The Brazilian toy market showed excellent performance during Black Friday 2024, recording a significant increase in sales, in comparison with the same period last year. According to a survey by Circana, global data tech company for consumer behavior analysis, during Black Friday week, that considers the period between November 25 and December 1, an approximate revenue of R$ 108 million was recorded, what does an 11% growth compared to 2023 represent, when the revenue was R$ 97 million
The highlight of this year was the physical channel, that consolidated as the great protagonist, with a growth of 15% and representing 72% of total sales. Meanwhile, the online channel showed a growth of 1%. The price difference between the channels also caught attention: at the physical point of sale, the average price was R$ 58,00, approximately £30 less than in e-commerce, that practiced an average price of R$ 88,00. In the toy market, it is common for the average price of physical stores to be cheaper than in online stores, since this is a channel where the consumer seeks convenience. Already online, it is more common to compare by the best offers, in search of higher average price items, analysis Ana Weber, director of Circana
The toy categories that stood out the most during Black Friday 2024 were building blocks, with an impressive growth of 51% in sales, followed by vehicles recording a 30% increase and plush toys with a 23% increase. These categories followed the upward trend in the market, with consumers increasingly seeking creative and educational options for gifting, explain Ana Weber
Among the major highlights of the period, some releases and products made it to the top 10 sales, як, for example, the LEGO toys, that boosted their sales with the launch of the McLaren MP4 Ayrton Senna, a great success among consumers. Copag also stood out with its Pokémon card line as one of the most sought-after items. A Mattel, with the Barbie Dreamhouse dolls and Barbie Fashion Doll, together with the Hot Wheels cars, also won over consumers
Top 10 Best-Selling Products
- Barbie Dreamhouse
- Hot Wheels Singles
- Hot Wheels Pack with 5 Cars
- Barbie Fashion Doll
- Lego Icons McLaren MP4 Ayrton Senna
- Lego Classic Creative Medium Box
- Marvel Avengers Figure
- Hot Wheels Color Shifters Color Splash Science Lab Playset
- Hot Wheels Shark Robot Track
- Barbie Color Reveal
For Ana Weber, the significant growth recorded during Black Friday 2024, raises expectations for the toy sector in Brazil for the end of the year, especially with the approach of Christmas. The upward trend in physical channels, along with the growing popularity of categories like building blocks, vehicles and plush toys, they must continue to move the market, consolidating Brazil's relevance in the global scenario, analysis
