The Purchase Intention Survey for Black Friday 2024, carried out by Tray, Vindi, Bling and Melhor Envio, LWSA brands, that investment in brand and marketing is important for companies to have good sales performance.For 65% of consumers, internet ads, social media (59%) and digital influencers (19%) influence your purchasing desire
The survey shows that for 57% of respondents, company websites and social media are the main way to find out about discounts.The profiles focused on promotions and discounts on social networks (24%), promotional emails (37 %), price comparison sites (25%), canais e/ou grupos no WhatsApp focados em descontos (20%), influenciadores digitais (18%) e informativos das lojas/marcas no WhatsApp (17%) são outros meios de pesquisa de promoções utilizados pelos consumidores
"In this pre-Black Friday period", knowing consumer habits and where the sources they trust to make purchasing decisions are is a great advantage for retailers. And the big news that stands out this year compared to the previous one is the consolidation of offer channels in messaging apps, like WhatsApp and Telegram. This shows that in a short time this option is already among the preferences of Brazilians, inclusive surpassing other well-established ones, like influencers, for example, saidMarcelo Navarini, director of Bling.
The majority of consumers (75%) said they intend to shop for Black Friday in marketplaces, followed by the brands' own websites. The main reasons cited for the intention to purchase being made in marketplaces were free shipping (59%), best prices (55%) and the possibility of buying different items in the same store (38%)
For 60%, shipping is a decisive factor in purchasing
With Black Friday already present for years in the Brazilian retail calendar, the LWSA research indicates a maturation in consumer behavior. Almost 60% of respondents claim that the shipping cost is a very important and decisive factor for online purchases. Almost 40% of respondents would not be willing to pay a higher shipping fee to receive their product more quickly
Among the points listed in the survey about what would make consumers give up on buying even in the face of a good offer on Black Friday, the main criteria mentioned were
- Freight rates (57%)
- Higher prices than in periods without supply (50%)
- Do not trust the store (45%)
- Low rating on reputation sites (43%)
- Bad reviews on social media (42%)
- O desconto/oferta não ser atrativo o bastante para a Black Friday (40%)
With the consolidation of Black Friday in Brazil, consumers have started to analyze the offers for the period more and more critically, looking to compare prices, know the company's reputation on sales websites, among other points before deciding to purchase. This highlights the importance of the retailer clearly emphasizing the differentiators and benefits they offer, ensuring effective communication of the advantages associated with the purchase for your customer. Furthermore, the data demonstrates the need for retailers to cultivate good relationships with their customers and good reviews throughout the year so that their offers are enhanced by the respect earned by their brand.” analysisThiago Mazeto, director of Tray
Other highlights of the research
Increase in purchase intention96% of consumers plan to shop online on Black Friday 2024. Them, 87% made purchases in the same period in 2023
Expenses
- 54% expect to spend more than R$1.000,00 in the Black Friday 2024 purchases
- 58% consider the possibility of installment payments as a decisive factor in the purchase
- 44% plan financially for Black Friday
Payment Methods
- 75% of consumers prefer to pay with credit card
- 81% plan to use credit cards for online purchases and 75% for purchases in physical stores
On Black Friday, installment payments on credit cards are preferred by consumers due to the possibility of spreading payments without compromising the budget, in addition to maximizing benefits such as miles and cashback. The trust in credit cards and the growing popularity of PIX, that offers convenience and instant gratification, they are factors that highlight a consumer seeking flexibility and financial control. On the side of retailers, these modalities increase the average ticket, we eliminate purchase objections and ensure immediate liquidity, especially useful in periods of high demand, evaluateMonisi Costa, Payments Director at Vindi.
Most desired product categories
- 51% plan to buy electronics
- 46% intend to buy clothes
- 45% want to buy appliances
Factors that influence the desire to purchase
- 65% cited internet ads
- 59% social networks
- 19% of digital influencers
Factors of Purchase Withdrawal
- 57% abandoned the purchase due to shipping fees
- 50% would not buy if prices were higher than in periods without discounts
"During Black Friday 2024", offering free shipping for specific products or for purchases over a certain amount creates an irresistible incentive for consumers to complete their purchases, increasing the cart value. Highlight the speed of delivery as a competitive advantage, promoting short delivery times and consistently meeting them, it is important because it will make that customer create a positive impression and be inclined to buy again at the same store, affirmsVanessa Bianculli, marketing manager of Melhor Envio.
For the study, the Opinion Box interviewed 3087 consumers, aged over 16 years from all over Brazil and from all social classes, between September 12 and 23, 2024. The margin of error of the survey is 1,7 percentage points
