Black Friday, an event imported from the United States, stood out for large discount offers across a wide range of retail sectors. Officially held on the last Friday of November, the day after Thanksgiving, which is celebrated on Thursday when many American families gather. In Brazil, theBlack Friday 2023 negatively surprised the online retail market and presentedremains at 2.4%, compared to the same period in 2022, withR$ 8.52 billionin sales. In 2023, on Black Friday, theSpeedo Multisport made 60% more moneyin e-commerce than in 2022”, comments Roberto Jalonetsky, CEO of Speedo Multisport.
“We are aware of these changes and evaluating strategies to adapt our marketing and sales planning to new consumer dynamics”, highlights the CEO ofsports brand present in more than 40 thousand points of sale and 1 thousand cities across the country.
According to recent research,69%of Brazilian consumers wait 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 wantThis gives an advantage to companies that are already established in the market. In water sports, for example, we have more than 80% market share and we know that part of our audience waits until November to try new product categories they will use in the summer, such as clothing., says Jalonetsky.
This year, interest has increased by 5 percentage points compared to 2023, as revealed by the most recent survey, and around85% of consumers are already preparing to take advantage of the next Black Friday offers, which will be on November 29.
Speedo Multisport's expectation for this year isincrease revenue by 45%compared to the same period in 2023. “We expect growthsignificant in consumer engagement, especially due to the increased interest we have observed in the latest surveys. At Speedo Multisport, we have prepared a diversified portfolio of strategic offers to attract this audience that is already planning their purchases," says Jalonetsky.
“Our goal is to provide a shopping experience that not only enhances the promotional moment, but also strengthens our relationship with customers, guaranteeing high-quality products and exclusive benefits,” he adds.
