Black Friday 2024, scheduled for November 29th, promises to be a turning point for e-commerce in Brazil. The event, already established in the country's consumption calendar, generates great anticipation among consumers and companies, who await an explosion of sales driven by significant discounts on products and services across various sectors.
The study ofMindMiners, entitled “Who’s Buying?”,reveals increasingly firm consumer behavior trends. According to the survey, 60% of consumers feel motivated to purchase products or services when they receive coupons or discount codes. Additionally, 49% of respondents prefer to wait for promotions and significant offers, while another 49% choose stores that offer cashback or rewards programs. These data confirm the strength of Black Friday as a strategic opportunity to save and optimize consumption.
The survey was conducted with the participation of 1,500 people, men and women, aged 18+, from ABC classes, from all regions of Brazil, and provided important insights into expectations and purchasing habits. One noteworthy fact is that, although most buyers expect lower prices during the event, 42% trust the accuracy of the promotions, indicating a growing confidence in the sale period.
Furthermore, 30% of consumers monitor the prices of products they wish to purchase in advance, starting to monitor them between two months and one month before the official date, which highlights careful planning in the search for good opportunities.
The research also revealed that 38% of consumers set aside part of their annual budget to spend during Black Friday, while 29% end up making impulse purchases. Since the event occurs close to the end-of-year festivities, 56% of respondents use the date to prepare for Christmas and New Year's. Additionally, 53% take advantage of discounts to buy items that would normally not fit into their budget, but which become affordable with the offers.
"Black Friday cannot be seen only as a discount date; it is essential to understand consumer behavior during this period," says MindMiners' CMO, Danielle Almeida. "With the increase in prices of products and services in the country, understanding buyers' expectations and financial situation is essential to providing a satisfying shopping experience," he adds.
What do Brazilians want to buy?
When asked about the categories of greatest interest for Black Friday, 36% of respondents stated that electronics are the most desired items. Home appliances come right after, with 30% preference, followed by fashion and accessories, which attract 29% of consumers. These results show that the pursuit of technology, practicality, and style remains strong among Brazilian buyers.
Another relevant aspect pointed out by the research is the change in the place of purchase. During Black Friday, the preference for e-commerce is notable, with 63% of consumers choosing to shop online. On the other hand, 37% still prefer physical stores, 14% plan to make purchases through social media, and 8% mentioned they will resort to direct sales.
What are your favorite Black Friday brands?
Regarding the most remembered brands by consumers during the promotion period, Amazon, Americanas, and Magalu lead, each with 17% of mentions. Other prominent brands were Casas Bahia (12%) and Samsung (9%).
Compared to Black Friday the previous year, Samsung was the most remembered brand, mentioned spontaneously by 24% of those interviewed, followed by Electrolux (6%), Nike (5%), Adidas (4%) and Mondial (4%).
Besides being a chance to save money, Black Friday is also seen by consumers as an opportunity to try new products. About 48% of respondents showed interest in testing items they normally would not buy outside of this promotional context.
Everyone wins: consumers and companies
The data indicates that Black Friday has established itself as one of the main shopping opportunities in Brazil. For consumers, this is the ideal time to purchase products with attractive discounts, as well as to try new brands and categories. With the approach of the holiday season, the date becomes even more significant, whether for those looking to save on Christmas shopping or for those seeking products that usually don't fit within their budget.
For companies, Black Friday represents a unique opportunity to attract new customers, retain existing ones, and increase sales in a short period of time. Brands that stand out with good offers, efficient service, and a smooth shopping experience, especially in e-commerce, will have greater chances of capitalizing on consumers' strategic behavior.
With expectations on the rise and buyers increasingly aware of opportunities, Black Friday 2024 has everything it needs to move the market and reaffirm its status as the main consumer event of the year in Brazil.
