The Future of Black Friday: How the evolution of consumption will transform the most anticipated date for retail in 10 years

Black Friday, known for boosting large sales volumes with aggressive discounts, has a different impact than when it was introduced in Brazil.With increasingly critical, informed and demanding consumers, the simple appeal of the “low price” has lost strength. According to a study by the OpinionBox, who asked “o what is most important to you during Black Friday?”, paying cheaper was a determining factor for 51% of respondents, with free shipping (41%) and big discounts (30%) just behind. 

Issues such as price swings, practices known as “Black Fraud” and distrust of the honesty of the offerings lead many consumers to rethink their participation in the event.“The transformation needed for the Black Friday of the future is directly linked to customer behavior and the era of experience.People do not just want to consume, they want to live meaningful experiences”, says Carine Bruxel, CEO of BlueBird, Think Tank specializing in futurism, foresight and regenerative companies.

Change in consumer behaviour

Second study of OpinionBox, new consumers (68%) conduct research before closing an order, giving importance to the opinion and evaluation of other customers. The study “Pulso Latam”, from BMC Innovation it reinforces the idea that the contemporary consumer is increasingly attentive and judicious, transforming the buying process into something more strategic and less impulsive, to deal with limited budgets. “In the near future, Black Friday will need to deliver more than low price.It will be necessary to generate real value, reinforce the purpose of the brand and create a connection with the customer”, says Carine.

We are living in the so-called “era of the” experience, where experience becomes more important than the product itself CX Trends 2024, About 65% of respondents consider personalized experiences as something that greatly influence or influenced purchasing decisions. According to Carine, “ differentiation will come from the ability to understand the customer at a deeper level and use data to create meaningful moments, with technology being a key ally”, notes the CEO. But in practice, how does this happen?

For Carine, the Black Friday of the future can be personalized for each consumer, offering services with specialized consultants, virtual personal shoppers and suggestions based on personal preferences.“O focus will be on a customized experience, in which the purchase history and individual preferences will shape a date unique to each client. The after-sales will also become strategic, with priority technical support, extended guarantees and invitations to special events, strengthening the bond and trust in the brand”, he adds.

In addition, Carine says that immersive and interactive shopping will be increasingly used, since technologies such as augmented reality (AR) and virtual reality (VR) will allow consumers to experience products in an immersive way, as if they were physically in the store Apple, when asked about the reception of this type of device in Brazil, about 60% of respondents say they are enthusiastic about the technology.“O e-commerce is expanding, and will not slow down. The projection we have, is that the increase between 2023 and 2027, is 20.2%, from R$ 3.2 trillion to R$ 3.8 trillion. With this, brands that make it possible to explore product details virtually will turn the purchase into a memorable experience”, he highlights.

To keep consumers interested, rather than discounts, Black Friday will be able to offer products in limited editions or early launches to VIP customers.“Ter access to items before the general public or acquire exclusive merchandise will create a feeling of privilege, strengthening the bond with the” brand, explains Carine.She also states that “offer benefits and experiences that add real value, such as tickets to exclusive events, workshops with experts, personalized mentoring and spas, will help increase the perception of value”. 

The advancement of the metaverse will enable brands to create personalized virtual stores, where the customer can interact in a sophisticated digital environment.“This will be especially attractive for young consumers, who seek to live experiences ''PHygital’, combining the physical and the digital”, notes the futurist. Nice House60,9% of young people use Google to find products and offers, 21,4% use Instagram and 10,1% search TikTok for product information. 

For Carine, the Black Friday of the future will be more than a date of promotions; it will be a platform to create sophisticated experiences and aligned with consumer values. The use of futuristic methodologies, such as foresight, a process that seeks to anticipate and plan for the future based on studies of scenarios, trends and current data, will allow retail to anticipate the necessary transformations, ensuring continuous relevance and building lasting relationships with its customers.