One of the most anticipated dates for this end of the year, Black Friday takes place on November 29th and promises an increase in sales results compared to last year. According to a Wake survey conducted in partnership with Opinion Box, about 66% of Brazilians plan to make purchases during the event. This means, according to the Haus platform, a 14% higher order volume.
From a strategic perspective, Black Friday symbolizes an opportunity to strengthen relationships with customers. For CleverTap sales specialist Marcell Rosa, personalization can be one of the strategic differentiators for the date: "Brands that create a personalized experience, that anticipate consumers' needs and desires, are ahead of the competition. Understanding consumer behavior and using that intelligence to create targeted campaigns makes all the difference."
On Black Friday 2023, according to Adobe, mobile devices led by smartphones generated 54% of internet visits and 37% of online sales. What, for Rosa, means that having a mobile-focused strategy is not just an advantage, but a necessity. "The mobile is at the center of the consumer journey. Brands need to ensure that their websites and apps are optimized for a fast and smooth experience. Nothing drives a consumer away more than a slow website or a complicated purchase process," warns Marcell Rosa, General Manager and Vice President of Sales Latam.CleverTapdigital marketing platform specialized in user retention and engagement.
To ensure prominence on the date, Erich Casagrande, marketing leader and SEO specialist atSemrushBR emphasizes the importance of precise strategies: "Viewing Google as a digital storefront is essential: if you're not found, the customer simply doesn't enter. Black Friday is not just about price, it's about visibility. This means reviewing product descriptions, optimizing images, and inserting strategic keywords for each stage of the customer journey. Improving the digital experience, from technical aspects to content, is essential to ensure positioning and conversions."
Furthermore, the date is an excellent opportunity to develop unconventional actions to attract and retain customers. For Rafael Pinto, Fulfillment Director at Daki, a comprehensive online grocery app and a leader in ultra-fast deliveries, "Black Friday is a great opportunity for companies to strengthen connections with consumers and expand sales in the retail sector. Therefore, in addition to competitive prices, it is also necessary to consider how to offer other benefits that make the customer journey even more positive. Our focus is to maintain delivery reliability, ensuring an impeccable operation and experience from start to finish, even in a high-demand scenario," he comments.
With a strategy that aims to engage consumers through actions that encourage repeat purchases and loyalty beyond traditional promotions, the company expects to grow sales by more than 30% during the period. This year, we will hold an exclusive raffle, in which you can compete for various prizes, including a brand new car, which will take place throughout the entire month. Our goal is to reinforce our value proposition while further expanding our customer base, he/she highlights.
And to implement a good strategy and seize the opportunity, it is necessary to establish a solid schedule to ensure the success of your campaign. According to Fernanda Clarkson, CEO and Founder of SuperFrete, "it is possible to work with promotions exclusively on the last Friday of November or to start your campaign at the beginning of the month, increasing the offer period. Regardless of which period you choose for your campaign, setting a start and end date is essential. This defined period impacts several crucial aspects, such as inventory management, the need for temporary hires, logistical planning, and marketing strategies."
An important insight is that Black Friday has become a strategic moment for businesses, especially in retail, where valuable opportunities arise to test new marketing approaches and analyze consumer behavior in a high-visibility campaign. "During this period, the customer is exposed to more intense communication, which allows us to present our products in a differentiated way. We reinforce stock and integrate strategies such as influencer partnerships, progressive discounts, and a well-prepared operation to handle the increased sales flow," says Eduardo Abichequer, CEO of the startup.Yoolof sustainable and minimalist sneakers.
"In terms of strategy, we also realize that it is possible to apply common techniques from info products to retail, creating a more attractive and personalized shopping journey. At Yuool, this year, we will offer personalized discounts for each customer journey, which provides the consumer with a real advantage when getting to know our sneakers and becoming our customer," he states. Regarding organization and opportunity to ensure the effectiveness of purchases, the CEO also states: "Black Friday is planned five or six months in advance to maximize awareness and ensure that, by the big day, the customer has been effectively impacted, reinforcing our commitment to offering a unique and valuable experience," concludes Abichequer.
Finally, it is worth highlighting that the end-of-year shopping season is an opportunity to attract consumers who start planning weeks before the major promotions.According to Maria Fernanda Antunes Junqueira, co-founder and Managing Director of Atolls in Latin America – the group to which she belongsCuponation, a reference in coupons and discounts -, “today's consumers are more strategic and aware than ever. They do research, compare prices and use various tools to maximize their purchasing power. In this scenario, offering discount coupons becomes a powerful strategy to capture the attention of customers who are already prepared and engaged in the purchase planning phase. Discount coupons offer a clear benefit to the consumer, giving them the real feeling of getting a good deal”, he concludes.
