Christmas sales will be impacted by Black Friday overheating this year, according to FCamara

The coincidence between the payment of the first installment of the 13th salary and Black Friday brought a big movement in November, which can change the pace of traditional Christmas purchases.This analysis is from FCamara, a technology and innovation ecosystem, which has a strong presence in physical and online retail.

According to data collected by the company, this year's Black Friday recorded an increase of 18% in sales compared to 2023, with a turnover exceeding R$7.2 billion in a single day.For comparison, last year the growth was 6.5%.

Bento Ribeiro, senior director of Retail at FCamara, points out that the coincidence between these dates created immediate liquidity for the consumer, who took the time to advance higher value purchases. “The challenge now will be to keep pace for the rest of the” holiday season”, he says.

“With about R$64 billion injected into the economy due to the payment of the 13th, consumers took advantage of fresh money to acquire already desired items, such as electronics, smartphones and household appliances”, explains Ribeiro. “The problem is that by anticipating these purchases, December can feel the effects of a emptier pocket, especially in categories that traditionally have a peak sales at Christmas”, he adds.

Despite this, FCamara predicts that sectors such as fashion, perfumes and cosmetics will continue to rise, with an estimated growth of 10% compared to last year.The toy segment is also expected to grow, but more modestly, around 5%. In contrast, electronics and household appliances should register a significant decrease, estimated at 8%, due to the strong performance of Black Friday.

“O retail had an explosive November, but it could face a more peaceful Christmas than usual. The strategy now will be to attract consumers with good promotions in December, preventing stocks from being stopped”, concludes Ribeiro.