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6 em cada 10  consumidores da região Sul planejam gastar mais de R$ 1 mil na Black Friday

E-Commerce Update
By E-Commerce Update

A Pesquisa de Intenção de Compras, realizada por Tray, Bling, Melhor Envio e Vindi, pertencentes à LWSA, ecossistema de soluções digitais para empresas, mostra que cerca de 60% do público do Paraná, Santa Catarina e Rio Grande do Sul, na região Sul do País, planejam gastar mais de R$ 1 mil na Black Friday de 2024. Veja aqui. 

Na região, 71,5% afirmaram que vão comprar alguma coisa na Black Friday. Outros 64,3% têm planejado as compras, sendo que 44% têm economizado nos últimos meses e 20,3% já reservam o gasto com o décimo terceiro salário. 

A pesquisa de Intenção de Compra para Black Friday 2024 mostra que os consumidores começam a pesquisar produtos e preços com antecedência. Para  59%, os sites das lojas e marcas são a principal fonte de informação das ofertas, 58% acompanham os preços pelas redes sociais das marcas, 22,9% acompanham grupos de descontos em redes como Whatsapp e 19,8% se informam com influenciadores. 

According to Marcelo Navarini, diretor do Bling, plataforma de gestão e ERP, com sede em Bento Gonçalves, no Rio Grande do Sul, a pesquisa mostra que neste período é fundamental para o lojista e empreendedor conhecer os hábitos do consumidor e onde estão as fontes em que ele confia para decidir a compra. “A grande novidade que chama a atenção neste ano em relação ao anterior é a consolidação dos canais de ofertas nos aplicativos de mensagens, como o WhatsApp e Telegram. Isso mostra que em pouco tempo essa opção já figura entre as preferências do brasileiro, complementando outras bem estabelecidas, como os influenciadores, por exemplo”, afirma. 

For Thiago Mazeto, diretor da Tray, plataforma de e-commerce, “Com a consolidação da Black Friday no Brasil, os consumidores passaram a analisar de forma cada vez mais criteriosa as ofertas para o período, buscando comparar preços, conhecer a reputação da empresa em sites de venda, entre outros pontos antes de decidir pela compra. Isso ressalta a importância do lojista destacar claramente os diferenciais e benefícios que oferece, garantindo uma comunicação eficaz das vantagens associadas à compra para seu cliente”, destaca. 

Custo do frete influencia compra para 57% dos moradores do Sul

No Sul, cerca de 57% dos entrevistados afirmam que o valor do frete é um fator muito importante e decisivo para as compras online. Entre os pontos listados na pesquisa sobre o que faria o consumidor desistir de comprar mesmo diante de uma boa oferta na Black Friday foram taxas de frete (57%), preços mais altos do que em períodos sem oferta (52,2%) e não confiar na loja (47,6%). “Oferecer frete grátis para produtos específicos ou para compras acima de um determinado valor cria um incentivo irresistível para que os consumidores finalizem suas compras, aumentando o ticket médio e reduzindo o abandono de carrinho. Contar com mais modalidades de entrega, com opções que destaquem envio expresso e/ou vantagens no preço, pode ser mais um atrativo para promover a autonomia do cliente e, consequentemente, estimular a fidelização”, afirma Vanessa Bianculli, gerente de marketing do Melhor Envio, plataforma de frete, com sede em Pelotas (RS). 

Cartão de crédito é a principal forma de pagamento

Quanto a forma de pagamento, 81,7% dos consumidores preferem pagar com cartão de crédito, 10,2% utilizam o Pix e 6% o cartão de débito. De acordo com a pesquisa, 80,3% dos consumidores pretendem parcelar as compras em até 12 vezes.  

“Na Black Friday, credit card installment is preferred by consumers due to the possibility of diluting payments without compromising the budget, as well as maximizing benefits such as miles and cashback. Trust in the credit card and the growing popularity of PIX, which offers convenience and instant gratification, are factors that highlight a consumer who seeks flexibility and financial control.On the side of merchants, these modalities increase the average ticket, eliminate purchase objections and ensure immediate liquidity, especially useful in periods of high demand”, he evaluates Monisi Costa, diretora de Payments da Vindi, plataforma de pagamentos. 

*Para o estudo, a Opinion Box, a pedido da LWSA,  entrevistou 3087 consumidores, com idade acima de 16 anos de todo o Brasil e de todas as classes sociais, entre 12 e 23 de setembro de 2024. A margem de erro da pesquisa é de 1,7 pontos percentuais.

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