Is it worth joining Black Friday?

The arrival of Black Friday provokes a race for discounts and promises a high volume of sales. Originating in the United States, the date scheduled for the last Friday of November has become a global phenomenon and, in Brazil, consolidated the penultimate month of the year as a period of promotions. For large retailers, the occasion represents a massive billing opportunity, supported by aggressive discounts and robust logistics capacity.However, is it valid for every business to enter this dispute? 

Leonardo Oda, marketing expert and CEO of LEODA Marketing Intelligence, recommends that leaders make decisions based on strategy and not just market pressure. Therefore, he proposes some reflections: what is the goal when adhering to the date? The intention is to boost sales, strengthen the brand image or move stocks? Is there an operational structure to deal with an increase in demand? Discounts can be offered without compromising financial health? How does Black Friday align with broader planning, which includes other seasonal dates?

From these questions, leaders can determine whether it is worth investing in the discount season and, if so, how to do it strategically.“There is a fear of being left out, which leads many entrepreneurs to join Black Friday without a careful analysis of the real benefits”, warns Leonardo Oda, But according to him, businesses that align their goals with the requirements of the discount season have a real opportunity to turn challenges into positive results.

The following is the Marketing expert who indicates the key steps for successful participation of companies on Black Friday.

1 Evaluate the structure and financial viability

If the decision is to join Black Friday, the next step is to evaluate the structure and financial viability. The company needs to prepare to deal with the increase in demand without compromising the customer experience.“Logistic failures or poor service can damage the reputation of the brand”, warns Leonardo Oda, CEO of LEODA Marketing Intelligence.

Therefore, it is worth reinforcing the team, anticipating possible bottlenecks and ensuring clear communication about the conditions of promotions. However, if the internal structure does not support a high volume of sales, it may be safer to consider moderate strategies, such as focused campaigns or limited discounts.

In addition, it is necessary to evaluate the financial viability of the promotions offered.“The biggest mistake is to treat Black Friday as an isolated solution to leverage sales”, notes Leonardo Oda. He recommends that discounts be planned so as not to compromise the profit margin, and can be accompanied by staggered promotions or buyback programs that encourage customer return.“Although the date is a gateway for new consumers, it is necessary that retention strategies are aligned to generate sustainable results in the long term”, emphasizes the expert.

2 ^ Insira Black Friday in a broader context

The discount campaign in November should be planned as part of a schedule that includes other important dates for trade, such as Christmas, one of the most profitable periods of retail in Brazil. The spirit of gifting, combined with family celebrations and the 13th salary, makes Christmas sales have strong emotional appeal and high volume of consumption.

“So, a discount strategy that does not take into account the impact on December sales can hurt the overall performance of the” year, warns Leonardo Oda. For him, if Black Friday offers are too aggressive, the risk is that consumers anticipate their purchases, emptying demand the following month.

3 'Enjoy the discount season to optimize stocks

Black Friday is also an opportunity for companies that want to move stocks of seasonal products or items that are about to go out of line. Thus, the date is conducive to free up space and renew the portfolio, especially in sectors such as fashion and items with strong seasonal appeal. “Offering products from previous collections or with lower turnover, in a transparent and aligned to the value perceived by the brand, can be an effective way to attract consumers”, comments the CEO of LEODA Marketing Intelligence.

However, Leonardo Oda points out that it is essential to maintain quality and clear communication so that the offer is perceived as advantageous, without the brand appearing to be getting rid of worthless products.“A strategy should be planned in order to maintain alignment with the company's proposal and reinforce the positive perception of the customer”, he says.

4 ^ Focus on customer segmentation and experience

Segmenting and providing a differentiated experience are other pillars for success on Black Friday, whether for premium brands or small and medium businesses. 

For the luxury market, participation needs to avoid aggressive discounts that may devalue products. “The key is to offer special conditions that maintain the perception of value and exclusivity, such as controlled discounts or exclusive experiences for new” customers, suggests Leonardo Oda. He cites examples such as high-end furniture stores, which can use the date to attract new audiences by offering special conditions that preserve the perception of quality and exclusivity.

Small and medium businesses, in turn, can take advantage of the moment to connect uniquely with their customers. “The advantage of smaller companies lies in proximity to the public and the ability to offer more than low prices”, comments the Marketing specialist. For example, initiatives such as customized packages, exclusive offers and benefits for already loyal customers can turn Black Friday into a moment of relationship strengthening, without reducing itself to a mere competition for discounts. “The differentiation, the niche and the quality of the experience offered can make some companies stand out in a saturated market”, adds Oda.

Conclusion: strategy and planning are key

In summary, participation in Black Friday should be a conscious decision, not motivated by the fear of being on the sidelines of the market. The date can be a springboard or a trap, depending on the preparation and strategy adopted. “With solid planning and clear objectives, Black Friday can represent a milestone of growth and loyalty for many companies. Without this, the risks of loss and wear are high”, concludes Oda.