Brazilian retail is experiencing an atypical scenario this end of the year. The coincidence between the payment of the first installment of the 13th salary and Black Friday generated a significant movement in November, which could alter the pace of traditional Christmas shopping. This analysis is from FCamara, a technology and innovation ecosystem with a strong presence in both physical and online retail.
According to data collected by the company, this year's Black Friday saw an 18% increase in sales compared to 2023, with revenue exceeding R$7.2 billion in a single day. For comparison, last year the growth was 6.5%.
Bento Ribeiro, senior Retail director at FCamara, points out that the coincidence of these dates created immediate liquidity for the consumer, who took advantage of the moment to make advance purchases of higher value. "The challenge now will be to maintain the pace for the rest of the holiday season," he/she/they states.
"With approximately R$64 billion injected into the economy due to the 13th salary payment, consumers took advantage of the fresh money to purchase already desired items, such as electronics, smartphones, and appliances," explains Ribeiro. "The problem is that, by bringing these purchases forward, December may feel the effects of a emptier wallet, especially in categories that traditionally have a sales peak at Christmas," she adds.
Despite this, FCamara predicts that sectors such as fashion, perfumes, and cosmetics will continue to thrive, with an estimated growth of 10% compared to last year. The toy segment will also grow, but more modestly, by around 5%. Conversely, electronics and appliances are expected to experience a significant decline, estimated at 8%, due to the strong performance of Black Friday.
“Retail had an explosive November, but could face a quieter Christmas than normal. The strategy now will be to attract consumers with good promotions in December, preventing stocks from remaining stagnant”, concludes Ribeiro.
