The food retail sector is optimistic about this year's Black Friday, with projections of revenue growth. According to Neotrust Confi data, online retail is expected to record a 9.1% increase in sales during the main promotion week, which ends on November 29. Data, which has become one of the most important for commerce, especially electronic commerce, promises to boost sales in the food segment as consumers take advantage of offers to stock essential items and enjoy exclusive promotions.
Following this trend, Daki projects an increase of up to 30% in sales during the month of November. With a boost of promotions and aggressive campaigns throughout the month, the expectation is to achieve up to 50% or 60% growth in sales in certain categories. "The impact is expected to be quite positive, and some subcategories such as alcoholic beverages, olive oil, dairy drinks, spirits, liqueurs, and other non-alcoholic beverages stand out as some of the main drivers of Black Friday growth in the supermarket sector."
To give an idea, according to a survey conducted by NielsenIQ Ebit, a leader in information and insights on e-commerce in Brazil, the number of gondola product orders increased by more than 157% during the same period last year. Furthermore, the data shows that the revenue from online sales of fast-moving products, such as Food and Beverages, was the highlight of Black Friday 2023 and grew by 91% in sales compared to 2022.
With this in mind, companies in the sector are already preparing for the increase in demand by strengthening inventories, investing in targeted promotional campaigns, and taking the opportunity to attract different consumer profiles.
For Rafael Pinto, Fulfillment Director at Daki, a fully digital complete market app, the data has been transforming, expanding its reach beyond traditional electronics and major consumer goods. "Black Friday is no longer a date focused only on electronics and major consumer goods. In the food sector, we have observed a growing demand for basic and convenience items, mainly driven by increased digitalization and the use of delivery apps. This reflects a change in shopping habits, where consumers seek practicality and savings in stocking their supplies," he comments.
According to the Latin America Digital Transformation Report 2024, Brazil recorded the world's highest growth in e-commerce that year, with a 16% increase in online sales. This rapid increase directly reflects the growing demand for food and beverages through apps, bringing significant logistical challenges, especially during peak periods like Black Friday. To ensure a satisfying shopping experience, it is essential to guarantee the efficiency of deliveries and the proper stocking of inventories, avoiding operational bottlenecks and meeting consumer expectations.
“To maintain a satisfactory shopping experience, Black Friday requires precise planning. In addition to anticipating an increase in order volume, it is essential to ensure that the entire supply chain operates without interruptions. The biggest challenge is not only to absorb the increase in sales, but to do so without compromising the quality of service. We expect a significant increase in sales, which involves everything from inventory control to efficient deliveries, which need to keep up with the accelerated pace of online shopping during this period,” he concludes.
