Magalu grew double-digit during Black Friday 2024. The company sold more than 1.2 billion reais in products on Friday alone, recording growth across all its sales channels (e-commerce, marketplace, and physical stores) and marking its best Black Friday in history. The number of customers who shopped at Magalu's Black Friday increased by 16% compared to last year.

On that date, Magalu's app was the most downloaded in Brazil, all of its brands (Magalu, Kabum, Época Cosméticos, and Netshoes) were among the most discussed on Twitter, and the company achieved great engagement with its Black Push promotional campaign. This was truly a historic Black Friday for Magalu. In a year when the company has been in a recovery pace, reporting profit in every quarter, having a busy sales event like this makes anyone in retail happy, says Fabricio Garcia, Magalu's Vice President of Operations. We managed to have a great Black Friday, with balanced margins and increased market share.

TVs, smartphones, refrigerators, and washing machines were the highlight categories on Black Friday, products that are "dream purchases" and that customers traditionally wait for Black Friday to take advantage of discounts. But among the fastest-growing categories were lines such as supplements, musical instruments, babies, beauty, games, cleaning, wearables, and toys – with a highlight on marketplace products that were already stocked in Magalu's distribution centers, in fulfillment.

The company also leveraged the data to implement its credit strategy. Luiza Card was a highlight in installment payments and Digital CDC, and the possibility of paying with two cards made its debut on Black Friday with impressive numbers. And the increase in sales was not reflected in an increase in complaints, with the NPS (Net Promoter Score) rising by 9 points and a 26% reduction in the total number of complaints on Reclame Aqui compared to last year. For this, technology was very important: the number of customers who resolved their issues through self-service increased by 64% this year.

Among the highlighted products is the PlayStation 5, whose sales increased tenfold on Friday, the 29th. The number of video games sold—with a discount of nearly 1,000 reais—in a single day exceeded the total sold throughout the entire month of October.

During the pre-Black Friday week, from November 25 to 27, Magalu launched the Black Push campaign, exclusive to the company's app users, with offers ranging from 50% to 80%, sent only through notifications. On the first day, the success was with the sale of 4,000 bottles of Gallo 500ml olive oil in just 15 minutes. The amount was only 9 reais. The next day, customers sold out of 4,000 gallons of OMO 4.2L liquid soap in 4 minutes, which was on promotion for only 10.90 reais.Other surprise discounts included the 32-inch Vizzion Smart TV for only 550 reais, the Corona beer pack for 15 reais, among others.

The company has been offering discounts since the beginning of the month, with “now or never” offers – promotions that last only 24 hours and don’t come back cheaper, payment options in up to 24 installments, exclusive discounts on the app with the “Black Push” campaign and a marketing strategy with names such as influencer and presenter Diogo Defante, CazéTv, socialite and digital influencer Narcisa Tamborindeguy and names on the rise on social media such as Láctea, Priscila Evellyn, Cela and Patrícia Ramos.

THESerasa Experian Trade Activity Indicator,First and largest datatech in Brazil, showed that the "Black Friday" offers brought an unprecedented boost to brick-and-mortar retail in 2024. Sales increased by 18.7% in the week from November 25 to December 1, 2024, compared to the same period last year. This performance marks the largest growth ever observed since the beginning of thehistorical series, in 2017. Check the breakdown by year in the following chart

Considering only the weekend from November 29 to December 1 of this year, compared to the same period in 2023 (November 24 to 26), the variation was even higher, at 23.9%. "The payment of the first installment of the 13th salary, along with the strategies adopted by retailers, may have significantly contributed to the increase in sales, attracting consumers willing to spend," evaluates Serasa Experian economist Luiz Rabi.

To check more information and the historical series of the indicator,Click here

A ClickBus, a solutions platform for travelers and road transport companies, registered96% growth in GMV on Black Friday(29), compared to the same period last year.

Among the most sought after and purchased routesfor bus travelers during Black Friday, the routes between the capitals of São Paulo to Rio de Janeiro, Curitiba to Greater São Paulo; São Paulo to Florianópolis and Belo Horizonte stand out.

The brand chose to distribute its Black Friday offers at different times, starting with discounts of 35% from November 6 to 27, and from November 28 to December 1, it offered even more aggressive discounts such as R$50.00 for new customers, discount coupons valid throughout November, and some sections at R$9.90. During the four days of the promotion, from Thursday to Sunday, the company experienced a growth of about 65%.

“The results of Black Friday reflect the desire of Brazilian consumers to invest in experiences, and we have prepared an incredible variety of incentives for customers, ranging from long-term coupons, flights for less than ten reais and prices directly in the app’s shopping cart. On this date, we noticed that travel and vacations became even more important on customers’ priority lists, and the most sought-after routes were to cities in the South and Southeast of Brazil during the summer. We expect to have even more sales for the high season, especially during the holiday period,” he says.Michelle Xavier, Marketing and Growth Director at ClickBus.

THEKaBuM!- Latin America's largest technology and gaming e-commerce platform - held its biggest Black Friday in history in 2024. This year, the campaign started even earlier, with early offers from October and various strategies that brought consumers closer. The result could not be different: the brand grew 17% in overall sales just on Thursday (28) and Friday (29), compared to Black Friday last year. Discounts reached up to 90% in categories such as hardware, computers, peripherals, consoles and games, smartphones, and much more. The consumer also benefited from a series of advantages such as free shipping, installment payments of up to 10 times without interest, 15% off on PIX payments, and additional coupons.

The main highlight was the current favorite, the PlayStation 5. With sales six times higher than last year and establishing itself as the biggest seller of the console in Brazil, if the total products were stacked, they would reach a height equivalent to 59 Eiffel Towers located in Paris. The item was even sold at the lowest market price, under 3,000 reais during Black Friday, and also offered an additional 300 reais off coupon for consumers last Thursday (28). Another item of desire for the year was a laptop. The e-commerce sold the equivalent of 15 football fields just with the product.

"Our mission was to make the biggest Black Friday of all time, and we succeeded! During the period, KaBuM! had the opportunity to promote offers beyond what the public expected, with the possibility of even upgrading desired items. We prepared our stock throughout the year and anticipated the offers so that the ninjas could make the most of it," says Julio Cesar Trajano, CEO of KaBuM!

A category that achieved good sales reach was hardware, with an increase of about 10% during last Thursday and Friday, compared to 2023. Products sold and delivered directly by the brand (1P) show a 14% increase in the period. The KaBuM! marketplace, composed of partners who sell on the e-commerce platform (3P), grew 32% in sales between November 28 and 29.

Another big revelation of Black Friday was the vacuum robot. KaBuM! has three of the ten most searched models in the category during this year's period, according to data from the price comparison sites Zoom and Buscapé. All are part of the brand's own line, called KaBuM! Smart. THEKaBuM! vacuum robot Smart 900It is at the top of this list precisely because it is so innovative and efficient, with automatic device cleaning after cleaning.The KaBuM! Smart 700appears as second place and theKaBuM! Smart 1007th among the most sought after on Black Friday 2024.

"Throughout the year, we consolidated a marketing strategy that contributed to an even stronger brand for Black Friday, which resulted in a 26% increase in visits to our website during that period," says Bruno Chamas, Head of Marketing at KaBuM!

Logistics

In 2024, KaBuM! experienced growth in its logistics sector, which increased by 84% in the workforce at the distribution center in Viana, Espírito Santo, and by 37% at the Extrema distribution center in Minas Gerais, compared to one month before Black Friday. To meet the high demand, the brand increased the shift from 3 to 4, operating continuously from November 24 to 26.

Physical store

And it's not just on the website that the offers were successful among the public. This was the first year that KaBuM! had its physical store during a Black Friday. Located in the North Zone of São Paulo, the space features over 6,000 OpenBox products that received up to 90% off between December 25 and December 1. During this period, the largest sale since its opening in April of this year was made, and Friday's sale was almost ten times that of a typical day at the physical location.

The store featured influencer activations such asBig steakandLost, in addition to flash offers, always at 6 pm, with special discounts for customers looking for items such as PS5, robot vacuum cleaners, video cards, processors, monitors, gaming PCs, among others.

Live record

In 2024, KaBuM! held a true marathon of live broadcasts to get closer to consumers and not let a single offer go unnoticed. And once again, the brand broke its own record. It was about1,000 hours of live streaming, in various formats and platforms, for 48 consecutive days. The lives featured exclusive offers, coupons, product drops, and participation from special guests, such asGauls, BrinaandCanaltech. Last Thursday, 28th, the influencerGustavo Ferrarezi, from Labz Studio, was live directly from the KaBuM! distribution center in Viana (Espírito Santo), and assembled two high-performance gaming PCs – valued at 15,000 reais each. The two machines were offered with a 99% discount to lucky viewers during the broadcasts. The streamerHe/She/It is coming.also carried out, in a brand live, the drop of a PS5, with the same percentage.

Influencer Squad

It was all KaBuM! on KaBuM!'s social media during this Black Friday. The e-commerce assembled a squad of 42 influencers who, together, reach over 80 million people. In addition to the ambassadorsGauls, Paulinho the CrazyandHe/She/It is coming., names such asVirtue, TechGus, Bruno Halal, Thay Brilliant, As for the, Bella Reboredo, Cozy Price, Larissa Martins, Ana Beatriz Wingert, Luke Kaell, Vivi Hyunand many others. KaBuM!'s big bet wasMarco Tulio, which became a realgamerfor Black Friday in content with the POV style trend. Youvideoshave already impacted more than 30 million people on social media.

Community at the heart of the business

KaBuM!'s relationship with its community is longstanding. And nothing is more fair than giving back to those who are always present. This Black Friday, those who use the brand's channels, such as the channel onTelegram, broadcast list byemailandInstagram, close friendsof the Ninja andDiscord, received exclusive benefits, such as coupons in the app, weekly draws with 90% off on the PS5 console and drops of the most favorite products with 90% off per week.

Trending topics

With this brand positioning, the result could not be different. KaBuM! reached the trending topics of theX(Ex-Twitter) 15 times throughout November. On Black Friday, indeed, between the 28th and 29th, the brand was in first place in the TTs for both days with #BlackFridayKaBuM.

Black Friday extended

December has arrived, but KaBuM!'s Black Friday is still going on. The e-commerce campaign has been extended until this Tuesday at 9 a.m., with the same conditions. Impressive offers of up to 90% off on categories such as hardware, peripherals, consoles, and smart home. Take advantage of the last hours to secure those highly anticipated products at the best prices.

Confirming the positive forecasts for the national retail sector for Black Friday 2024, Criteo, the commerce media company, recorded a significant increase in the volume of transactions in Brazilian e-commerce over the past few weeks, compared to the performance observed in the same period last year.

According to data from Criteo, the largest independent ad tech in the world,total national e-commerce sales this Black Friday exceeded 9%the transaction volume observed in the seasonality of 2023 Alreadythe average spending of Brazilian consumers was 4% higherin this 2024 bidding season compared to the same period last year.

“This year’s Black Friday results point to a strong holiday sales season, with consumers showing great enthusiasm for spending even after weeks of early deals. This increased interest in the event, amid a broader sales environment, signals valuable opportunities for brands and retailers to drive holiday growth,” said Tiago Cardoso, Managing Director for Latam at Criteo.

“By maintaining momentum with personalized, omnichannel messaging – whether online, mobile, social or in person – they can meet consumers wherever they are shopping. With increased investment in AI, we can expect retailers and brands to leverage AI-driven strategies to optimize campaigns, maximize engagement and turn that holiday interest into lasting customer loyalty.”

The increase occurred across various product verticals analyzed by Criteo, which maintained a strong three-digit percentage rise that had already been observed in the previous season.The values refer to online organic sales made at over 400 Brazilian retailers, considering all devices.

Percentage increase in unit sales, Brazil. Baseline: Average from October 1 to 28 of each year.