Black Friday 2024 brought significant results for Brazilian retail with a 16.1% increase in sales compared to the same period last year, according to Cielo data. This movement reinforces the importance of taking advantage of the market warming at the end of the year, both to boost Christmas sales and to plan strategies for 2025. But how can entrepreneurs maximize these opportunities?
According to industry experts, the secret lies in integrating short-term and long-term actions, using the momentum of the moment to maintain customer engagement and ensure consistent results. "Black Friday is just the beginning. the real difference lies in how companies connect this campaign with Christmas and, from there, structure their planning for the following year," he/she statesFernanda Clarkson, CMO of SuperFrete.
Christmas represents one of the biggest sales opportunities of the year. According to Clarkson, an effective strategy is to leverage the data collected during Black Friday to create personalized campaigns that increase customer loyalty. "Using remarketing tools to engage consumers who purchased or showed interest during Black Friday can be decisive in converting these interactions into new Christmas sales," he explains.
Another key point is to explore different promotions, such as gift kits orfree shippingfor orders above a certain amount. These strategies encourage larger purchases and add value to the consumer's experience.
Furthermore, ensuring efficient logistics is essential. The holiday season requires quick delivery, which can be a challenge for many businesses. "Entrepreneurs need to review inventories, align logistics partners, and set realistic delivery deadlines. This not only improves the customer experience but also reduces the risks of returns or complaints," he/she/they adds.
While Christmas closes the sales cycle of the year, 2025 should be planned with a strategic vision. An important tip is to use the commercial calendar as a tool to map out the main sales periods and align campaigns with market seasonality.
“Companies that prepare in advance have a greater chance of success. Planning campaigns at least three months in advance allows you to adjust stocks, create marketing strategies aligned with market trends and make the most of each seasonal date,” he highlights.
Another recommendation is to diversify sales channels. With the growth of marketplaces and the strengthening of own e-commerce, entrepreneurs should evaluate which platforms generate the most return and invest in integration strategies. "Marketplaces are great for attracting new customers, while owning your e-commerce offers greater control over the brand and consumer data. The balance between the two is key," says the CMO.
However, entrepreneurs should pay attention to inventory management and monitor sales performance in real time. Thus allowing the identification of best-selling products and adjusting strategies as needed.
“Thinking long-term is essential. Black Friday and Christmas are very important moments in the commercial calendar, and the lessons learned during this period will certainly serve as a differentiator in building a solid and sustainable 2025,” concludes Fernanda.
