6 out of 10 consumers in the Southern region plan to spend more than R$1,000 on Black Friday.

A survey on purchase intent, conducted by Tray, Bling, Melhor Envio, and Vindi, part of the LWSA ecosystem of digital solutions for businesses, shows that approximately 60% of the public in Paraná, Santa Catarina, and Rio Grande do Sul, in the Southern region of the country, plan to spend over R$1,000 on Black Friday 2024. See here. 

In the region, 71.5% stated that they will buy something during Black Friday. Another 64.3% have planned their purchases, of which 44% have been saving in recent months and 20.3% already set aside funds for their thirteenth-month salary. 

The Black Friday 2024 Purchase Intention research shows consumers are starting to research products and prices in advance. For 59%, store and brand websites are the primary source of information about deals; 58% follow brand prices on social media; 22.9% follow discount groups on networks like WhatsApp; and 19.8% get information from influencers. 

According to Marcelo Navarini, Director of Bling, a management and ERP platformBased in Bento Gonçalves, Rio Grande do Sul, the research shows that, during this period, it's crucial for retailers and entrepreneurs to understand consumer habits and the sources they trust to make purchasing decisions. "The significant new development this year compared to the previous one is the consolidation of offer channels within messaging apps like WhatsApp and Telegram. This demonstrates that in a short time, this option has already become a preferred choice for Brazilians, supplementing other well-established preferences, such as influencers, for example," it states. 

For Thiago Mazeto, Director of Tray"With the consolidation of Black Friday in Brazil, consumers have become increasingly meticulous in analyzing offers for the period, seeking to compare prices, learn about the company's reputation on sales websites, and other factors before making a purchase decision. This highlights the importance of retailers clearly highlighting the unique selling points and benefits they offer, ensuring effective communication of the advantages associated with the purchase to their customers," the platform states. 

Freight cost influences purchases for 57% residents of the South.

In the South, approximately 57% of respondents stated that shipping costs are a very important and decisive factor for online purchases. Among the points listed in the survey about what would make a consumer abandon a purchase despite a good Black Friday offer were shipping fees (57%), prices higher than non-promotional periods (52.2%), and a lack of trust in the store (47.6%). "Offering free shipping for specific products or for purchases above a certain value creates an irresistible incentive for consumers to complete their purchases, increasing the average ticket and reducing cart abandonment. Having more delivery options, with options that highlight express shipping and/or price advantages, can be another attraction to promote customer autonomy and, consequently, stimulate loyalty," the statement says. Vanessa Bianculli, Marketing Manager at Melhor Envio, Freight platform, headquartered in Pelotas (RS). 

Credit card is the primary payment method.

Regarding payment methods, 81.71% of consumers prefer credit cards, 10.21% use Pix, and 61% use debit cards. According to the survey, 80.31% of consumers intend to pay for purchases in installments of up to 12 times.  

“Na Black Friday, credit card installment is preferred by consumers due to the possibility of diluting payments without compromising the budget, as well as maximizing benefits such as miles and cashback. Trust in the credit card and the growing popularity of PIX, which offers convenience and instant gratification, are factors that highlight a consumer who seeks flexibility and financial control.On the side of merchants, these modalities increase the average ticket, eliminate purchase objections and ensure immediate liquidity, especially useful in periods of high demand”, he evaluates Monisi Costa, Head of Payments at Vindi, payment platform 

For the study, Opinion Box, at the request of LWSA, interviewed 3,087 consumers over 16 years of age from all social classes across Brazil, between September 12th and 23rd, 2024. The margin of error for the survey is 1.7 percentage points.