Black Friday 2024 could be the biggest ever for small business owners

Brazilian consumers are in the mood to give gifts this year. And it is not only friends and family who will win with the most important season for commerce, but also for small businesses. According to a new GoDaddy survey, 67% of Brazilian buyers are willing to pay more to support small businesses during Black Friday and the holiday season this year (a little below the global average that is 72%). And 23% of respondents are willing to spend up to 10% more with gifts to ensure support for SMEs.

While inflation may have some impact on consumer spending, the Brazilian remains optimistic.According to GoDaddy's survey, 29% of Brazilian consumers say inflation will not affect their holiday shopping, and another 32% claim that while inflation affects how they buy their gifts, they plan to spend, on average the same as last year.

Black Friday getting stronger

The period close to Black Friday proved to be an important time for year-end purchases of Brazilian consumers. According to the survey results, 57% of Brazilians plan to make most of their holiday shopping before December.The last month of the year remains popular, with 39% of Brazilians shopping during this period. Only 3% reported waiting until the last 24 hours to make their holiday shopping, a number difficult to believe in the face of the current-run is observed every year on Christmas Eve.

For small businesses, these insights confirm that Black Friday is a critical opportunity worth paying extra attention to their marketing efforts.“A GoDaddy is committed to providing small businesses with the right tools to quickly implement their marketing strategies, reaching customers during the holiday season.Our products, such as Digital Marketing and Website Builder, help launch social media and email marketing campaigns with ease, allowing entrepreneurs to fully leverage the potential of digital channels to make this the biggest Black Friday for the little ones of all time”, said Luiz D’elboux, Country Manager at GoDaddy Brazil.

GoDaddy research also shows that consumers are keen to gift.The study points out 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 research also reveals that digital channels are playing an increasingly important role in the shopping behavior of Brazilian consumers.Of respondents, 68% said they prefer to receive offers through social media ads (compared to the global average of 50%), and this remains the preference of all Brazilian consumers, regardless of age. This insight underscores the need for small businesses to adapt their digital presence and marketing strategy to reach consumers effectively where they spend the most time shopping. 

Tools & resources

Small businesses looking for guidance on how to maximize their seasonal sales should visit GoDaddy's Practical Black Friday Sales Guide.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 growing small businesses.

Methodology

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