After the busy Black November, the focus of retail shifts to the next big sales marathon: Christmas. However, it is important for retailers to understand the changes in consumer behavior between these dates to adjust their strategies. If Black Friday purchases are mostly personal, at Christmas, they turn to gifting family and friends.
The revenue during Black November 2024 was R$9.3 billion, representing a 10.5% increase compared to 2023 results, according to the Hora a Hora platform, from Confi.Neotrust, in partnership with ClearSale. As for Christmas, the expectation is to move R$69.75 billion in sales, as pointed out by the National Confederation of Commerce of Goods, Services and Tourism (CNC).
As consumer goals tend to change based on the date, it’s important to note the differences before thinking about promotions. “While Black Friday is marked by quick and personal purchases, Christmas brings a much higher emotional load, with a focus on gifts. The merchant who understands this change in behavior and adapts their offers, from product selection to communication, will be one step ahead to win over the consumer and increase sales,” says Bruno de Oliveira, founder, and CEO of Ecommerce na Prática, the world’s largest e-commerce school.
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 greatly positively impacted by the first portion of the 13th salary, jumping 10.5% year-over-year. This scenario expands positive prospects for Christmas in terms of sales volume.
According to Bruno de Oliveira, it is recommended to create emotional campaigns, invest in a gift kit strategy, and also focus on building 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 I recommend is to start by using your loyal customer base, especially those who purchased during Black November, offering exclusive promotions. And it’s worth using all available channels, such as WhatsApp, social media, and emails to reach out to these customers.
For this period, it’s also important to pay attention to logistics. People are very concerned whether their online purchases will arrive in time for the celebrations. Therefore, it is essential to have a process that works to avoid delays and, if possible, offer special conditions for faster delivery. Facilitating exchanges and returns is also essential for the period.
Ecommerce in Practice
Ecommerce in Practice is the largest e-commerce school in the world, 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 brings together more than 38 courses and 450 classes in one place, having transformed the lives of over 130,000 entrepreneurs.
