Check out some data from the last Black Friday in Brazil and insights to boost sales for this market.
Black Friday 2021 will take place on November 26th. In Brazil, it will be the 11th time that this date, which has already established itself as one of the most important in commerce, will see consumers flock to physical and e-commerce stores. Year after year, since it became part of the retail calendar, Black Friday has achieved increasingly impressive numbers in Brazil. In 2020, due to social distancing, online stores attracted more attention than physical stores, a trend that should continue this year.
The event provides opportunities not only to accelerate sales but also to win over new customers and increase brand popularity. To take advantage of Black Friday’s full potential, you must be aware of the target audience’s behavior you want to impact and of best practices to be implemented within e-commerces, which can ensure stability even during peak access and facilitate the sales process as much as possible.
If you want to take advantage of Black Friday in Brazil to win over the Brazilian customers, which is outstanding globally in terms of adherence to the date, keep reading this article!
Created over 80 years ago in the United States, Black Friday was for retailers to renew their stocks before Christmas. With the advances of technology over time, e-commerce started to participate in the strategy. In Brazil, the opposite happened: Black Friday was born digital.
The evolution of the Black Friday construct in the Brazilian collective imagination has fundamental lessons for e-commerces. An emblematic example that marked initial editions of the event in Brazil is the expression “black fraud”. The term arose in a context in which some stores increased prices in the last weeks of November, returning to the original value of the products on Black Friday, to simulate discounts. The response was to create price comparison tools, the consequent exposure of fake bargains on social media, and a much more attentive customers.
But such negative episodes were not enough to make the date lose its attraction. Quite the opposite. Every year, online retail in Brazil breaks new records during Black Friday. Months before the event, the race to optimize e-commerce platforms and create sales strategies is already a reality for many companies.
On Black Friday 2019, Brazilian e-commerce had revenues of R$ 3.2 billion, a growth of 23.6% compared to 2018, according to Ebit/Nielsen. In 2020, there was R$ 4.02 billion in sales, an increase of 25.1% compared to 2019. Also, according to Ebit/Nielsen, more than 6 million orders were generated in this edition, and the average spend was R$ 652: 15.5% and 8.3% higher than in 2019, respectively. These figures consider e-commerce sales between Thursday and Friday. The average spend data significantly higher than the annual average shows that this is a period in which people invest in high-value goods, such as smartphones and electronics, among others.
The Webshoppers survey has been carried out since 2001 by Ebit/Nielsen and is considered the main reference for the sector. In partnership with Bexs, the 44th edition of the study presented insights about the first half of 2021, helping to understand how the Brazilian market has been behaving. Below are some data:
Purchases via smartphone: purchases made from mobile devices have established themselves as an important trend since 2019, when they accounted 55% of total orders. Data from Webshoppers 44 confirms: in the first half of 2021, mobile commerce stood out compared to desktop both in terms of order quantity and revenue. Mobile orders reached 56%, representing together 53% of total revenue. Indeed, improving the platform in a responsive format for desktop and mobile, investing in Social Commerce can make all the difference to store revenues, as many e-shoppers are engaged in their own social media.
Black Friday all month: it is not only on Black Friday that Brazilian e-commerce breaks records. In the first half of 2021, the sector achieved R$ 53.4 billion in sales, 31% more than the same period of the previous year. In other words: if consumers already have a habit of shopping online, your store does not need to concentrate efforts into just two days. It’s worth creating a schedule of promotions throughout the month or at least the last few weeks of November. In 2020, between November 19th and 27th, revenue was R$ 6 billion, representing 50% more than just 4 days of event.
Pix and impulse purchases: November will be the 1st anniversary of the implementation of Pix in Brazil. Pix became very popular in 2021, which should make it a payment method widely stimulated by commerce. It is an efficient solution for everyone. Stores receive the purchase payment instantly and can avoid unfinished orders due to unpaid boletos. Consumers, on the other hand, do not need to worry about compromising their credit limit, in addition to experiencing greater convenience while purchasing. The growth of e-commerce in the first half of 2021 was mainly driven by the increase in the number of orders. It is worth investing in ways to get orders completed quickly and integrating Pix into payment methods to speed up the checkout process and increase conversions.
Black Friday in Brazil is an opportunity for e-commerce around the world. There were 15% more CrossBorder Trade orders in the first half of 2021 than in the same period last year, with almost 10 billion reais in revenue.
To access the Brazilian market, all you need is a partner to help you implement the preferred payment methods used by most of e-shoppers. Offer your customers a smooth, complete crossborder experience, in local currency and local payment methods. Count on us to cross your borders on the next Black Friday.