The Brazilian retail sector is experiencing an atypical scenario this year-end. The coincidence between the payment of the first installment of the 13th salary and Black Friday brought a large movement in November, which can alter the pace of traditional Christmas shopping. This analysis is from FCamara, a technology and innovation ecosystem, with a strong presence in physical and online retail.
According to data gathered by the company, this year’s Black Friday recorded an 18% increase in sales compared to 2023, with revenue exceeding R$7.2 billion in a single day. For comparison, last year saw a growth of 6.5%.
Bento Ribeiro, Senior Retail Director at FCamara, points out that the coincidence of these dates created immediate liquidity for consumers, who took advantage of the moment to advance purchases of higher value. “The challenge now will be to maintain the pace for the rest of the holiday season,” he states.
“With approximately R$64 billion injected into the economy due to the payment of the 13th salary, consumers used the fresh money to acquire desired items like electronics, smartphones, and appliances,” explains Ribeiro. “The issue is that by bringing forward these purchases, December may feel the effects of emptier pockets, especially in categories that traditionally have a sales peak during Christmas,” he concludes.
Nevertheless, FCamara predicts that sectors like fashion, perfumes, and cosmetics will continue to thrive, with an estimated 10% growth compared to last year. The toy segment is also expected to grow, but more moderately, around 5%. On the other hand, electronics and appliances are likely to experience a significant downturn, estimated at 8%, due to the strong performance of Black Friday.
“Retail had an explosive November, but it may face a quieter Christmas than usual. The strategy now will be to attract consumers with good promotions in December, avoiding stock from staying stagnant,” Ribeiro concludes.
