2023-11-09 20:47:00
As international stores must be the favorite of Brazilians during the period of Black Friday. At least, that’s what the Ecglobal survey, by Gaus, the Stefanini Group’s marketing ecosystem, reveals this trend for promotions at the end of this month.
According to survey data, the growth in preference for foreign stores has been occurring since 2021. In this sense, it is worth highlighting Shein, which was included in the study only from 2022 onwards, but showed an increase of 13 percentage points this year.
This same trend is repeated with other stores that allow the import of products, such as Shopee and AliExpress. The scenario can improve even further with the exemption of the fee for purchases up to US$50 and adherence to Remessa Conformo by the mentioned websites.
Another important detail raised in the research talks regarding the age group. Adriana Rocha is Co-CEO and founder of Ecglobal and commented on this case:
By better understanding how shopping habits work for each age group, it is possible to create opportunities to attract and engage this audience through targeted strategies and personalized experiences. Of the audience up to 44 years old, 8% have, for example, already used AI to research references for products and a further 10% like live commerce. Buyers between 44 and 55 stand out in their preference for search engines, registration on specialized sites and price and brand comparison sites.
In relation to customers over 55 years of age, the trend is not confirmed, as this is an age group that prefers to shop in physical stores. What may explain this is the group’s poor connection with brand websites and registrations on specialized portals.
As for the most targeted products, the highlight is electronics for personal use, which reaches 62% in online stores. Next comes the clothing category, with 46% and beauty products, with 37%.
Sobre a Black Friday: see the 30% discount promised by Correios for shipments during the period and which cell phones you should keep an eye on to purchase at a discount.
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