Black Friday 2024 could be the biggest in history for small businesses

Brazilian consumers are in the gift-giving mood this year. And it's not just friends and family who will benefit from this most important time of year for commerce, but also small businesses. According to a new GoDaddy survey, 67% of Brazilian shoppers are willing to pay more to support small businesses during Black Friday and the holiday season this year (slightly below the global average of 72%). And 23% of those surveyed are willing to spend up to 10% more on gifts to support SMEs.

Although inflation may have some impact on consumer spending, Brazilians remain optimistic. According to a GoDaddy survey, 291% of Brazilian consumers say inflation won't affect their holiday shopping, and another 321% say that, although inflation will affect their gift shopping, they plan to spend, on average, the same as last year.

Black Friday is getting stronger and stronger

The period leading up to Black Friday has proven to be a key time for Brazilian consumers' holiday shopping. According to the survey results, 571% of Brazilians plan to do most of their holiday shopping before December. The last month of the year remains popular, with 391% of Brazilians shopping during this period. Only 31% reported waiting until the last 24 hours to do their holiday shopping, a figure hard to believe given the rush seen every year on Christmas Eve.

For small businesses, these insights confirm that Black Friday is a critical opportunity that pays off in their marketing efforts. "GoDaddy is committed to providing small businesses with the right tools to quickly implement their marketing strategies and reach customers during the holiday season. Our products, like Digital Marketing and Website Builder, help you easily launch social media and email marketing campaigns, allowing business owners to fully leverage the potential of digital channels to make this the biggest Black Friday for small businesses ever," said Luiz D'Elboux, Country Manager for GoDaddy in Brazil.

GoDaddy's research also shows that consumers are in the gift-giving spirit. The study indicates that 74% of Brazilian consumers buy gifts for up to five people, and another 13% extend their shopping lists to up to 10 people.

Digital consumer

GoDaddy's research also reveals that digital channels are playing an increasingly important role in Brazilian consumers' shopping behavior. Of those surveyed, 68% said they prefer to receive offers through social media ads (compared to the global average of 50%), and this continues to be the preference of all Brazilian consumers, regardless of age. This insight highlights the need for small businesses to adapt their digital presence and marketing strategy to effectively reach consumers where they spend the most time shopping. 

Tools and resources

Small businesses looking for guidance on how to maximize their seasonal sales should check out GoDaddy's Practical Guide to Black Friday Sales. In addition to these valuable tips, GoDaddy's resource library includes additional guidance and insights for entrepreneurs, covering topics such as website building, digital marketing, online store management, and tips for small business growth.

Methodology

This GoDaddy survey of Brazilian consumers' holiday shopping habits was conducted by YouGov, at GoDaddy's request, in October 2024. The survey was conducted in 10 countries – Australia, Brazil, Canada, Colombia, Germany, India, Mexico, Spain, the United Kingdom, and the United States – with a total of 12,740 participants.