10 years of Black Friday in Brazil

Learn more about this trend from the United States that has become one of the biggest shopping dates in Brazil, with expressive annual growth.

Following the trend that began and consolidated itself in the United States during Thanksgiving, Black Friday has become a hit all over the world, and Brazil is no exception. This retail event with big discounts has been taking place in Brazil since 2010, and has become the most eagerly awaited shopping date in the year. Significant historic figures make it the most popular date on the web, surpassing even Christmas. Consumers aim to find big discounts, up to 90% off the original price.

Unlike the United States, Black Friday in Brazil is not limited to one day. It lasts for approximately one week, with offers valid on the days both before and after the international date.

Increased consumer trust made the 2019 Brazilian version of Black Friday the best edition since its creation at the beginning of the decade. E-commerce sales reached BRL 4.1 billion in just five days of Black Friday, 22% higher than 2018, according to Ebit/Nielsen, exceeding the figures predicted.

Another interesting fact about the 2019 edition is related to purchases via mobile devices, with 53% penetration, surpassing transactions via desktop and showing an 85% growth as against the previous edition. This event became an opportunity for companies to create traffic and develop relations with new consumers who, although not making purchases immediately, may be engaged and perhaps shop in the future. Therefore, investing in a responsive online event makes a great difference to customer experience and the efficacy of online sales.

Among the products with the highest likelihood of purchase by those intending to participate in Black Friday, the focus is on cellphones (48%), computers (38%), home appliances (36%), clothing (34%), athletic shoes (32%), and perfumes (33%).

In recent years, Black Friday has consolidated itself not only in its original online environment – where it began in Brazil –, but also in high street and mall stores. This is also due to the omnichannel or multichannel store system, integrating both physical and online store systems, which is an advantageous option for those buying online and wanting to avoid freight costs and to have their products in their hands sooner by collecting them directly from the physical stores. This multichannel strategy trend is expected to consolidate itself still further in the Brazilian market.

In 2020, Black Friday is scheduled for November 27. As Brazilians usually wait for this event to buy products with a high average price, and as most e-shoppers do not have sufficient liquidity to buy products in cash, they certainly count on the installment option to pay. Therefore, it is of the utmost importance that websites and stores offer the full range of payment methods preferred by Brazilians, including payment in installments.

Predictability of inventories, effective logistics, proper means of payment, and a responsive platform supporting very high levels of access are some points of attention for e-commerce players and marketplaces to make a difference in the most important shopping date and have high rates of sales conversion.

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