analysis from August to October)
(Source: Do Follow with data from Google Trends – analysis from September to November)
Still on Google Trends, expressions such as “Christmas gifts for employees”, “toys”, “creative gifts” and “personalized gifts” show a constant increase, reinforcing that financial planning continues to be a priority.
In addition, related topics also saw a sudden increase, such as “Christmas decoration”, “Natura Cosméticos” and “Cacau Show” – indicating the two brands with strong sales of gifts for the date – and “gift box”.
“Consumers are more aware, using Black Friday as a tool to organize their Christmas shopping. Even so, many keep part of their budget for specific purchases in December,” says Wellington Glogovchan, co-founder of Do Follow.
Companies adjust strategies for Christmas
With consumers focused on parties, companies are adapting their strategies to meet the demand. "It is essential for retailers to stay attentive to the specific needs of customers during this period, ensuring well-managed inventories, personalized offers, and an optimized shopping experience," emphasizes Glogovchan.
Investing in targeted marketing strategies, website optimization, and team training are essential steps to maintain competitiveness this season. Furthermore, customizing promotions for the target audience is a differentiator that can retain customers in this highly competitive moment.
A strategic end of the year for consumers and businesses
After Black Friday, the Christmas season consolidates the year-end shopping journey. The synergy between the two dates benefits both consumers and brands, who take advantage of the context to optimize investments and ensure the quality of the gifts.
With the increase in searches and the growth of interest in Christmas gifts, the challenge for companies is to continue surprising their customers, delivering not only products, but experiences that make the holidays even more special.
