Search for Black Friday products starts a month before purchase, Microsoft study reveals 

Black Friday's buying journey starts earlier and earlier, and according to Microsoft, 55% of online retail conversions in November start in searches in October. 

Multi-platform advertising strategies have a positive impact on the average ticket, with an increase from 6% to 13% in the total value of purchases when consumers are exposed to ads across different channels and stages of the consumer journey. 

In Brazil, consumers take an average of 35 days to complete their online retail shopping journey, with 49 searches per user, according to data from June to August this year. For Jose Melchert, director of Ads at Microsoft Brazil, consumers begin to plan their purchases earlier and earlier in search of pre-Black Friday offers. “By starting campaigns before the date, brands can also capture the attention of these users to a new product beyond the one that has already been researched”, he explains. 

Melchert highlights the importance of a marketing strategyfull funnel’, that is, from product awareness to purchase, to maximize sales results on Black Friday.“Brands that combine different ad formats have a significant increase in conversions.In the retail sector, this approach results in up to 9x more conversions compared to strategies that bring only ads in the” search, says the executive.