In a year where conscious consumption and a focus on experiences are redefining the priorities of Brazilians, Black Friday 2024 emerges as a less celebrated date — at least, in the searches made on the internet. A survey of theSemrush, digital marketing platform specialized in online visibility, points out that interest in the date has 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 fall was more subtle, with a decline of only 2,3% compared to the previous year
Erich Casagrande, marketing leader of 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 does not get carried away by impulse", but evaluates more critically the value of the offers. People are more aware, looking for both the lowest price and what truly meets your needs and expectations, comment. 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 terms related to the date were most searched by the national population. In October 2024, "Black Friday" and "Black Friday 2024" topped the ranking with 673 thousand searches each. "when is Black Friday" totaled 135 thousand searches, followed by "Black Friday date", with 33,3 thousand, and "Black Friday warm-up", with 18,1 thousand searches. These data suggest a more targeted interest in date planning and specific information, instead of 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", comment Casagrande. "By incorporating these keywords into content", product and campaign descriptions, brands can increase their visibility and relevance in searches, enhancing your chances of attracting a more qualified audience. Black Friday is a unique opportunity, and aligning the SEO strategy with the real interests of the client can be the difference between being found or ignored amid the competition, complete
Furthermore, 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
- American – 22,646,380
Casagrande notes that the ranking reflects a market dominated by large international players. "The Brazilian consumer has embraced a diversity of global options", like Amazon, Shopee and AliExpress, that hold prominent positions alongside national platforms. This demonstrates the pursuit of variety and price competitiveness, something that these giants can offer,"comments.
The specialist also emphasizes that, for national retailers, the presence of these companies at the top of the ranking represents a challenge, but also an opportunity. "Competition with international brands requires strong digital strategies", especially in SEO and personalization of the shopping experience, to remain relevant and attract the Brazilian consumer, that is becoming increasingly selective and attentive to where it finds the best value, finalizes
