2024-10-25 18:28:00
In 2024, the Black Friday it follows the American tradition of taking place on the last Friday of November, the day after Thanksgiving, on November 29th. And expectations are high, this year alone revenue could be R$9.3 billion in Brazil, according to the Consumer overview Black Friday 2024research carried out by the Globo group.
Still according to data from Globo, 50% of consumers interviewed already anticipate research and organize themselves in search of fair values, 20% one month in advance and 27% up to three months in advance.
With that in mind, various companies are starting their Black Friday offers up to a month in advance, a growing practice in Brazil applied by major market players.
The movement affects the calendar not only of retailers, but also of online wholesalers, who sell to other resellers.
“We cannot fail to supply Black Friday advertisements from our retailer partners during the most important sales period”, comments Rodrigo Henal, SEO specialist at FuturaIMan online printing company focused on personalized printing.
Panorama also provides a list of the main means of search for consumers, respectively: search sites, the store’s website or app or people who go directly to the company they trust most.
A Purchase Intent Survey from Wake also captured something similar: 58.2% of Brazilians intend to buy in e-commerce, 47.8% in marketplaces and 44.3% in shopping apps.
Taking this into account, Henal highlights ads on social networks, page optimization and discounts through the app as ways to attract the public online.
He also believes that points of sale cannot be left aside in publicity.
“Print marketing still has its importance, to attract the attention of consumers who walk down the street and come across a Black Friday ad, a banner with eye-catching text makes all the difference”, he highlights, and continues: “these are, certainly, important strategies for those who want to attract the public and guarantee a profitable date”.
Even with the increasing digitalization of consumption, there are consumers who go to physical stores in search of products with more discounts and the possibility of picking them up instantly.
This is what the EY Future Consumer survey demonstrated, with more than 30,000 interviews carried out in 30 countries: 57% value seeing and feeling the product before deciding to purchase, while 32% want offline service.
On Black Friday 2024, this movement should gain even more traction as demand is constant. Banners, wind banner – a product that became popular during the Elections – banners and even bags are examples of pieces and prints that, personalized with the event’s theme, help to mark the consumer’s mind even before the date.
“We have the task, as a printer, of contributing to the full dissemination of the news and offers of this event and we are looking forward to the results that this period will bring”, concludes Henal.
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Interview with Rodrigo Henal – SEO Specialist at FuturaIM on Black Friday 2024 Trends in Brazil
Interviewer: Rodrigo, thanks for joining us today. With Black Friday just around the corner on November 29th, what are your expectations for this year’s event in Brazil?
Rodrigo Henal: Thank you for having me! The anticipation for Black Friday 2024 is immense. We’re looking at projected revenues of R$9.3 billion, which showcases how integral this event has become in Brazilian culture. Many consumers are already preparing weeks in advance, which is becoming the norm.
Interviewer: That’s interesting. Can you tell us more about how consumers are approaching their purchasing strategies this year?
Rodrigo Henal: Absolutely. According to recent research, 50% of consumers have started organizing themselves up to three months ahead of the sale. This foresight indicates a retail landscape that is more competitive, as shoppers search for the best deals. Companies are responding by starting their promotions earlier, which seems to be a growing trend.
Interviewer: What strategies do you see companies employing to attract customers this year?
Rodrigo Henal: Companies are leveraging various tactics. We’re seeing a heavy focus on digital marketing—ads on social media, optimizing websites for search, and offering discounts through apps are critical. But while digital is key, we mustn’t forget the effectiveness of traditional print marketing, especially when it comes to reinforcing brand presence and trust.
Interviewer: What platforms are consumers favoring for their shopping this Black Friday?
Rodrigo Henal: The data shows a strong inclination towards e-commerce, with 58.2% of Brazilians intending to shop online. Marketplaces and shopping apps also play significant roles, which means businesses need to ensure they’re present across these platforms to capture attention.
Interviewer: Do you think this shift to online shopping impacts brick-and-mortar sales?
Rodrigo Henal: It certainly does. While online shopping is surging, physical stores still have their place in the market. Companies need to adopt an omnichannel strategy that includes both digital and physical touchpoints to ensure they capture customers wherever they may engage.
Interviewer: any advice for consumers preparing for Black Friday shopping this year?
Rodrigo Henal: My advice is to do your research early. Know what you want and compare prices across different platforms. This will help them make informed decisions and not fall for deceptive discounts. It’s all about being strategic and savvy this Black Friday.
Interviewer: Thank you, Rodrigo, for sharing your insights. It sounds like a thrilling season ahead!
Rodrigo Henal: Thank you! I’m excited to see how it all unfolds.
Rodrigo Henal: The data indicates that e-commerce is the preferred shopping channel this year, with 58.2% of Brazilians intending to buy online. Marketplaces and shopping apps are also gaining traction, with 47.8% and 44.3% respectively. However, there’s still a significant desire for physical shopping, as many consumers want to see and feel products before purchasing. This hybrid approach is shaping the market significantly.
Interviewer: That’s an insightful observation! Considering the shift towards digital, are there any specific advertising techniques that companies should prioritize?
Rodrigo Henal: Definitely. Online presence is crucial, so I recommend focusing on social media ads, app-based discounts, and engaging email campaigns. However, businesses should not disregard attractive print materials, such as banners and posters. These can visually captivate consumers in physical spaces, making them suitable companions to any digital strategy.
Interviewer: looking ahead to Black Friday 2024, what trends do you think will define the event?
Rodrigo Henal: The trend towards early promotions will likely continue, as consumers become more proactive in their shopping strategies. We can also expect innovations in how retailers engage with customers, blending online and offline experiences. Sustainability and ethical marketing will likely play larger roles as consumers become more conscious of their purchasing impacts.
Interviewer: Thank you, Rodrigo, for sharing your insights. It seems Black Friday 2024 is set to be an exciting event for both consumers and businesses alike!
Rodrigo Henal: Thank you for having me! Looking forward to seeing how this year unfolds.
