StartNewsBlack Friday 2024: Vendas recordes e mudanças nas tendências de consumo
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Black Friday 2024: Vendas recordes e mudanças nas tendências de consumo

E-Commerce Update
By E-Commerce Update

A Black Friday,  evento comercial relativamente novo no Brasil, realizado na última sexta-feira de novembro, se tornou rapidamente uma data expressiva no comércio brasileiro. Celebrada a cerca de um mês do Natal, a data ocupa hoje o segundo lugar em termos de movimentação do comércio eletrônico no país, atrás justamente do Natal. Segundo a Associação Brasileira de Comércio Eletrônico (ABComm), a edição de 2024 da temporada de ofertas deverá movimentar R$7,93 bilhões no e-commerce –um aumento de cerca de 10% em relação ao ano passado. 

Diferentemente de outras datas comerciais importantes, a Black Friday entrou no calendário nacional em período de rápido crescimento do digital. Seu surgimento coincidiu com a expansão de lojas on-line e marketplaces, do surto de popularidade das redes sociais e da consolidação dos serviços de streaming. Esse contexto faz da Black Friday uma oportunidade primordial para inovação, ampliação de audiência e alavancagem de vendas. Para ter sucesso, no entanto, os varejistas devem utilizar estratégias competitivas de marketing para o ambiente digital. 

 De acordo com Tiago Cardoso, Managing Director para a América Latina da Criteo, companhia  de commerce media, as perspectivas para a Black Friday 2024 são altamente promissoras para o varejo. Esse otimismo se sustenta em tendências econômicas e comportamentais do consumidor, bem como pela maturidade de estratégias avançadas de marketing digital, como técnicas de retenção e retargeting, segmentação contextual, IA preditiva e retail media. Espera-se que, juntos, esses fatores impulsionem melhorias significativas no desempenho do varejo nesta temporada. 

Para desbravar o cenário competitivo da Black Friday 2024, os varejistas precisam considerar alguns fatores-chave para moldar suas estratégias e impulsionar as vendas.  

  • Confira estes insights para elaborar a estratégia ideal para a Black Friday 2024: 
  1. Tendências econômicas preparam o terreno para o aumento dos gastos 
    Em agosto de 2024, o Brasil apresentou tendências positivas do mercado de trabalho em relação ao mesmo período de 2023: a renda média aumentou 2,7%, a taxa de desemprego caiu 0,9 ponto percentual e o número de pessoas ocupadas aumentou 2%. Essas melhorias sugerem que o poder de compra está aumentando. Isso é especialmente relevante para a Black Friday, pois os consumidores podem estar mais inclinados a experimentar novas marcas e categorias de produtos. Em 2023, por exemplo, a Criteo relatou um aumento de 13 pontos percentuais em novos compradores na segunda quinzena de novembro (41%) em comparação com os primeiros quinze dias (28%), e 64% desses novos consumidores fizeram compras repetidas em até seis meses após a Black Friday.  
  2. Saúde e beleza em alta em oposição à queda de popularidade de eletrônicos  
    De acordo com uma pesquisa da Nielsen encomendada pela Criteo, os consumidores brasileiros estão mais interessados nas categorias Moda (roupas, calçados e acessórios), Eletrônicos (eletrodomésticos, celulares e tablets) e Cuidados Pessoais (cosméticos e higiene) para a Black Friday. A Criteo também observou mudanças nos gastos em relação à temporada de Black Friday de 2022, com as vendas no segmento de Saúde e Beleza subindo 7,6%, enquanto as compras de Consumer Electronics caíram 2,5%. 
  3. Consumidor preocupado com preços e movido a planejamento
    A Black Friday no Brasil envolve um amplo planejamento do consumidor e baixa fidelidade à marca, resultando na exigência de capturar a atenção e concretizar as vendas. Preços mais baixos ou descontos atraentes são o principal motivador para 78% dos brasileiros, com 53% comprando mais na Black Friday do que em outras épocas do ano. A maioria dos consumidores pesquisa e compara preços (62%), e um terço (32%) reserva um orçamento específico para o evento. Os canais digitais desempenham um papel importante, com 64% dos consumidores acessando a internet por mais de cinco horas diárias e 18% utilizando as redes sociais em taxas semelhantes. 
  4. Ampliando o funil: o sucesso de estratégias de funil completo 

    Em um cenário competitivo com uma jornada do consumidor cada vez mais analítica, uma estratégia multicanal que integre táticas de topo e base de funil é essencial. Uma pesquisa da Criteo no segmento de Moda revelou um aumento de 11 pontos no retorno sobre gastos com anúncios (ROAS) em novembro de 2023 para marcas que alcançaram públicos de topo e base (30%), em comparação com aquelas que investem apenas na base do funil (18%). Para suporte, a Criteo oferece tecnologias avançadas para aquisição, retenção e retargeting de clientes, com estratégias de ponta, personalizadas e alimentadas por IA. 
E-Commerce Update
E-Commerce Updatehttps://www.ecommerceupdate.org
E-Commerce Update is a leading company in the Brazilian market, specialized in producing and disseminating high-quality content about the e-commerce sector.
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