Following Black Friday, consumers maintain focus on Christmas shopping, survey reveals.

With Black Friday now in the rearview mirror, Brazilian consumers' attention is turning to Christmas shopping. Data from Do Follow, link building agencyindicate that many consumers took advantage of the November promotions to buy Christmas gifts early, while others are focusing on planning for the end-of-year celebrations. 

According to the Cielo Expanded Retail Index (ICVA), there was a 17.1% increase in physical store sales and an 8.9% increase in e-commerce sales – comparing sales from Friday (29th) with Black Friday 2023. 

Black Friday as a bridge to Christmas

Interest in Black Friday, traditionally concentrated in November, has already begun to heat up in October, registering 66 interest points on the Google Trends scale. At its peak, in early November, it reached a maximum of 100 points. According to Do Follow, consumers saw the date as a strategic opportunity to save money and pre-emptively purchase Christmas gifts.

However, not everyone managed to complete their gift lists during Black Friday. This gap creates an opportunity for a new cycle of consumer spending, focused exclusively on Christmas.

According to the agency, this movement represents a strategic consumer behaviour, who saw Black Friday as a direct bridge to Christmas. With more attractive prices, there was a strong tendency to pre-emptively purchase items, especially for "Christmas gifts." Google searches from August to October showed signs of this anticipation, while the analysis of September to November demonstrated a stronger and more consistent trend in searches as the end of the year approached. 

(Source: Do Follow with Google Trends data – analysis of August to October)

Source: Do Follow with Google Trends data – analysis from September to November

Still on Google Trends, phrases like "Christmas presents for employees", "toys", "creative gifts", and "personalised gifts" show a consistent high volume, reinforcing that financial planning remains a priority.

Furthermore, related topics also saw a sudden increase, such as "Christmas decorations", "Natura Cosmetics" and "Cacau Show" – highlighting the strong presence of both brands in gift sales for the occasion – and "gift boxes".

Consumers are more aware, using Black Friday as a tool to organise Christmas shopping. Nevertheless, many still maintain part of their budget for specific purchases in December," says Wellington Glogovchan, co-founder of Do Follow.

Companies adjust strategies for Christmas

With consumer focus shifting to the festive season, businesses are adapting their strategies to meet the demand. "It's crucial that retailers remain attentive to the specific needs of customers during this period, ensuring well-managed stock levels, personalized offers, and an optimized shopping experience," highlights Glogovchan.

Investing in targeted marketing strategies, website optimisation, and team training are essential steps to maintain competitiveness this season. Furthermore, personalising promotions for the target audience is a differentiator that can build customer loyalty during this period of intense competition.

A strategic end-of-year period for consumers and businesses

Following Black Friday, the Christmas period solidifies the year-end shopping spree. The synergy between the two dates benefits both consumers and brands, who take advantage of the context to optimise investments and ensure the quality of gifts.

With the rise in searches and growing interest in Christmas gifts, the challenge for businesses is to continue surprising their customers, by delivering not just products, but experiences that make the holidays even more special.