After the busy Black November, the retail focus turns to the next big sales marathon: Christmas. However, it is important for retailers to understand the changes in consumer behavior between these dates to adjust their strategies. If on Black Friday the purchases are mostly personal, in Christmas, they turn to gift family and friends.
Theturnoverduring Black November 2024 it was R$9,3 billion, representing an increase of 10,5% compared to the results of 2023, according to the platform Hour by Hour, of Confi.Neotrust, in partnership with ClearSale Already for Christmas, the expectation isto moveR$69,75 billion in sales, as pointed out by the National Confederation of Trade in Goods, Services and Tourism (CNC)
How consumer goals tend to change according to the date, it is important to note the differences before thinking about promotions. "While Black Friday is marked by quick and personal purchases", Christmas brings a much greater emotional burden, focusing on gifts. The retailer who understands this change in behavior and adapts their offerings, from product selection to communication, will be one step ahead to win over the consumer and increase sales, affirms Bruno de Oliveira, founder and CEO ofEcommerce in Practice, largest e-commerce school in the world.
Another determining factor is the greater purchasing power at the end of the year, driven by the payment of bonuses and the 13th salary. Black Friday has already been positively impacted by the first partner of the 13th salary, making a jump of 10,5% year-on-year comparison. This scenario expands the positive outlook for Christmas regarding sales volume.
According to Bruno de Oliveira, it is advisable to create emotional campaigns, bet on a gift kit strategy and, still, invest in the construction of communications or brochures with a list of suggested gifts. People start researching two weeks before the holidays, that is to say, after the first week of December, so get ready for this period, explain
Another strategy that is recommended is to start by using your base of loyal customers, especially those who bought during Black November, offering exclusive promotions. And here it is worth using all available channels, like WhatsApp, social networks and emails to reach this client
For the period, it is also important to pay attention to logistics. People worry a lot about whether their online purchases will arrive in time for the gathering. Therefore, it is essential to have a process that works to avoid delays and, if possible, offer differentiated conditions for a faster delivery. Facilitating exchanges and returns is essential for the period.
Ecommerce in Practice
Ecommerce in Practice is the largest e-commerce school in the world, one of the 10 largest educational content initiatives in Brazil and part of the Nuvemshop ecosystem. With the aim of reducing the barriers of online sales across Latin America so that anyone can make a living from e-commerce, the school already offers more than 38 courses and 450 classes in one place, having transformed the lives of more than 130 thousand entrepreneurs
