A Black Friday, event imported from the United States, stood out for great discount offers in a wide variety of retail sectors. Officially held on the last Friday of November, data following Thanksgiving holiday, held on Thursday, when many American families gather. In Brazil, a Black Friday 2023 negatively surprised the online retail market and presentedfall of 2,4%, in relation to the same period of 2022, withR$ 8,52 billionin sales. In 2023, on Black Friday theSpeedo Multisport made 60% more money"not e-commerce than in 2022", comment Roberto Jalonetsky, CEO of Speedo Multisport
"We are attentive to these changes and evaluating strategies to adapt our marketing and sales planning to the new consumer dynamics", highlights the director-general of thesports brand present in more than 40 thousand points of sale and 1 thousand cities across the country.
According to recent research, 69%Brazilian consumers are waiting for promotions from a specific brand, 35%seek attractive prices as their main differentiator and44,8%they intend to buy through e-commerce. “These data show that thePeople have already planned for this date and already know the product and brand they want. This brings an advantage to companies that are already established in the market. In water sports, for example, we have over 80% market share and we know that part of our audience waits for the month of November to try new product categories that they will use in the summer, how, for example, manufacturing, comment Jalonetsky
This year, interest increased by 5 percentage points compared to 2023, as revealed by the most recent survey and, about85% of consumers, they are already preparing to take advantage of the offers for the next Black Friday, what will be on November 29.
The expectation of Speedo Multisport, for this year, éincrease revenue by 45%compared to the same period in 2023. "We expect growth"significant in consumer engagement, especially due to the increase in interest that we have gathered in the latest surveys. At Speedo Multisport, we have prepared a diversified portfolio of strategic offerings to attract this audience that is already planning their purchases, says Jalonetsky
"Our goal is to provide a shopping experience that not only values the promotional moment, but also strengthen our relationship with customers, ensuring high-quality products and exclusive advantages, complete
