The Purchase Intention Survey, carried out by Tray, Bling, Melhor Envio and Vindi, belonging to LWSA, digital solutions ecosystem for businesses, it is the main factor in consumers' purchase decision on Black Friday, in addition to offers and brand reliability. For 60% of consumers, the shipping cost is a decisive factor in the purchase, with 57% stating that they have given up on purchasing due to high shipping costs.
According to the survey, almost 40% of respondents would not be willing to pay a higher shipping fee to receive their product faster. Among the factors that would make the consumer give up on buying even in the face of a good offer on Black Friday, in addition to the freight, higher prices were listed than in periods without supply (50%), do not trust the store (45%), low rating on reputation sites (43%), avaliações ruins nas redes sociais (42%) e desconto/oferta não ser atrativo o bastante para a Black Friday (40%).
According toVanessa Bianculli, Marketing manager of Melhor Envio, freight platform, retailers should use strategies during the period to convince the consumer to complete the purchase. "During Black Friday 2024", offering free shipping for specific products or for purchases above a certain value creates an irresistible incentive for consumers to complete their purchases, increasing the cart value, affirms.
According to her, the entrepreneur must also showcase their differentiators. Highlight the speed of delivery as a competitive advantage, promoting short delivery times and consistently meeting them, it is important because it will make that customer create a positive impression and be inclined to buy again at the same store, say.
ToThiago Mazetto, director of Tray, e-commerce platform, the consumer is becoming increasingly discerning, what requires more strategy for the retailer in the offers. With the consolidation of Black Friday in Brazil, consumers have started to analyze the offers for the period more and more critically, looking to compare prices, know the company's reputation on sales websites, among other points before deciding to purchase. This highlights the importance of the retailer clearly emphasizing the differentiators and benefits they offer, ensuring effective communication of the advantages associated with the purchase for your customer. Furthermore, the data demonstrates the need for retailers to cultivate good relationships with their customers and good reviews throughout the year so that their offers are enhanced by the respect earned by their brand.” analysisThiago Mazeto, director of Tray
More than 60% intend to spend up to R$3,000 this year
According to the survey, 62% of consumers intend to spend up to R$ 3,000 on promotions, while 64,3% plan their purchases, 44% have saved money in recent months and 20,3% will set aside part of the 13th salary to take advantage of the offers
According to the survey, 96% of consumers plan to shop online on Black Friday 2024. Them, 87% made purchases in the same period in 2023. Among the most sought-after products, 51% stated that they intend to buy electronics (Smartphone, computers, TVs, 46% plan to buy clothes and 45% want to purchase appliances. As for the payment method, 75% of consumers prefer to pay with a credit card, 23,2% with PIX and 83% intend to pay for purchases in up to 12 installments.Most consumers (75%) said they intend to shop for Black Friday on marketplaces, followed by the brands' own websites.
*For the study, a Opinion Box, at the request of LWSA, interviewed 3087 consumers, aged over 16 years from all over Brazil and from all social classes, between September 12 and 23, 2024. The margin of error of the survey is 1,7 percentage points
