Brazilian consumer already prepares for Black Friday with a focus on transparency and digital trust

With just over two months to go until Black Friday, scheduled for November 28, Brazilian consumers are already beginning to monitor prices and products of interest. A survey by Locaweb, an internet services company, shows that brands such as Samsung, Apple and Electrolux are among the most observed in this period of warming e-commerce.

According to the survey, 79% of respondents plan to buy items that were already on their wish list, while 62% intend to take advantage of the date to explore new offers.The expectation goes beyond discounts: 26% expect additional experiences, such as early access to promotions, pre-sales or exclusive content. Already 34% said seek news and market trends, either to update or to identify business opportunities.

Trust in the buying process will be decisive for the success of brands on Black Friday.For 86% of respondents, transparency in prices and purchase conditions is the most relevant factor in the purchase decision.Other 65% highlighted the importance of clear and objective information, and 37% considered it essential to receive prior notices about deadlines and promotions.

“The digitization of consumption cannot be sustained on fragile foundations. If Brazil wants to consolidate e-commerce as a driver of growth, inclusion and innovation, it must urgently solve the paradox that today clings to its gears: it is not enough to sell well, it is necessary to recognize, in a safe and fair way, who wants and can buy”, he says Rebecca Fischer, co-founder e Chief Strategy Officer (CSO) from Divibank.

More than comments on evaluation sites (58%) or active presence on social networks (43%), consumers value official channels of companies. Among respondents, 64% pointed out the site itself, with good structure and registered domain, as the main criterion of credibility. Security certificates (55%) and ease of contact on digital channels (42%) also appear as relevant factors to strengthen trust.

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