09/23/2024 – 7:00
Black Friday, scheduled for November 29, is already mobilizing not only retailers, but also consumers, who are increasingly aware of shopping opportunities. According to a survey by the technology company Wake, in partnership with Opinion Box32.5% of Brazilians started monitoring product prices at the end of July, indicating advance planning to take advantage of offers. The survey also reveals that 37.8% of respondents plan to start monitoring prices in October, just one month before the Black Friday. These numbers demonstrate a growing trend of financial preparation and market research by Brazilian consumers, who seek to ensure good purchasing opportunities.
● The survey, which interviewed 1,076 consumers from all regions of the countrywith a 95% confidence level and a margin of error of 3 percentage points, shows that preparation for the Black Friday goes beyond simple price research.
● According to the data, 66.4% of consumers say they often save money specifically to spend during the event.
● Within this group, 23.5% started saving right after Father’s Day in August, that is, about three months before the date. Another 19.6% save money a month in advance, while 17.7% save throughout the year.
Marketplaces emerge as the main destinations for consumers looking for deals on Black Friday, even surpassing search engines like Google and Bing. The Instagram also stands out as an important price research tool, occupying a prominent position above physical stores in this regard. This change in search behavior reflects the increasing digitalization of consumption and buyers’ preference for online channels to find the best deals.
Purchase expectations for Black Friday 2024 are high, with 66% of Brazilians planning to participate in the event.
● On the other hand, 23% of respondents are still undecided and 11% do not intend to buy.
● Among those who are undecided, 42.2% say they will go shopping if they find an offer that is really worth it, while 24.1% depend on having money available on the date.
What makes Black Friday so attractive to consumers? Research shows that the date is seen as the ideal time to purchase necessity items (55%) and of desire (45.9%). Additionally, some consumers take the opportunity to upgrade products they already own, with 20.9% indicating that they purchase a new version of items they already have.
The most desired categories are electronics and computers, followed by home appliances and small appliances. This makes sense considering the attractive discounts on high-value products such as smartphones and laptops, which are highly sought after during Black Friday. As a result, the research indicates that Most consumers (23.2%) intend to spend more than R$1,000 this year.
Regarding payment methods:
● the installment credit card leads the intentions of use, being the choice of 38.3% of consumers.
● Next, 24% intend to use the credit card in cash.
● Pix appears in third place in the preference of respondents, with 22.6% planning to use this payment method.
Research by Wake and Opinion Box indicates that Black Friday 2024 promises to be an important event for retailers and consumers, who are increasingly preparing in advance to take advantage of the best deals and ensure a satisfactory shopping experience. The expectation is that sales are driven by planning and the strategic search for discounts in high value products.
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