Black Friday is expected to generate R$$ 7.6 billion in sales this year.

After two years of subdued activity, this year's Black Friday promises significant transformations, with projected increases of 10% in total revenue – moving up to R$$ 7.6 billion – and a 14% jump in the number of orders. These trends were revealed in a study conducted by the Stefanini Group companies.

Although sales volume is increasing, data shows that the average ticket is projected to decrease by 4%. This suggests that, despite continued purchasing, consumers will spend less per transaction compared to previous years, reflecting consumer caution and requiring retailers to implement more sophisticated sales strategies.

According to William Santos, Commercial Director of VarejOnline, a company specializing in technology for managing stores, franchises, and points of sale (POS), the key to achieving high sales figures during this period, even with more moderate consumers, lies in a combination of effective marketing strategies, inventory management, and customer experience.

One of the first recommended steps is anticipating promotional activities. "Starting to prepare the audience weeks in advance with teasers and exclusive offers for registered customers can create anticipation that translates into significant sales," he says. 

Furthermore, data analysis from previous editions can provide insights for pricing and identifying products with higher sales potential. Using ERP (Enterprise Resource Planning) systems allows retailers to make decisions based on this precise information, from inventory management to personalizing offers for different customer segments.

An efficient ERP can integrate all store operations, from purchasing to sales, optimizing logistics and ensuring the right products are available at the right time," Santos continues. With these tools, it's possible to quickly adjust pricing strategies and promotions, maximizing profitability and improving the customer experience.

Inventory management is another crucial factor. Retailers who closely monitor demand and maintain a balance between supply and demand tend to avoid stockouts, ensuring that the most desired items are always available.

Finally, the customer experience, whether in a physical or digital environment, cannot be overlooked. Investing in a smooth shopping journey, with quick and efficient service, can be the differentiating factor that transforms a one-time sale into a lasting relationship with the customer. For online retail, this includes ensuring the website is optimized for high traffic and that payment and delivery options are clear and varied," the expert reinforces.