Black Friday is expected to generate R$7.6 billion in revenue this year.

After two years of sluggish activity, this year's Black Friday promises significant transformations, with projections of a 10% increase in total revenue – moving up to R$$ 7.6 billion – and a 14% growth in the number of orders. These trends were revealed in a study conducted by companies in the Stefanini Group.

While sales volume is increasing, data indicates that the average ticket is projected to decrease by 4%. This suggests that, despite continued purchasing, consumers will spend less per transaction compared to previous years, reflecting consumer caution and requiring retailers to develop more sophisticated sales strategies.

According to William Santos, Commercial Director of VarejOnline, a company specializing in technology for managing stores, franchises, and points of sale (POS), the key to achieving high sales figures during this period, even with more moderate consumers, lies in a combination of effective marketing strategies, inventory management, and customer experience.

One of the first recommended steps is anticipating promotional actions. "Starting to prepare the audience weeks in advance with teasers and exclusive offers for registered clients can create anticipation that translates into significant sales," he says. 

Furthermore, analyzing data from previous editions can provide insights for pricing and identifying products with greater sales potential. Using ERP (Enterprise Resource Planning) systems allows retailers to make decisions based on this accurate information, from inventory management to customizing offers for different customer segments.

An efficient ERP can integrate all store operations, from purchase to sale, optimizing logistics and ensuring the right products are available at the right time,” Santos continues. With these tools, it’s possible to quickly adjust pricing strategies and promotions, maximize profitability, and improve the customer experience.

Inventory management is another crucial factor. Retailers who closely monitor demand and maintain a balance between supply and demand tend to avoid stockouts, ensuring that the most desired items are always available.

Finally, the customer experience, whether in the physical or digital environment, cannot be overlooked. Investing in a smooth buying journey, with quick and efficient service, can be the differentiator that transforms a single sale into a lasting relationship with the customer. For online retail, this includes ensuring the website is optimized for high traffic and that payment and delivery options are clear and varied," the expert emphasizes.