More than 60% of Brazilians intend to spend up to R$ 3 thousand on Black Friday

The Shopping Intention Survey, conducted by Tray, Bling, Best Shipping and Vindi, LWSA brands, with more than 3 thousand people nationwide, shows that the Brazilian consumer has been preparing earlier and earlier for Black Friday. According to the survey, 62% of consumers intend to spend up to R$ 3 thousand on promotions, while 64.3% plan purchases, 44% have saved money in recent months and 20.3% will reserve part of the 13th salary to take advantage of the offers.

According to the survey, 96% of consumers plan to shop online on Black Friday 2024. Of them, 87% made purchases in the same period in 2023. Among the most sought-after products, 51% said they should buy electronics (Smartphone, computers, TVs), 46% plan to buy clothes and 45% want to purchase home appliances.

Most consumers (75%) said they want to make purchases for Black Friday in marketplaces, followed by their own websites and as for the form of payment, 75% of consumers prefer to pay with credit card, 23,2% with PIX and 83% intend to split purchases up to 12 times.“Na Black Friday, credit card installment is preferred by consumers due to the possibility of diluting payments without compromising the budget, as well as maximizing benefits such as miles and cashback. Monisi Costa, Director of Payments at Vindi. 

Brand social networks and ads are the main attraction for consumers

The Black Friday 2024 Purchase Intention survey shows that consumers start researching products and prices in advance. For 57%, websites and social networks of companies are the main way to inform themselves about discounts. Profiles focused on promotions and discounts of social networks (24%), promotional emails (37 %), price comparison sites (25%), channels and/or groups on WhatsApp focused on discounts (20%), digital influencers (18%) and other consumer promotions (1T7 informational outlets are used by WhatsApp.

They also revealed the factors that influence the purchase: 65% cited internet ads, 59% social networks and 19% digital influencers. “In this pre-Black Friday period, knowing consumer habits and where are the sources in which he trusts to decide the purchase is a great differential for retailers. And the great novelty that draws attention this year compared to the previous is the consolidation of the offer channels in messaging applications, such as WhatsApp and Telegram. This shows that in a short time this option already figures in the preference of the Brazilian, including well established others, such as” Marcelo Navarini, director of Bling.

Freight is a decision-making factor for purchasing 

Almost 60% of respondents say that the value of shipping is a very important and decisive factor for online purchases. Almost 40% of respondents would not be willing to pay a more expensive shipping amount to receive your product faster.

Among the points listed in the survey on what would make the consumer give up buying even in the face of a good offer on Black Friday were shipping rates (57%), higher prices than in periods without offer (50%), not trusting the store (45%), low score on reputation sites (43%), bad reviews on social networks (42%) and discount/offer not be attractive enough for Black Friday (40%). 

“With the consolidation of Black Friday in Brazil, consumers began to analyze more and more carefully the offers for the period, seeking to compare prices, know the reputation of the company on sales sites, among other points before deciding to buy. This highlights the importance of the shopkeeper clearly highlight the differentials and benefits it offers, ensuring effective communication of the advantages associated with the purchase for its customer.In addition, the date demonstrates the need for retailers to cultivate good relationships with their customers and good reviews throughout the year so that their offers are enhanced by the respect acquired by their brand.” analyzes Thiago Mazeto, director of Tray.

According to the survey, 57% gave up on the purchase due to freight rates and 50% revealed that they would not buy if prices were higher than in periods without offer.“During Black Friday 2024, offering free shipping for specific products or for purchases above a certain value creates an irresistible incentive for consumers to finalize their purchases, increasing the value of the cart. Highlighting the speed of delivery as a competitive differential, promoting short delivery times and complying with them consistently, is important because it will make that customer create a positive impression and be prone to buy again in the same store Vanessa Bianculli, marketing manager of Best Shipping. 

*For the study, at the request of the LWSA, Opinion Box interviewed 3087 consumers, aged over 16 years from all over Brazil and all social classes, between September 12 and 23, 2024. The margin of error of the survey is 1.7 percentage points.