With Black Friday approaching – scheduled for November 29th – small and medium-sized entrepreneurs are already preparing to take advantage of the date and boost their sales. The phenomenon of the 'Black Friday warm-up', which has gained strength in recent years, allows merchants to start promotions before the official date, creating anticipation among consumers. However, to ensure that retailers succeed on the date and avoid losses, experts warn about early planning, both financial and product-wise.
According to Cassius Leal, founder and CEO of Advys Contabilidade, the 'Black Friday warm-up' helps retailers map out what most attracts customer interest and, as a result, they can adjust their stock more efficiently, avoiding losses.
“Preparation (for the date) involves financial and inventory planning, especially for small and medium-sized businesses, which have less room to absorb errors,” reinforces the specialist, who also highlights that it is essential that businesspeople ensure that promotional prices cover all fixed and variable costs, including tax charges.
Leal also warns about the risks of price 'masking' practices, which can compromise the company's reputation and result in legal penalties. "Well-defined pricing strategies, structured cash flow, and compliance with consumer protection regulations are also essential to avoid losses," the specialist pointed out.
According to the accountant, although Black Friday is a significant opportunity to boost sales, it also involves risks, mainly due to the sudden increase in sales. "Strategies such as targeted promotions, progressive discounts, and product combos can increase the average ticket without compromising companies' profitability," said the expert. "Another strategy is to bet on the shopping experience, differentiating through personalized service and added gifts or benefits, rather than relying solely on aggressive discounts," complements Leal.
Furthermore, the founder and CEO of Advys Contabilidade highlights that Black Friday can be an excellent opportunity to strengthen the company's cash flow before the year-end festivities. "For many small businesses, this is the ideal time to build a financial reserve, which will be essential to cover expenses such as the thirteenth salary, taxes, and employees' vacations," said Leal.
The specialist also emphasizes that Black Friday should be viewed as a strategic marketing action, not just a sale. "When well planned, it can become a long-term success milestone," concludes Leal.
