Fraud Prevention Reputation: The Importance of Choosing Trustworthy Brands During Black Friday

Black Friday, a day synonymous with great deals, will take place on November 26th. However, this period also requires consumers to be extra vigilant. With the promise of irresistible discounts, the temptation to buy on impulse can lead to hasty choices and, in some cases, unpleasant experiences with products or services that don't meet expectations. According to an analysis by Wake, in partnership with Opinion Box, consumer spending expectations for Black Friday are high, with 66% Brazilians planning to engage in shopping activities during the event.

Last year, Procon-SP released a list of 78 stores to avoid last November's Black Friday. The primary complaints involved businesses that received consumer complaints, were notified, but failed to respond or could not be located.

So, how can you protect yourself from fraud?

The answer lies in brand reputation. According to the 2024 Second Semester Consumer Panorama study, 28% consumers state they choose a store based on the security it conveys, 27% look for brands they trust, and 18% indicate that customer service is crucial to their purchasing decisions.

By choosing organizations with a strong reputation and a history of good service, the consumer protects themselves from potential fraud and ensures a more secure and satisfactory experience. Companies that value reputation typically concern themselves not only with offering quality products and services but also with meeting delivery deadlines and resolving any problems quickly and efficiently, as [someone] has commented. Beatriz Ambrosio, CEO and founder of Mention, the first PR startup in Latin America.

During Black Friday, consumers are looking for more than just low prices. They want practical solutions, quality service, and the assurance that their expectations will be met. By choosing companies with a strong reputation and a history of good service, the consumer protects themselves from potential fraud and ensures an efficient purchasing experience. 

In a scenario where distrust can be high, reputation becomes a valuable asset for companies and a reliable guide for consumers looking to complete purchases without problems. "By choosing brands with credibility, it's possible to take advantage of Black Friday offers with more peace of mind. For businesses, this means ensuring customer satisfaction and securing customer loyalty for the other 364 days of the year," concludes [the source/author]. Ambrose.