Consumer wants to use Black Friday to get rid of the effects of inflation

In times of lean, Brazilians want to take advantage of Black Friday to get rid of the effects of inflation, which accumulates more than 10% high in the last 12 months. From a universe of 7,449 consumers surveyed on the internet between October 22nd and 26th by fintech Trigg, residents of the main capitals of the country, only 2% do not want to buy absolutely anything over the internet on the next 26th of November.

According to the survey, 65.4% of respondents expect to get between 20% and 50% discount on the price of the products. “Consumers expect the discount to offset inflation,” he told sheet the president of Trigg, Wellington Santos.

More than two thirds of respondents (67.9%) intend to spend more than R$1,000 on the next 26th. Of this total, 30% plan to invest more than R$3,000 on this Black Friday. Appliances (41.3%) and technology (29.5%) lead the ranking of main purchase intentions.

“The interest in purchasing home appliances surprised me,” said Santos. “But as consumers spent more time at home, because of the home office, it is natural that they want to take advantage of the savings they still have to exchange old devices”, says the executive, who believes that the next Black Friday should earn more than the Christmas of 2020.

Almost half of consumers (49%) responded that they plan to spend more on this year’s event than last year. At the same time, 71% of respondents said they intend to buy Christmas gifts on Black Friday.

Santos draws attention to planning the purchase. “We did the survey at the end of October, that is, a month before the event, and most people [87%] I was already researching prices”, he says. “This is positive, because it indicates a more thoughtful purchase, and not by impulse, which is what generates the indebtedness”.

Free or cheap shipping (48.6%) and ease of payment (47.8%) are among the main attractions for consumers to make an online purchase. Next are affordable values ​​(43% response) and cashback (30.8%) – which is the possibility of earning credits for a next purchase.

This provision is being explored by Trigg. “On Black Friday, we are going to launch a promotion in which the credit card customer will receive cashbacks of up to R$ 2,000, by drawing”, says Santos. Launched in 2017, fintech already offers cashback of up to 1.3% of the value of purchases in the usual card operations.

According to the survey, 97% of respondents will pay their Black Friday bills by credit card. But not everyone intends to shop online: 35% prefer to purchase products directly from physical stores.

Lack of respect frightens consumers, says another survey

The search for a good bargain is not decisive on the internet, even outside of Black Friday. Another online survey conducted by MRM, the McCann group’s digital marketing agency – this time with 1,000 consumers from various regions of the country, between August 12 and 18 – indicated that 60% would stop buying a product with a good price and quality if they company to disrespect the poorest.

The same attitude would be taken if the company tested the product on animals (49% of responses), did not worry about the environment (48%) or diversity (47%).

“On the other hand, among competitors that present a product that is similar in price and quality, the consumer prefers whoever offers the best shopping experience, with an easy-to-navigate website (response of 69%), or who is highly rated by other consumers (59%) or have a good reputation (55%),” he told sheet Eduardo Soutello, director of MRM Commerce, the MRM Brazil unit responsible for the research.

Interestingly, concern for the environment (21%) and social causes (14%) – issues so in vogue due to the ESG criteria (environmental, social and corporate governance) adopted by companies – are less relevant to motivate the purchase decision. “But the lack of respect for these issues is decisive in preventing the purchase”, highlights Soutello.

The executive draws attention to how important marketplaces such as Amazon, Mercado Livre and Magalu (50%) have become important compared to search sites (57%), such as Google, when searching for products. “The marketplaces needed to calibrate themselves to make browsing pleasant, at the same time they had to attract more sellers [vendedores] to increase its product offer,” he says, noting that review sites (44%), such as Reclame Aqui, are also frequently consulted in online searches prior to purchase.

As for the means of payment most used by Internet users, the credit card continues to lead, with a 59% share. “85% of respondents also said they really liked the cashback model,” says Soutello. But, according to the survey, bank payment slips are resistant to Pix, even a year after the launch of the instant digital payment method. The traditional boleto accounts for 15% of online sales, while Pix’s share is 11%.

More than half of consumers (58%) said they followed a brand on social media, especially because of their interest in promotions (61%). The five brands most spontaneously cited by respondents were Lojas Americanas (21%), Magalu (19%), Nike (15%), Adidas (12%) and Amazon (9%).

There is one point that big companies still need to do on the internet: advertisements. Only 24% of consumers said that the advertisements they receive are exactly of interest to them. For 11% they are never relevant and for 61% sometimes.