The Purchase Intent Survey, conducted by Tray, Bling, Melhor Envio, and Vindi, belonging to LWSA, a digital solutions ecosystem for businesses, is the main factor influencing consumers' purchasing decisions 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 already abandoned a purchase due to high shipping fees.
According to the survey, nearly 40% of respondents would not be willing to pay a higher shipping fee to receive their product more quickly. Among the reasons that would cause consumers to abandon a purchase even despite a good Black Friday deal, in addition to shipping costs, were listed higher prices than during non-sale periods (50%), lack of trust in the store (45%), low ratings on reputation sites (43%), negative reviews on social media (42%), and the discount/deal not being attractive enough for Black Friday (40%).
According toVanessa Bianculli, Marketing Manager at Melhor EnvioFreight platform, retailers must use strategies during this period to convince consumers to complete their purchase. "During Black Friday 2024, 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 cart value," he/she/they states.
According to her, the entrepreneur must also showcase their differentiators. "Highlighting the speed of delivery as a competitive advantage, promoting short delivery times and consistently meeting them, is important because it will create a positive impression for the customer and make them more likely to shop again at the same store," he says.
ToThiago Mazetto, director of Tray, e-commerce platformThe consumer is becoming increasingly discerning, which requires more strategy from the retailer in offers. With the consolidation of Black Friday in Brazil, consumers have increasingly scrutinized the offers for the period, seeking to compare prices, check the company's reputation on sales websites, among other points before deciding to purchase. This highlights the importance for the retailer to clearly emphasize the differentiators and benefits they offer, ensuring effective communication of the advantages associated with the purchase to their customer. Furthermore, the date demonstrates the need for retailers to cultivate good relationships with their customers and positive reviews throughout the year so that their offers are enhanced by the respect gained 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% are planning their purchases, 44% have been saving money in recent months and 20.3% will set aside part of their 13th salary to take advantage of the offers.
According to the survey, 96% of consumers plan to shop online on Black Friday 2024. Of them, 87% made purchases in the same period in 2023. Among the most searched products, 51% stated they plan to buy electronics (smartphones, computers, TVs), 46% plan to purchase clothing, and 45% want to buy appliances. Regarding the payment method, 75% of consumers prefer to pay with a credit card, 23.2% with PIX, and 83% intend to split their purchases into up to 12 installments.Most consumers (75%) said they plan to shop for Black Friday on marketplaces, followed by the brands' own websites.
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.
