After the busy Black November, the retail focus shifts to the next big sales marathon: Christmas. However, it is important for retailers to understand the changes in consumer behavior between these dates in order to adjust their strategies. If on Black Friday the purchases are mostly personal, at Christmas, they are aimed at gifting family and friends.
THEinvoicingduring Black November 2024 was R$9.3 billion, representing an increase of 10.5% compared to the results of 2023, according to the Hora a Hora platform, from Confi.Neotrust, in partnership with ClearSale. For Christmas, the expectation ismoveR$69.75 billion in sales, as indicated by the National Confederation of Commerce of Goods, Services and Tourism (CNC).
Since consumers' goals tend to change over time, it is important to observe the differences before considering promotions. "While Black Friday is marked by quick and personal purchases, Christmas brings a much greater emotional load, with a focus on gifts. The retailer who understands this change in behavior and adapts their offers, from product selection to communication, will be one step ahead in winning over the consumer and increasing sales," says Bruno de Oliveira, founder and CEO of theEcommerce in Practice, the largest e-commerce school in the world.
Another determining factor is the higher purchasing power at the end of the year, driven by bonus payments and the 13th salary. Black Friday has already been significantly positively impacted by the first partner of the 13th salary, with a 10.5% increase year over year. This scenario expands the positive outlook for Christmas regarding sales volume.
According to Bruno de Oliveira, it is advisable to create emotional campaigns, bet on a gift kit strategy, and also invest in the development of communications or booklets with a list of recommended gifts. "People start researching two weeks before the holidays, that is, after the first week of December, so prepare for this period," he explains.
Another strategy recommended is to start by utilizing your loyal customer base, especially those who purchased during Black November, offering exclusive promotions. And here, it is worth using all available channels, such as WhatsApp, social media, and emails, to reach this customer.
For the period, it is also important to pay attention to logistics. People are very concerned about whether their online purchases will arrive in time for the gathering. Therefore, it is essential to have a process that works to prevent delays and, if possible, offers special conditions for faster delivery. Facilitating exchanges and returns is also essential for the period.
Ecommerce in Practice
Ecommerce in Practice is the world's largest e-commerce school, one of the top 10 educational content initiatives in Brazil, and part of the Nuvemshop ecosystem. With the purpose of reducing the barriers of online sales throughout Latin America so that anyone can make a living from e-commerce, the school already offers more than 38 courses and 450 classes in a single place, having transformed the lives of over 130,000 entrepreneurs.
