THEKaBuM!- Latin America's largest technology and gaming e-commerce platform - held its biggest Black Friday in history in 2024. This year, the campaign started even earlier, with early offers from October and various strategies that brought consumers closer. The result could not be different: the brand grew 17% in overall sales just on Thursday (28) and Friday (29), compared to Black Friday last year. Discounts reached up to 90% in categories such as hardware, computers, peripherals, consoles and games, smartphones, and much more. The consumer also benefited from a series of advantages such as free shipping, installment payments of up to 10 times without interest, 15% off on PIX payments, and additional coupons.
The main highlight was the current favorite, the PlayStation 5. With sales six times higher than last year and establishing itself as the biggest seller of the console in Brazil, if the total products were stacked, they would reach a height equivalent to 59 Eiffel Towers located in Paris. The item was even sold at the lowest market price, under 3,000 reais during Black Friday, and also offered an additional 300 reais off coupon for consumers last Thursday (28). Another item of desire for the year was a laptop. The e-commerce sold the equivalent of 15 football fields just with the product.
"Our mission was to make the biggest Black Friday of all time, and we succeeded! During the period, KaBuM! had the opportunity to promote offers beyond what the public expected, with the possibility of even upgrading desired items. We prepared our stock throughout the year and anticipated the offers so that the ninjas could make the most of it," says Julio Cesar Trajano, CEO of KaBuM!
A category that achieved good sales reach was hardware, with an increase of about 10% during last Thursday and Friday, compared to 2023. Products sold and delivered directly by the brand (1P) show a 14% increase in the period. The KaBuM! marketplace, composed of partners who sell on the e-commerce platform (3P), grew 32% in sales between November 28 and 29.
Another big revelation of Black Friday was the vacuum robot. KaBuM! has three of the ten most searched models in the category during this year's period, according to data from the price comparison sites Zoom and Buscapé. All are part of the brand's own line, called KaBuM! Smart. THEKaBuM! vacuum robot Smart 900It is at the top of this list precisely because it is so innovative and efficient, with automatic device cleaning after cleaning.The KaBuM! Smart 700appears as second place and theKaBuM! Smart 1007th among the most sought after on Black Friday 2024.
"Throughout the year, we consolidated a marketing strategy that contributed to an even stronger brand for Black Friday, which resulted in a 26% increase in visits to our website during that period," says Bruno Chamas, Head of Marketing at KaBuM!
Logistics
In 2024, KaBuM! experienced growth in its logistics sector, which increased by 84% in the workforce at the distribution center in Viana, Espírito Santo, and by 37% at the Extrema distribution center in Minas Gerais, compared to one month before Black Friday. To meet the high demand, the brand increased the shift from 3 to 4, operating continuously from November 24 to 26.
Physical store
And it's not just on the website that the offers were successful among the public. This was the first year that KaBuM! had its physical store during a Black Friday. Located in the North Zone of São Paulo, the space features over 6,000 OpenBox products that received up to 90% off between December 25 and December 1. During this period, the largest sale since its opening in April of this year was made, and Friday's sale was almost ten times that of a typical day at the physical location.
The store featured influencer activations such asBig steakandLost, in addition to flash offers, always at 6 pm, with special discounts for customers looking for items such as PS5, robot vacuum cleaners, video cards, processors, monitors, gaming PCs, among others.
Live record
In 2024, KaBuM! held a true marathon of live broadcasts to get closer to consumers and not let a single offer go unnoticed. And once again, the brand broke its own record. It was about1,000 hours of live streaming, in various formats and platforms, for 48 consecutive days. The lives featured exclusive offers, coupons, product drops, and participation from special guests, such asGauls, BrinaandCanaltech. Last Thursday, 28th, the influencerGustavo Ferrarezi, from Labz Studio, was live directly from the KaBuM! distribution center in Viana (Espírito Santo), and assembled two high-performance gaming PCs – valued at 15,000 reais each. The two machines were offered with a 99% discount to lucky viewers during the broadcasts. The streamerHe/She/It is coming.also carried out, in a brand live, the drop of a PS5, with the same percentage.
Influencer Squad
It was all KaBuM! on KaBuM!'s social media during this Black Friday. The e-commerce assembled a squad of 42 influencers who, together, reach over 80 million people. In addition to the ambassadorsGauls, Paulinho the CrazyandHe/She/It is coming., names such asVirtue, TechGus, Bruno Halal, Thay Brilliant, As for the, Bella Reboredo, Cozy Price, Larissa Martins, Ana Beatriz Wingert, Luke Kaell, Vivi Hyunand many others. KaBuM!'s big bet wasMarco Tulio, which became a realgamerfor Black Friday in content with the POV style trend. Youvideoshave already impacted more than 30 million people on social media.
Community at the heart of the business
KaBuM!'s relationship with its community is longstanding. And nothing is more fair than giving back to those who are always present. This Black Friday, those who use the brand's channels, such as the channel onTelegram, broadcast list byemailandInstagram, close friendsof the Ninja andDiscord, received exclusive benefits, such as coupons in the app, weekly draws with 90% off on the PS5 console and drops of the most favorite products with 90% off per week.
Trending topics
With this brand positioning, the result could not be different. KaBuM! reached the trending topics of theX(Ex-Twitter) 15 times throughout November. On Black Friday, indeed, between the 28th and 29th, the brand was in first place in the TTs for both days with #BlackFridayKaBuM.
Black Friday extended
December has arrived, but KaBuM!'s Black Friday is still going on. The e-commerce campaign has been extended until this Tuesday at 9 a.m., with the same conditions. Impressive offers of up to 90% off on categories such as hardware, peripherals, consoles, and smart home. Take advantage of the last hours to secure those highly anticipated products at the best prices.
