After spending the entire week analyzing the movement of large retailers and consumers in preparation for this year’s Black Friday, the president of Reclame Aqui, Edu Neves, concluded that it is a “Black Friday of the grocery store”.
He draws a scenario in which companies have failed to offer deep discounts on more traditional items like consumer electronics, and customers have little money in their pockets to spend.
The strongest feature of this year’s event appears to be the demand for fast-moving consumer goods, in an attempt by consumers to anticipate the month’s purchases, taking advantage of the sale to reduce spending on food, drink, hygiene and cleaning items.
Typical of times of inflationary pressure, this behavior of stocking product at home (before the price goes up) infected the week of promotions.
“We noticed that in higher value products, such as TV and refrigerator, discounts are not very attractive. People are buying baby wipes and snacks on promotion. Companies are putting discounts on items with higher margins,” says Neves.
One of the news on Black Friday 2021 was that consumer products gained prominence in relation to durable goods in the ranking of complaints in Reclame Aqui. There are reports of buying perfume, shampoo and other grocery items.
From 12:00 on Wednesday (24) to 6:00 on this Friday (26), Reclame Aqui registered 5,678 complaints related to Black Friday of 2021.
As in 2020, the e-commerce giants lead the ranking of complaints.
with Andressa Motter e Ana Paula Branco
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