Research with two thousand Brazilian consumers reveal that Black Friday it is the true Christmas of decorative articles and household goods sector. This is the first stage of the research on purchasing behavior among consumers of Home Goods, developed by IEMI – Market Intelligence, exclusively for ABCASA, in which the results of the purchasing intention of these consumers in Brazil are presented, for the end of the year period, including the most relevant dates for local retail: Black Friday, Christmas and New Year's Eve.
According to the survey, 82% of respondents say they are willing to take advantage of shopping opportunities during these three dates. However, with 79% of the responses, Black Friday is by far the most popular period for purchasing household items, followed by Christmas (8%) and January sales (5%). The survey also reveals that a portion of consumers (7%) are still undecided about when they will make their sector purchases.
"Black Friday has established itself as the main date for purchasing household items, surpassing even Christmas. This phenomenon can be attributed to the significant discounts and widespread promotion of this period, which has become a tradition in the Brazilian retail calendar, indicating a shift in consumer behavior, who seek more advantageous purchasing opportunities. The preference for Black Friday may also reflect a trend towards more conscious and planned consumption, where consumers wait for major promotions to make their purchases," says Eduardo Cincinato, President of ABCasa.
For ABCasa's CEO, Anderson Passos, Black Friday is an increasingly crucial opportunity to boost sales, attract new customers for home and decoration items, and retain current ones. "This requires companies to be attentive to customer expectations, offering not only discounts but also positive and differentiated shopping experiences. Therefore, it is essential for the home goods sector to continue innovating and adapting its strategies to meet consumers' needs and desires. The integration of digital and physical channels, the personalization of offers, and the improvement of delivery and customer service will be decisive for success in this and future Black Friday editions, as well as in other important retail dates."
Consumer profile
Most consumers planning to purchase household items are women (60%), reflecting a common trend in acquisitions within the segment. Regarding age groups, the most relevant audience for purchasing these products is between 25 and 44 years old, accounting for 62% of consumers – the audience over 45 years old makes up 23%, and the age group between 18 and 24 years old represents 15%.
The Southeast region stands out with 46% of consumers, while the Northeast accounts for 22% and the South represents 20%. In the North and Central-West regions combined, they total 12%. In terms of social class, group A/B, which includes consumers with higher purchasing power, accounts for 44% of the total buyers. Group C, which includes the middle class, accounts for 43% of consumers. Finally, group D/E represents 14% of buyers.
In the gender analysis, 85% of women and 78% of men intend to buy household items by the end of 2024. By age group, the 18 to 34-year-old audience has a high purchase intention (87% to 88%). For consumers aged 35 or older, although the purchase intention is slightly lower (83% among 35 to 44 years old and 72% over 45 years old), they reflect a gradual decrease as age groups increase.
In all regions, the intention to purchase household items at the end of the year ranges from 79% to 85%. In the South, it is 79%; in the Southeast, 82%; in the Northeast, 84%; and in the North and Central-West regions combined, 85%. Group A/B shows the highest purchase intention (84%), indicating that the audience within this segment is highly motivated to make purchases, while in classes C (82%) and D/E (76%), this intention decreases slightly.
Favorite products
According to the Executive Director of ABCasa, the increase in purchase intentions during this period (from 45% to 68%) reflects a greater desire to renovate the home, especially on dates such as Black Friday and Christmas, when people tend to purchase decorative items for their homes due to the end-of-year festivities, such as Christmas decorations, cushions, candles, paintings, etc.
"The lesser interest in household utilities (from 55% to 32%) suggests that, although there is still a base of attracted consumers, the focus on everyday products may be somewhat lower compared to the same period, demonstrating a seasonality in which household utility purchases tend to occur more steadily throughout the year, while demand for decoration tends to concentrate during festive and renewal periods," evaluates Passos.
Preference for online stores
Most consumers (60%) indicate that they intend to make their next purchases through e-commerce platforms. This data confirms the growing trend of digital consumption, driven by factors such as convenience, the ability to compare prices, the availability of promotions (like Black Friday), and the shopping experience without leaving home. However, 25% of consumers still prefer brick-and-mortar stores for their purchases, indicating that despite the growth of e-commerce, there is still a significant base of consumers who value the experience of shopping in person, considers Cincinato.
The survey shows that although the preference for shopping mall stores is lower (15%), it represents a segment that needs to be worked on, as they still attract an audience eager for shopping experiences combined with entertainment and other leisure options that shopping centers offer, such as food courts, cinemas and amusement parks.
Spending intentions
36% of the surveyed consumers already have an idea of how much they are willing to spend on home products during year-end shopping. The average (R$ 732.49) is 31.6% higher than the amount invested in the last purchase (R$ 556.61), likely driven by seasonal end-of-year purchases, such as Black Friday and Christmas promotions.
Considerando a população de 212 milhões de brasileiros, moradores de 73 milhões de domicílios, o consumo per capita anual de artigos para casa é de R$ 481 e o consumo médio por moradia é de R$ 1.397. Segundo estimativas da IEMI, o varejo brasileiro neste tipo de produtos totalizou R$ 102 bilhões entre janeiro e outubro de 2024, um incremento de 9,2% ante ao mesmo período do ano passado.
For November and December of this year, preliminary indicators from IEMI's market monitoring panels point to growth in sales of decorative items and household utensils of around R$21.1 billion, providing nominal growth (without discounting inflation) of around 8.6% over the same period in 2023.
