"I will wait for Black Friday to buy that product I want". For a long time, this phrase was often said by the population, that was waiting, anxiously, this time of year to acquire items at a lower price than usual. Some time ago, however, the market has been noticing a certain frustration on the part of consumers, that have been facing offers that are not very attractive or even products advertised "with a discount", but continue with the same prices as other times of the year. Is it that, значить, it is still worth participating in Black Friday? If your company knows how to prepare, for sure
The growing wave of interest in this period that Brazil had been recording in recent years saw a decline in 2023, year that recorded sales below expectations. What was seen here last year was a weaker movement from brands regarding the promotion of offers, what can influence, significantly, in a lower consumer interest in buying
According to Google data, as proof of this, in June 2023, 66% of consumers aimed to make purchases on Black Friday. However, of these, only 54% reached, in fact, buy, in addition to 44% who bought less than they had initially evaluated. It is clear that there are several justifications that impacted this decline – but, of all, this issue of fake offers has been, certainly, one of the worst mistakes made by companies, that end up announcing discounts on their products at the same prices they are usually sold
It is common for companies not to plan for an imminent increase in sales during this period, what causes a lack of products in stock and the consequent poor consumer experience, that ends up buying something that cannot be delivered, or that the delivery time is very long. A huge lack of care throughout the transport logistics, that cannot meet this high demand
As much as many customers have developed a very negative perception of Black Friday, it is still considered an excellent time to boost sales, regardless of size or sector. Beyond, it is clear, to be a great time to increase their market presence, once people are prone to buying new products from new brands
In the case of companies that are not, necessarily, retail or B2C sales, they do not need to limit themselves to offering special packages only on the date, but also throughout the whole week or, even, the whole month. It is possible, as an example, offer discounts on some services, form partnerships or boost sales for companies that serve the end customer. There are several ways to enjoy this time with positive results
For that, a planning, with calmness and in advance, can contribute to these achievements and minimize all the problems mentioned earlier. In practice, he needs to involve care such as calculating the necessary stock to meet the increase in demand during the period, ensuring that it is sold and that the products do not accumulate in stock after the date; organize the store, be it online or physical, to accommodate the larger flow of customers; and define the best delivery process of this product to the customer, avoiding, thus, delays and frustrations
Ask yourself: which products do I want to sell on Black Friday? What items do customers usually buy at this time? How my competitors are planning for this date? My company has the technical capacity to accommodate more consumers accumulated in the same period, ensuring a good experience for them on their journey? I need to strengthen my team? The payment methods used can handle a high flow? What communication channels should I use to promote my promotions (social media, emails, SMS, RCS
It may seem like a lot, but the answers to all these questions will provide a comprehensive and complete analysis of your company's capacity and what you need to adjust to reap ripe fruits on Black Friday. After all, it is still an extremely advantageous date for brands of all sizes and segments, as long as they know how to prepare to stand out and ensure a good reputation with their current and future clients
