Reputation in fighting fraud: the importance of choosing trusted brands on Black Friday

Black Friday, a date that is synonymous with great offers, will happen next November 26. However, this period also requires consumers to redouble their attention. With the promise of irresistible discounts, the temptation to buy on impulse can lead to hasty choices and, in some cases, unpleasant experiences with products or services that do not meet the expected. According to an analysis by Wake, in partnership with Opinion Box, the consumption expectation for Black Friday is high, with 66% of Brazilians planning to carry out shopping activities during the event.

Last year, Procon-SP released a list of 78 stores that should be avoided on the last Friday of November.The main complaints were related to companies that received complaints from consumers, were notified, but did not respond or were not located.

So how do you protect yourself from fraud?

According to the Consumer Panorama Survey 2nd Semester 2024, 28% of consumers claim to choose a store based on the security it conveys, 27% look for brands they trust and 18% indicate that customer service is crucial to purchasing decisions.

By choosing organizations with a solid reputation and a history of good service, the consumer protects himself from possible fraud and ensures a safer and more satisfactory experience. Companies that value reputation usually care not only to offer quality products and services, but meet delivery times and solve any problems with agility and efficiency, as comments Beatriz Ambrosio, CEO and founder of Mention, the first PR startup in Latin America.

“During Black Friday, consumers look beyond just low prices. They want practical solutions, quality service and the certainty that their expectations will be met. By opting for companies with a solid reputation and history of good service, the consumer protects himself from possible fraud and ensures an efficient shopping experience”. 

In the scenario where distrust can be great, reputation becomes a valuable asset for companies and a safe guide for consumers who want to carry out shopping activities without setbacks.“When choosing brands with credibility, it is possible to take advantage of Black Friday offers more quietly. For companies, this means ensuring satisfaction and certifying customer loyalty in the other 364 days of the year”, he concludes Ambrosium.