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Women lead searches and discussions about Black Friday on networks, reveals FGV research

E-Commerce Update
By E-Commerce Update

Black Friday 2024 promises to be one of the most impactful shopping events of the year, with the date set for November 29. A survey conducted by FGV/CEMD (Center for Studies in Digital Marketing of the Getulio Vargas Foundation) showed that “Black Friday” has generated more than 49 thousand mentions in social networks, between October 29 and November 5. Instagram stands out as the platform with the highest volume of mentions, concentrating 87% of interactions and, according to the analysis, most of the discussions are led by women, (1st items, among the most.

 FGV/CEMD Coordinator Lilian Carvalho points out that the Brazilian economic scenario in 2024 shows signs of recovery and optimism, driven in part by the payment of the 13th salary, which increases the purchasing power of consumers. Luxury items, on the other hand, are not at the top of the wish lists, indicating that, although the moment is positive, the search for stability and functionality still guides purchasing decisions during this important retail event.

“Even with this improvement, this year's Black Friday reveals a clear trend: consumers are prioritizing the purchase of essential items for the home, such as refrigerators and TVs, as well as daily products such as fans and sneakers. This reflects a caution still present among Brazilians, who, despite favorable economic conditions, prefer to invest in products that offer practical and immediate use”, says Lilian Carvalho. She also highlights that, surprisingly, 97% of the posts have a positive feeling, indicating a generalized optimism regarding the event.

“It is a different behavior from that observed in previous years, in which consumers were afraid of the real advantage in taking advantage of the” promotions, evaluates the coordinator of FGV/CEMD.

Regarding the engagement of large retail networks on social networks, Havan stands out on Instagram, occupying the top three positions with more than 57 thousand interactions. On Facebook, the most engaged brands to date are, in order, Havan, Leroy Merlin, Pernambucanas and Magazine Luiza. Already on X/Twitter, Americanas leads in interactions.

In October alone, the term Black Friday had more than 380 thousand searches on Google. The brands most sought by consumers include, in this order: Vivara, Casas Bahia, Amazon, Americanas, Boticario, Magalu, Mercado Livre, Claro, Kabum, Decolar, Natura, TIM, Sephora, Azul and CVC. 

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E-Commerce Update is a leading company in the Brazilian market, specialized in producing and disseminating high-quality content about the e-commerce sector.
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