Nonostante la popolarità delle date doppie, il 89% dei brasiliani preferisce ancora il Black Friday

Den brasilianske kampanjekalenderen har gjennomgått en forvandling de siste årene. De såkalte "dobbeltdatoene", 7.7, 8.8, 9.9, som oppsto i asiatiske e-handelsselskaper, har fått fotfeste i strategiene til nasjonale detaljister og blitt en del av forbrukernes kjøperutiner. Nylige data fra Google viser imidlertid at Black Friday fortsatt er den viktigste kampanjedatoen i landet, og beholder sin relevans til tross for fragmenteringen av tilbudskalenderen.

The research revealed a scenario that challenges the perception of promotional saturation: while 89% Brazilians are familiar with Black Friday, only 24% have familiarity with Double Dates. Even more significant is the data on purchase intent; over 60% consumers maintain specific November shopping plans, with an expected average expenditure of R$ 600 per person.

"What we observe is an interesting consumer behavior in Brazil. Even with more promotional opportunities throughout the year, Black Friday still concentrates the highest volume of expectation and financial planning. It's a date that has gone beyond the promotional aspect and become a consumption ritual in the country," analyzes Bruno Cunha, co-founder of Please provide the text in Portuguese you would like translated to Italian. "Kipiai" on its own is not a complete sentence or phrase, and therefore cannot be translated.. 

The research also revealed that 54% Brazilians save money specifically for Black Friday. This targeted financial planning suggests that the date maintains a distinct status on the calendar, functioning almost like a "13th salary" for consumption.

Strategi utenom pris

For brands, this scenario presents both challenges and opportunities. Double dates have created a dynamic of more frequent promotions, which can lead to promotional fatigue, but also opened up space for continuous consumer relationship strategies throughout the year.

Strategien bør ikke se på dobbeltbokingsdager som konkurrenter til Black Friday, men som komplementære verktøy. De kan, og bør, brukes til merkevareoppbygging og testing av produkter, mens Black Friday forblir tidspunktet for høyest konvertering og gjennomsnittsordreverdi, forklarer Cunha.

A manutenção da liderança da Black Friday reflete também uma questão cultural. A data chegou ao Brasil há mais de uma década e se consolidou como parte do imaginário do consumidor, criando expectativas que vão além da simples busca por descontos. O período transformou-se numa janela de oportunidade tanto para grandes aquisições, quanto para a antecipação de compras de final de ano.

The expected average ticket of R$ 600 reinforces the planned nature of Black Friday, where consumers allocate part of their budget to strategic purchases concentrated in a specific period.

The retailer needs to understand that each promotional moment has its function in the sales funnel. Double dates can work on awareness and consideration, but Black Friday is still where the most structured purchase decision takes place," concludes the expert.