After two years of sluggish activity, this year's Black Friday promises significant changes, with an expected 10% increase in total revenue — reaching up to R$ 7.6 billion — and a 14% growth in the number of orders. These trends were revealed in a study conducted by the companies of the Stefanini Group.
Although sales volume is increasing, the data shows that the average ticket should decrease by 4%. This suggests that, although people continue to buy, they will spend less per transaction compared to previous years, reflecting consumer caution and requiring more sophisticated sales strategies from retailers.
According to specialist William Santos, commercial director of VarejOnline, a company specialized in technology for managing stores, franchises and points of sale (POS), the secret to achieving high revenue during this period, even with more moderate consumers, is in the combination of effective marketing strategies, inventory management and customer experience.
One of the first recommended steps is to anticipate promotional actions. "Starting to prepare the audience weeks in advance with teasers and exclusive offers for registered customers can create an expectation that translates into significant sales," he says.
Furthermore, data analysis of previous editions can provide insights to set prices and identify products with greater sales potential. The use of ERP (Enterprise Resource Planning) systems allows retailers to make decisions based on this accurate information, from inventory management to customizing offers for different customer segments.
"An efficient ERP can integrate all store operations, from purchasing to sales, optimizing logistics and ensuring that the right products are available at the right time," continues Santos. With these tools, it is possible to quickly adjust pricing strategies and promotions, maximize profitability, and improve the customer experience.
Inventory management is another crucial factor. Store owners who closely monitor demand and maintain a balance between supply and demand tend to avoid stockouts, ensuring that the most desired items are always available.
“Finally, the customer experience, whether in the physical or digital environment, cannot be overlooked. Investing in a smooth purchasing journey, with fast and efficient service, can be the difference that transforms a one-off sale into a lasting relationship with the customer. For online retail, this includes ensuring that the website is optimized for high traffic and that payment and delivery options are clear and varied,” reinforces the expert.
