Black Friday is one of the most anticipated dates for global commerce. Always held on the last Friday of November, the date initially gained prominence in the United States, marking the start of the Christmas shopping season with irresistible deals. Today, it is a global-scale event, with companies from various sectors taking the day to boost their sales. In Brazil, Black Friday has become synonymous with great opportunities for both companies and consumers, offering a chance to increase revenue in a short period of time.

Generation Z, which currently leads digital consumption, has become the main target audience for Black Friday strategies. According to a study by Ecglobal, the digital marketing ecosystem of the Stefanini Group, 50% of this group uses social media to find promotions. The research also reveals that 57% of these young people adopt Pix, which reinforces the need for companies to offer multiple payment options to attract and convert this audience.

Another relevant data point comes from Nice House's research, an entertainment hub for Generation Z, which indicates that 80.6% of this generation intends to participate in Black Friday shopping. Meanwhile, this age group is cautious: 30.9% say they avoid brands that engage in "black fraud," that is, raising prices before applying false discounts. This consumer also researches extensively before purchasing — 86.1% seek information on channels like Google and Instagram, and have a strong preference for marketplaces. "For a company to stand out on Black Friday, it's essential to do much more than just cut prices. What is at stake is creating a shopping experience that values the customer and offers something different, from communication to after-sales," comments Raphael Mattos, serial entrepreneur, investor, and best-selling author.“Sell, Profit, Scale”. 

Below, Raphael Mattos lists 10 tips that can make all the difference in your company's performance during this long-awaited date.

1. Offer special purchasing conditionsDiscounts attract consumers, but offering exclusive conditions can ensure they return to buy again at another time. Additionally, strategies such as cashback and free shipping can be decisive in retaining them. "It is important for the entrepreneur to think long-term. Offering cashback is a way to encourage the return of this customer for future purchases," he indicates.
   
2. Efficient inventory managementOne of the biggest traps for companies during Black Friday is the lack of inventory control. To avoid frustrations and cancellations, it is essential that the stock is adjusted to the demand of the period. "It is essential to have prior planning for the date, that is, good inventory management to ensure that orders are fulfilled without issues. The worst thing that can happen is having to cancel sales because the product is out of stock," he emphasizes.
   
3. Close relationship with customersThe direct relationship with the customer is becoming increasingly important. Using channels like WhatsApp or email marketing allows your company to stay connected and activate sales more effectively. "Sending a personalized message with an exclusive discount can make all the difference. The customer feels special and recognized, which increases the likelihood of conversion," he emphasizes.
   
4. Diversify sales channels to achieve greater reachTo reach more consumers and meet the shopping experience demands of Generation Z, it is essential to be present on different sales channels. In addition to a physical store, official website, and social media, marketplaces are the way to reach a diverse audience. "Diversifying sales channels allows the company to reach different audiences and improve the customer experience. The more accessible your brand is, the greater the chances of success," he says.
   
5. Invest in strategic digital marketingCommunication during Black Friday needs to be precise and efficient. Social media campaigns and email marketing are great allies to attract and engage customers during the promotional period. "Well-targeted digital marketing strategies create a sense of urgency and can attract the customer at exactly the right moment when they are most willing to buy. A good ad can be the decisive factor in converting this communication into a sale," he says.
   
6. Prepare your sales teamThe volume of atendances and transactions during Black Friday can be much higher than usual, so it is important that your team is prepared. "Customer service is the heart of the operation during Black Friday. A well-trained team, ready to respond quickly, ensures that the customer has a positive experience and returns to buy," he/she/they highlights.
   
7. Personalize the customer experienceToday's consumer values personalization. Adapting offers for each customer, whether based on purchase history or their interests, can make all the difference in the purchasing process. "Consumers want to feel special. Personalized offers, gifts, and exclusive discounts make the customer realize the value of continuing to shop at your company," he reveals.
   
8. Make payment easierOffering various payment options, such as interest-free installment plans and digital wallets, facilitates the purchasing process and increases the conversion rate. "Customers are seeking convenience. The more options you offer, the greater the chance of making the purchase easier. Eliminating barriers at the payment moment might be what it takes for the customer to complete the purchase," he points out.
   
9. Invest in after-salesThe relationship with the customer does not end with the purchase. Good after-sales service ensures that the customer feels valued and increases the chances of return in future purchases. "A good post-sale includes order follow-up, on-time delivery, and a thank-you message. These small actions create a stronger connection with the customer," she suggests.
   
10. Results analysisAt the end of Black Friday, it is important to analyze the results in detail to understand what worked and what can be adjusted for future campaigns. "It is extremely important to review sales metrics, conversion rates, and customer service. Learning from the results allows the company to be even better prepared for upcoming events," advises Raphael Mattos.

This year, Black Friday is scheduled for November 29th, and as a result, retailers and consumers are eagerly awaiting the advantages and promotions of the period, which in recent years has become one of the most anticipated dates on the retail calendar, comparable to Christmas. The main difference related to purchasing behavior is that during Black Friday, purchases are often made immediately and without consultation, as customers directly seek the lowest price; in other words, the sale goes to whoever has the best offer.

To handle this large volume of demand and scale its service capacity, the retailer would require significant costs, as well as training. On the other hand, with conversational artificial intelligence, a quality service standard is promoted regardless of the customer and time. AI after Black Friday, for example, is a major point when mentioning the importance of this service.

Impulsiveness at the time of purchase also leads to a lot of cart abandonments with products. This is where abandoned cart recovery campaigns come in, promoting a new contact so that the consumer can retrieve what they left behind. Furthermore, considering the end-to-end experience of this customer, the support for exchanges, questions, or returns through AI helps to keep the consumer satisfied.

Artificial intelligence does not replace people, but enables the company to allocate its employees in more strategic locations. The focus is that the standard of all service brought by AI fidelizes the customer, who knows that regardless of the contact moment, whether proactive or receptive, it will be of quality. Furthermore, technology ensures accessible service, as it can accommodate different languages, formats, and communication styles.

According to the Neotrust and ClearSale survey, the revenue from Black Friday 2023 in Brazilian e-commerce was R$ 5.23 billion, representing a 14.6% decrease compared to the previous year. With the decrease in online sales rates, many retailers are seeking new methods to stand out in a competitive market and cater to an audience that needs new products, in addition to digital convenience. The study of "Artificial Intelligence in Retail" by Central do Varejo, conducted in 2023, shows that 47% of retailers are already using AI, while 53% have not yet implemented this technology.

“On Black Friday, businesses tend to reach an entire month’s revenue in one day. For e-commerce, there is a greater volume of consumers on websites. Therefore, the use of AI must focus on adding quality throughout the customer journey, from research to after-sales, creating a standard of service, regardless of the time or language style, helping the customer with questions that are part of their entire shopping experience,” says Viviane Campos, Global Head of Business at Connectly.ai.

However, AI is already a reality in the retail sector, but many need to adapt to keep up with innovations. "The retailer who understands the power of AI and the meaning of standardized service will foster loyalty compared to those who do not use it. Additionally, AI benefits businesses of all sizes, as it involves low financial costs in the long term," complements Viviane.

October is coming to an end, and companies are beginning to prepare for the end of the annual cycle, a period that varies depending on the industry. The Federal Accounting Council (CFC) emphasizes the importance of careful planning to avoid setbacks and additional costs.

According to accountant Angela Dantas, CFC counselor, in addition to routine accounting activities – such as closing the companies' payroll – it is necessary to correctly calculate benefits and deadlines.

"Among the main obligations are the payment of the 13th salary, the execution of the Profit Sharing and Results Program (PPLR), and the preparation of employees' Income Reports, which need to be ready in advance of the scheduled date for use," he warns.

The counselor also reminds that one of the fundamental obligations is the payment of Corporate Income Tax (IRPJ) and the Social Contribution on Net Profit (CSLL), which can be calculated monthly, quarterly, or annually. In the case of companies that choose the actual profit regime, the calculation must be completed by the last day of the calendar year, December 31.

“Failure to pay these taxes can result in fines of between 2% and 20%, depending on the reported profit, in addition to decisions due to errors in the provision of information,” he says.

Another relevant point is the analysis of the financial statements to ensure that the closing of the balance sheet, scheduled for December 31, 2024, is carried out accurately, with the reconciliation of the equity accounts and the correct distribution of profits, if any.

The CFC lists three essential commitments for the last quarter, which must be fulfilled within the deadline:

collective holidays

• Term:communication must be made up to 15 days before the start of the collective vacation.
• Obligations:notify the Regional Labor Office (DRT), inform the union and employees, and organize payments.
• Punishment:errors in the process may result in fines for each employee in an irregular situation and compensation corresponding to the vacation salary, according to the Federal Constitution.

13th salary

• Term:the first installment must be paid by November 30th and the second by December 20th.
• Punishment:Failure to comply may result in fines applied by the Ministry of Labor and Employment (MTE) and labor lawsuits filed by employees.

Profit Sharing Program (PPLR)

• Term:PPLR payment is determined by collective agreement and must be made in up to two annual installments, with a maximum of three months between them.
• Punishment:Failure to pay the PPLR as agreed may result in individual or collective legal action.

Responsibilities for fulfilling these obligations are divided between the Accounting and Human Resources departments, which must strategically manage these processes and maintain employee motivation and involvement.

“The end of the year is a busy time for accountants, especially with the organization of collective vacations and the payment of the 13th salary. A mistake can have significant implications, affecting the relationship between the company and the employee”, concludes the advisor.