How to prepare for Black Friday 2024

Black Friday sales in 2024 are expected to increase 10% compared to last year, moving up to R$ 7.6 billion, according to Haus, marketing platform of the Stefanini Group. It is a promising scenario for retail, and retailers are expected to implement strategies to win over the increasingly demanding public.

For Bruno de Oliveira, CEO of Ecommerce in Practice and VP of Education Cloudemshop, Black Friday is one of the busiest dates in retail, which is already quite busy: only from January to July this year, online sales grew 18.7%, representing R$ 160.3 billion, according to the 50th edition of the report Webshoppers, produced by NIQ Ebit. 

The recommendation of the specialist is to use the whole month to sell (the so-called Black November), to avoid competing for the attention of consumers in just one day. For Oliveira, it is best to use the strategy of making differentiated promotions every week or even progressive, bringing more sales opportunities and more offers.

“A Black Friday is undoubtedly one of the most important dates for retail and companies need to dedicate and enjoy it in the best possible way.Working well the Black Friday strategy and after-sales, it is possible to further stretch the results for Christmas, moving year-end sales”, he highlights. 

Thinking about how to improve the consumer experience and sell more on one of the most anticipated dates of the year, we have gathered tips from some experts.

Technology integration

For Juliana Giovanini, CEO of Nexaasretail tech, specializing in retail solutions, the integration of online and offline channels are strong allies for the date, as they are transforming the analysis of consumer behavior.

“These tools allow the collection and processing of large volumes of data, based on this information, offer much more accurate product recommendations.Their use increases the likelihood of conversion and makes the consumer feel valued”, he comments.

However, she points out that you need to prepare for Black Friday, not just wait to happen.“In addition to seeking a significant increase in transactions, merchants also need to strengthen the relationship with consumers, ensuring a personalized and fluid experience. All this needs to come with advance planning, strategic delivery organization and the adoption of technological innovations”, she explains. 

Means of payment

The moment of finalization of the purchase is one of the points of greatest attention of the journey. The checkout, as it is called the moment when the customer fills the data and makes the payment, needs to work well for this experience to be positive. The expectation of consumers, new and old, is that everything is instantaneous. 

“The customer expects that making an online purchase is fast, without any complication. When you frustrate this user, he can become a detractor of your brand, and no one wants it. So special dates with high transaction volume require preparation and better support”, says Aarin's partner and founder, first tech-fin hub specializing in Pix and embedded finance, Titiana Amorim. 

For the specialist, e-commerce, marketplaces and online stores must go further.“It is necessary to provide a unique experience for this customer, with as many payment methods as possible, within the purchase journey, avoiding removing it from the platform to complete the” operation, he reinforces.