Despite the popularization of double-digit dates, 89% of Brazilians still prefer Black Friday

The so-called double dates, 7.7, 8.8, 9.9, originated in Asian e-commerce, have gained ground in the strategy of national retailers and have become part of the consumer shopping routine. However, recent data from Google show that Black Friday remains the main promotional reference of the country, maintaining its relevance even in the face of the fragmentation of the calendar of offers.

The survey revealed a scenario that challenges the perception of promotional saturation: while 89% of Brazilians know Black Friday, only 24% are familiar with the double dates. More significant is still the data on purchase intention, more than 60% of consumers maintain the specific planning for November, with an expectation of average expenditure of R$ 600 per person.

“O we observed is an interesting behavior of the Brazilian consumer. Even with more promotional opportunities throughout the year, Black Friday still concentrates the largest volume of expectation and financial planning.It is a date that went beyond the promotional aspect and became a consumption ritual in the country”, analyzes Bruno Cunha, co-founder of Kipiai. 

The survey also revealed that 54% of Brazilians save money specifically for Black Friday.This targeted financial planning move suggests that the date maintains a differentiated status on the calendar, functioning almost like a “13th consumption” salary.

Strategy beyond price

For brands, this scenario presents both challenges and opportunities.Double dates have created a dynamic of more frequent promotions, which can generate promotional fatigue, but also opened space for strategies of continuous relationship with the consumer throughout the year.

The strategy should not see the double dates as competitors of Black Friday, but as complementary tools. They can, and should, serve for brand warming and product testing, while Black Friday remains the time of highest conversion and average ticket”, explains Cunha.

The maintenance of the leadership of Black Friday also reflects a cultural issue. The date arrived in Brazil more than a decade ago and consolidated as part of the consumer imagination, creating expectations that go beyond the simple search for discounts. The period has become a window of opportunity for both large acquisitions and anticipation of year-end purchases.

The expected average ticket of the R$ 600 reinforces the planned character of Black Friday, where consumers direct part of their budget to strategic purchases concentrated on a specific period.

“The retailer needs to understand that every promotional moment has its function in the sales funnel.Double dates can work awareness and consideration, but Black Friday is still where the most structured purchase decision” happens, concludes the expert.