E-commerce Projects R$9.3 Billion Revenue on Black Friday

A few days before Black Friday, scheduled for November 29th, the e-commerce Brazilian has already been reaping the fruits of the date since the beginning of the month. Data from consultancy Neotrust Confi, released by CNN Brazilpoint out that consolidated revenue in national e-commerce reached R$16.8 billion in the first half of November alone, a result 21.5% higher than that observed in the same period of 2023.

The survey also projects that, only in the period that includes the promotional date (from November 28th to December 1st), digital retail should register revenue of R$ 9.3 billion, growth of 9.1% compared to the year previous. For the marketing specialist at Proads, paid traffic agencyVictor Hugo Piovan, the data demonstrates how Brazilian consumers have adopted the online channel as one of their main purchasing options.

“The date not only boosts short-term sales, but also strengthens the customer base for brands throughout the year. This growth requires companies to invest in well-structured digital strategies and high-performance campaigns to capture consumer attention in an extremely competitive environment”, he assesses.

Piovan believes that to achieve the best results, brands must invest in campaigns that go beyond price and focus on customer experience, segmentation and personalization. “The use of remarketing Dynamic, for example, allows brands to showcase products that customers have already viewed, increasing the chances of conversion.”

“Invest in Google Shopping campaigns and optimize feeds of products are also extremely valid strategic actions, as they allow consumers to quickly find the most relevant offers. Another differentiator can be advanced segmentation by interests and the use of target audiences with high purchase intention, helping to maximize the return on campaigns”, he adds.

However, the specialist who works with paid traffic manager warns that the proximity between Black Friday and Christmas could impact consumers’ willingness to spend on both dates. “Consumers often make large purchases during the promotional week and save their spending for Christmas. One solution for brands is to use this date as an opportunity to increase the customer base, focusing on leads and contacts, so that they can be reactivated before Christmas.”

According to Piovan, strategies such as remarketing and email marketing are ideal for maintaining customer relationships and driving new purchases in December. “Creating specific campaigns for Christmas, with exclusive products and offers, can motivate consumers to make additional purchases.”

Market expectation

The market movement for Black Friday has generated good expectations in the sector. According to a survey carried out by Cieloaround 60% of retailers believe they will sell more during this year’s promotional period. Furthermore, 30% estimate that the increase in sales could be greater than 20%.

“One of the best practices in times like this is to anticipate planning and test campaigns in advance. This allows us to understand what works best and adjust strategies before high demand”, suggests the Proads specialist.

Around 85% of consumers intend to make purchases during Black Friday this year, as indicated by a survey carried out by Mercado Livre and Mercado Pago, published by the portal InfoMoney.

From this, Piovan highlights the importance of “monitoring campaign performance in real time and quickly adjusting bids and ads as necessary to make the most of conversion opportunities.”

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