The combination of a cautious consumer due to high interest rates and limited credit, more conservative retail with discounts and promotions, and the industry without surplus production led to a lukewarm Black Friday this Friday, the 25th.
The most important date for retail sales, which for years has been ahead of Christmas, has been partly overshadowed by interest in the 2022 World Cup, which opened in the same week. What we saw was a greater demand for electronic items, such as smartphones and TVs, as well as products with a lower average ticket, such as the Brazilian team’s T-shirts and tennis shoes. But far from a race.
Research by Neotrust, an intelligence company that monitors Brazilian ecommerce, in partnership with ClearSale, a specialist in data intelligence, points out that Black Friday closed the day with revenues of more than R$ 3.1 billion – value 34.18 % lower than the same period last year.
The number involves more than 4.7 million orders, about 28.24% less than in 2021. The survey considers the sales period from midnight to 7 pm this Friday (25).
According to the Reclame Aqui website, at least 90% of consumers made online purchases in this edition.
“It wasn’t a euphoric Black Friday,” said retail specialist Alberto Serrentino, partner at Varese Retail. According to him, this year’s calendar was a little confusing due to the overlapping of the World Cup, which was a concern for most retailers. “But I don’t believe that this has negatively affected Black Friday, because it brought a concentrated demand in audio and video and sports”, he says.
In the opinion of Edu Neves, president of the Brazilian complaints website Reclame Aqui, the Cup, instead of helping, hindered. “The game in Brazil made access to the site drop 80% during the match. In the end, the flow returned 20% lower”, he says, who also considers, however, that retailers were unable to offer attractive discounts.
For Serrentino, demand was limited by the current scenario of inflation, interest rate hikes and credit tightening. “Since the beginning of the year, retail has been conservative in inventory management, since excess inventory indicates a high financial cost,” he says. “At the same time, it has been calibrating promotions, trying to find a balance between sales growth and profitability.”
Online sales slowed down this year, he recalls, because companies are much less aggressive in shipping, discount and installment policies. “Companies are not looking to sell at any price,” he says.
As for the industry, which has always been a “financier” of Black Friday, there is still a remnant of the pandemic, since global supply chains are not completely adjusted, says Serrentino.
While highlighting that the date remains important for retailers, as it opens the year-end shopping season, Serrentino bets on a Black Friday that is only “reasonable”. “The general signs I’ve been seeing are close to or below 2021 sales.”
White line purchases took place on Thursday and, this Friday, TV sales climbed, thanks to the good performance of the game between Brazil and Serbia, says Neves. “Smartphones also started to appear this Friday,” he says. “These are higher value-added items, which the consumer has been researching for some time. The promotion only served to support their purchase decision.”
This is the case of valet driver José Ribeiro Santos, 31. He left his home in Pari, east zone of São Paulo, at 7 am this Friday, to go to the Magazine Luiza super store on Marginal Tietê, north zone of the capital, and be a of the first in line, which began to be served at 8 am.
“Since the beginning of the year, we have planned to buy on Black Friday. We are renovating our house,” he said. He bought a queen bed, a closet and a washing machine. In all, he spent around R$3,800, and is believed to have saved R$1,600, according to his research.
“It was the time I spent the most, because we planned better”, he says, who preferred to go to the store than buy online due to the conditions: the first installment of the payment falls only in February.
50-inch TV, selection shirt and electric fryer gain space
According to a Google survey, the shirt of the Brazilian team was the ‘champion’ of interest this Friday. From midnight until 4 pm, the Brazilian mantle was the most clicked product on Google Shopping.
The biggest football event also led to the purchase of televisions, according to Google: 50-inch 4K LED Smart TV was the second product with the most hits on the shopping platform – models with 50 inches or more were the ones that attracted the most interest in the market. period.
The list of the ten most clicked products also includes smartphones, air conditioning and electric fryers.
Consumer has the right to regret online purchase
If the consumer made an online purchase and regretted it for some reason, he has the right to return the goods free of charge, within seven days, in accordance with article 49 of the Consumer Protection Code, informs Procon.
collaborated Havolene Valinhos
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