In a year when conscious consumption and a focus on experiences are redefining Brazilians' priorities, Black Friday 2024 emerges as a less celebrated date—at least in online searches. A survey of theSemrush, digital marketing platform specializing in online visibility, indicates that interest in the date dropped 52.5% compared to the previous year, with searches plummeting from 8 million in October 2023 to 3.8 million in the same month this year. In the global scenario, the decline was more subtle, with a decrease of only 2.3% compared to the previous year.
Erich Casagrande, marketing leader at Semrush BR, highlights that this decline in interest in Black Friday signals an important transformation in the behavior of Brazilian consumers. "The decline in searches reflects a consumer who is not driven by impulse but evaluates the value of offers more critically. People are more conscious, seeking both the lowest price and what truly meets their needs and expectations," he comments. According to Casagrande, this new profile represents a more selective user who is attentive to the truthfulness of promotions, demanding transparency from brands and proposals that truly make sense in the current context of their lives and priorities.
The survey also investigated which date-related terms were the most searched by the national population. In October 2024, "Black Friday" and "Black Friday 2024" led the ranking with 673 thousand searches each. "when is Black Friday" has already accumulated 135,000 searches, followed by "Black Friday date" with 33,300, and "Black Friday warm-up" with 18,100 searches. These data suggest a more targeted interest in planning the date and specific information, rather than a frantic search for deals.
"Analyzing the most searched terms is essential for merchants and retailers to understand what the consumer is really looking for," comments Casagrande. By incorporating these keywords into content, product descriptions, and campaigns, brands can increase their visibility and relevance in searches, enhancing their chances of attracting a more qualified audience. Black Friday is a unique opportunity, and aligning SEO strategy with the customer's real interests can be the difference between being found or ignored amidst the competition, she concludes.
Additionally, Semrush analyzed the10 most visited retail websites by the Brazilian population in September 2024. Check it out:
- Free Market – 240,066,049
- Amazon – 205,904,113
- Shoppe – 140,207,855
- OLX – 93,574,503
- Aliexpress – 68,129,922
- Magazine Luiza – 65,854,956
- Kabum – 32,750,962
- Bahia Houses – 26,252,916
- Netshoes – 23,850,769
- Americanas – 22,646,380
Casagrande observes that the ranking reflects a market dominated by large international players. "The Brazilian consumer has embraced a variety of global options, such as Amazon, Shopee, and AliExpress, which hold prominent positions alongside national platforms. This demonstrates the search for variety and price competitiveness, something these giants are able to offer," he comments.
The specialist also highlights that, for domestic retailers, the presence of these companies at the top of the ranking represents a challenge, but also an opportunity. "The competition with international brands requires strong digital strategies, especially in SEO and personalized shopping experiences, to stay relevant and attract the Brazilian consumer, who is increasingly selective and attentive to where they find the best value," he concludes.
