According to a new study by Ecglobal, a company belonging to the Stefanini Group’s Haus Ecosystem, 76% of Brazilian consumers intend to make a purchase during Black Friday. For e-commerce, the number is encouraging, as the percentage last year was 65%, which opens up an opportunity to increase sales.
With just over a month to go until the big Friday of deals, retailers and buyers are already gearing up for the date. According to a survey by Instituto Reclame Aqui published in September, 46.4% of companies have already started preparations. The other side is no different. Of those interviewed by Ecglobal, 36% said that they start researching products and follow the values more than 30 days before. Another 22% check in 16 to 30 days in advance.
The analysis also shows that many consumers see high shipping rates, as well as false offers, as a deterrent to purchases; therefore, they use survey sites. To this end, 57% use search engines for research and 45% use brand domains. Another 51% check on cost comparison pages. When choosing, low price, cost-effectiveness, quality and shipping are the main factors measured.
Another means of shopping that was implemented during the pandemic and is growing are lives commerce, which rose from 8% to 15% between the 2021 and 2022 survey.
Electronics maintain favoritism
On the list of favorites are personal electronics: household appliances (53%), household appliances in general (48%), such as refrigerators and stoves, and home electronics (47%). In order, the most cited items are cell phones, televisions, electronics and appliances. When it comes to gifts for loved ones, there is a tie between clothes, personal electronics and beauty and perfumery items, all with 32%.
The World Cup also entered the budget of respondents and should help to move the market even more. In addition to official clothes and shirts mentioned by 48%, accessories (47%) and decoration (44%) must be purchased.
There is also a range of 42% of people who intend to take advantage of Black Friday to purchase products of extreme need, which are used in the daily lives of families, which gives a parameter of how the economic crisis impacts the power of consumption and Brazilian purchases.
Black Friday is also an opportunity for brands that were replaced by others during the crisis to return to the consumer’s shopping cart, who is willing to take advantage of the offers to go back to consuming brands of their choice.
For Ecglobal, the survey results are very positive for brands, as the purchase intent numbers and items for various sectors have risen compared to 2021. This is a good time to regain customers and retain them, the company recommends .
favorite stores
When it comes to Black Friday, Americanas, Samsung, Magalu, Casas Bahia and Amazon are the first brands that come to mind for the thousand respondents. Together, the five retailers totaled more than 600 votes, half of them for Lojas Americanas. In addition, 70% of respondents pointed out that they should purchase products from brands they have purchased previously and 35% should get what they already wanted.
Another interesting fact is that Americanas also ranks first in terms of shopping locations, followed by Magalu, Amazon, Mercado Livre and Shopee. For men, the most cited are Amazon, Fastshop, Mercado Livre and Ponto. Women, on the other hand, are eyeing offers from Americanas, Shopee and Shein.
Another survey, carried out by Conversion, already indicated a preference for foreign stores, with the market leadership of the Argentine Mercado Livre (13.8% of total visits), the Chinese Shopee (10.1%) and the national branch of North American Amazon (6.8%).
Together, they totaled around 700 million unique hits in August, just over 30% of all e-commerce traffic. In addition, among the ten most accessed e-commerce platforms in Brazil today, five are from abroad: in addition to Mercado Livre, Shopee and Amazon, the Chinese AliExpress (6th position) and the South Korean Samsung (10th) are also on the list. .