Every year, Black Friday is a huge sales success online. To give you an idea of this year's success, according to data from Confi Neotrust, e-commerce generated around R$4.76 billion. December, especially due to Christmas, another of the strongest dates for online retail, is no different. Last year alone, e-commerce generated R$26 billion between December 1st and 25th.
But after the peak of online shopping, comes the challenge: how to prevent the "flight" of customers who only buy during these big promotions and disappear for the rest of the year? The period following Black Friday and Christmas is crucial for digital retail, because during this "off-season" period, many retailers see activity slow down and fail to take advantage of the momentum generated at the end of the year to adopt strategies and keep their audience active.
The phenomenon is old, but it has intensified with the advancement of e-commerce and the increasingly volatile behavior of the digital consumer. “Selling well is important, but the real differentiator lies in after-sales service. It is at this moment that the brand should use purchase data to offer personalized communications, relevant offers, and consistent experiences. Ignoring this step means losing the chance to build a bond with those who have already shown interest,” comments Rodrigo Garcia, executive director of Petina Soluções Digitais, a startup specializing in sales management via marketplaces.
With this in mind, the executive listed strategies for retailers to adopt during this period:
"Investing in promotions and communication: Constant promotions and the ease of comparing prices between stores cause customers to choose based on price, not loyalty. Therefore, after-sales service has become one of the most strategic points for those seeking sustainable results," adds Garcia.
"It is at this moment that the brand needs to demonstrate relevance and build trust. Sending personalized offers, providing repurchase benefits, and maintaining an active dialogue are measures that make all the difference," explains Garcia.
Using and 'leveraging' data intelligence:
In addition to maintaining contact, it's necessary to understand consumer behavior based on data collected during peak sales periods. Information about purchase profiles, frequency, and average order value allows for the identification of repeat purchase opportunities and the personalization of communications. Brands that utilize this intelligence are able to reduce customer churn and continuously increase revenue.
Take advantage of seasonal dates
Seasonal dates remain crucial for digital retail, both for sales opportunities and for their ability to keep consumers engaged throughout the year. The period following Black Friday and approaching Christmas typically sees more intense campaigns, as does Cyber Monday itself. But the calendar isn't limited to these major events: occasions like Mother's Day, Father's Day, Children's Day, back-to-school season, regional events, and "equal" dates like October 10th, November 11th, and December 12th have also gained traction by stimulating planned purchases and specific promotional activities.
“Brands that structure their calendar in advance are able to maintain a continuous flow of communication and offers that directly engage with consumer behavior, reducing dependence on large promotions and strengthening repeat business,” explains Rodrigo.
Investing in retail media:
Another essential point is the use of retail media, advertising within the marketplaces themselves, which helps keep the brand visible even after the promotional period. By segmenting campaigns based on browsing history and audience preferences, the retailer remains visible to those who have already shown interest, reinforcing the bond built during major sales events.
Experience can be more decisive than price.
With consumers becoming more informed and selective, the trend is for competition for attention to intensify next year, with the expectation that Brazilian e-commerce will continue to expand. Research by Americas Market Intelligence (AMI) shows that the sector is expected to grow by 20% in 2026, reaching US$432 billion, considering purchases and payments in various segments, from retail to streaming.
“Price is still an attractive factor, but what builds loyalty is the experience. Brands that understand this will build more lasting and healthy relationships with their audiences,” concludes Rodrigo.
