More Brazilians plan to shop on Black Friday, says Google survey

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Most Brazilians intend to buy on Black Friday this year, according to research by Google and the Ipsos Institute. Today, the percentage is 71%, an increase of 16 percentage points compared to last year.

The survey was released this Thursday (29) during the Black Friday Connections Store event, in São Paulo.

In classes A and B, the purchase intention is 78%. In class C, it is 68%, 17 percentage points higher than in 2021.

The reasons given are the proximity of the World Cup and the greater optimism after two Black Fridays under the pandemic.

According to the FGV (Fundação Getulio Vargas), the confidence of Brazilian consumers rose again in September.

The ICC (Consumer Confidence Index) rose 5.4 points on the month to 89 points, the highest level since January 2020.

“We have seen that confidence in Black Friday has increased. Now, the consumer knows what a Black Friday discount is and wants a good product”, said Gleidys Salvanha, business director for Retail at Google Brazil.

This year, 60% of consumers believe that discounts will be more attractive, says the survey.

However, less than half, 46%, say they will spend more, even though 88% believe their financial situation will improve by the end of the year.

Consumers are also expected to shop in five product categories on the date. In 2021, the average was 4.2 categories per customer.

The most targeted categories are Clothing and Accessories (47%), Books and Stationery Items (43%) and Footwear (38%). Cell phones (36%) and Appliances (33%) appear in the sequence.

This year, the survey also recorded a growth in class C people who declared that they would definitely buy on Black Friday. The result shows a rise of 9 percentage points to 22%.

During the event, which was attended by Luiza Trajano and the president of Google Brazil, Fábio Coelho, the company announced products for retail and the Promotions feature, which will be integrated into Google Shopping.

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