Black Friday: How Should a Business Take Advantage of This Moment?

One of the most anticipated dates for the end of the year, Black Friday falls on November 29th and promises an increase in sales results compared to last year. According to a survey by Wake, conducted in partnership with Opinion Box, approximately 66% of Brazilians plan to make purchases during the event. This means, according to the Haus platform, a 141% increase in order volume.

From a strategic standpoint, Black Friday symbolizes an opportunity to strengthen customer relationships. For CleverTap sales specialist Marcell Rosa, personalization can be a key strategic differentiator for the date: “Brands that create a personalized experience, anticipating consumer needs and desires, are ahead of the competition. Understanding consumer behavior and using that intelligence to create targeted campaigns makes all the difference.”

On Black Friday 2023, according to Adobe, mobile devices, led by smartphones, generated 54.1% of internet visits and 37.1% of online sales. For Rosa, this means that having a mobile-focused strategy isn't just an advantage, it's a necessity. "Mobile is at the center of the consumer journey. Brands need to ensure their websites and apps are optimized for a fast and seamless experience. Nothing drives a consumer away more than a slow website or a complicated purchase process," warns Marcell Rosa, General Manager and Vice President of Latin American Sales at [Company Name - missing from the original text]. CleverTap, a digital marketing platform specializing in user retention and engagement. 

To ensure prominence on the date, Erich Casagrande, marketing leader and SEO specialist at Semrush Brazil highlights the importance of precise strategies: “Viewing Google as a digital storefront is essential: if you're not found, the customer simply doesn't enter. Black Friday isn't just about price, it's about visibility. This means reviewing product descriptions, optimizing images, and inserting strategic keywords for each stage of the customer journey. Improving the digital experience, from technical aspects to content, is essential to guarantee positioning and conversions.” 

Furthermore, this date is an excellent opportunity to develop unconventional actions to attract and retain customers. For Rafael Pinto, Fulfillment Director at Daki, a complete online marketplace app and a benchmark in ultra-fast deliveries, "Black Friday is a great opportunity for companies to strengthen connections with consumers and expand retail sales. Therefore, in addition to competitive prices, it's also necessary to think about how to offer other benefits that make the customer journey even more positive. Our focus is on maintaining the reliability of deliveries, ensuring an impeccable operation and experience from start to finish, even in a high-demand scenario," he comments. 

With a strategy focused on engaging consumers through actions that encourage repeat purchases and loyalty beyond traditional promotions, the company expects sales growth of over 30% during the period. “This year we will hold an exclusive raffle, with a chance to win various prizes, including a brand new car, running throughout the entire month. Our goal is to reinforce our value proposition while further expanding our customer base,” they highlight.

To apply a good strategy and take advantage of the opportunity, it's necessary to define a good schedule to guarantee the success of your campaign. According to Fernanda Clarkson, CEO and Founder of SuperFrete, “it's possible to work with promotions exclusively on the last Friday of November or to start your campaign at the beginning of the month, increasing the offer period. Regardless of which period you choose for your campaign, defining a start and end date is fundamental. This defined period impacts several crucial aspects, such as inventory management, the need for temporary hires, logistical planning, and marketing strategies.”

An important perspective is that Black Friday has become a strategic moment for businesses, especially in retail, where valuable opportunities arise to test new marketing approaches and analyze consumer behavior in a high-visibility campaign. “During this period, the customer is exposed to more intense communication, which allows us to present our products in a differentiated way. We reinforce our inventory and integrate strategies such as influencer partnerships, progressive discounts, and a very well-prepared operation to handle the increased sales flow,” says Eduardo Abichequer, CEO of the startup. Yuool Sustainable and minimalist sneakers.

"In terms of strategy, we also realize it's possible to apply common infoproducts techniques to retail, creating a more attractive and personalized buying journey. At Yuool, this year we will offer personalized discounts for each customer journey, which provides the consumer with a real advantage when getting to know our sneakers and becoming our customer," he states. Regarding organization and the opportunity to ensure effectiveness in purchases, the CEO also indicates: "Black Friday planning begins five or six months in advance, aiming to maximize awareness and ensure that, by the big day, the customer has been effectively impacted, reinforcing our commitment to offering a unique and valuable experience," concludes Abichequer.

Finally, it's worth noting that the year-end shopping season is an opportunity to attract consumers who begin planning weeks before the major promotions. According to Maria Fernanda Antunes Junqueira, co-founder and Managing Director of Atolls in Latin America – the group to which [the following entity belongs] Couponation, a leader in coupons and discounts -, "today's consumer is more strategic and conscious than ever before. They research, compare prices, and use various tools to maximize their purchasing power. In this scenario, offering discount coupons becomes a powerful strategy to capture the attention of customers already prepared and engaged in the planning phase of their purchases. Discount coupons offer a clear benefit to the consumer, giving them the real feeling of getting a good deal," concludes.