Black Friday 2024 reaffirmed its role as the biggest retail event in Brazil, bringing significant results and consolidating growth trends. According to the Retail Performance Index (RPI) released by HiPartners, the period recorded significant gains in both visitor flow and revenue, demonstrating the strong adherence of consumers and the success of the commercial strategies adopted
Shopping centers led the growth, with a 17% increase in visitor traffic on Black Friday compared to the same day in 2023. Physical stores also showed positive performance, with a 15% increase in the period
The results of Black Friday 2024 reinforce the strategic importance of this event for Brazilian retail. The growth in visitation flow and the performance of key segments, such as cosmetics and clothing, they demonstrate the consumption potential and the resilience of the market, even in the face of economic challenges. However, the regional disparities and the declines in some categories indicate opportunities for adjustments and innovations in sales and marketing strategies for the coming years."highlights Flávia Pini", partner of HiPartners
However, even with the overall success, the revenue on Friday recorded a decrease of 1,02% compared to the previous year, suggesting changes in consumption behavior and promotional dynamics
The revenue from Black Friday 2024 brought solid results, with a growth of 6% in the week compared to 2023. The 1% drop on Black Friday Friday may be associated with various factors such as the migration of some consumers to e-commerce platforms, but, in general, the performance reflects the success of the commercial strategies adopted and the confidence of consumers in physical stores to shop at the largest retail event in Brazil, said Henrique Carbonell, CEO of F360, financial management platform that provides sales data to compose the analysis
Monthly Performance
When observing November 2024 as a whole, the flow of visitation in physical stores grew 3% compared to November 2023. When compared to October 2024, the impressive increase was 41%. These numbers highlight the relevance of Black Friday as a catalyst for consumption in the month, even though in some categories the performance of the promotional week has surpassed that of the month
However, the regional performance revealed striking contrasts. While the Northeast and Southeast showed strong growth in visitation flow on Black Friday (+22% and +18%, respectively, the Midwest and the South recorded significant declines, with the Midwest showing a decrease of 31%
Highlights by Segment
The segments also showed disparities. The category of "Pharmaceutical articles", doctors, orthopedic, of perfumery and cosmetics" was the absolute highlight, with a growth of 68% on Black Friday compared to the previous year. On the other hand, segments such as "Office equipment and materials", "computer science and communication" recorded a sharp decline (-75%)
