RIO DE JANEIRO, BRAZIL – According to surveys conducted by the Brazilian Association of E-commerce (ABComm) and Ebit/Nielsen consultancy, the forecast for the 2019 Black Friday in terms of e-commerce is for sales above R$3 billion, an increase of 18 percent compared to last year.
Ebit considers the sales of Thursday and Friday to do the calculation, while ABComm takes into account the period from Thursday to the Monday after Black Friday. The day of retail promotions this year will occur on November 29th.
According to Ebit’s commercial leader, Ana Szasz, Brazilian consumers have switched from physical stores to online shopping. As a result, the date has been gaining ground in recent years in the Brazilian retail market. According to the consulting company, the average purchase this year should stand at R$626 per shopper.
ABComm president, Maurício Salvador, says that in addition to customers perceiving that promotions are more reliable, they realize that products bought online are generally cheaper. The association estimates an average purchase of R$340 in this case.
A survey carried out by Google commissioned by Provokers marketing consultancy, with 1,500 people from all over Brazil, and also with data from an online survey through Google Survey of 1,000 people, shows that the purchasing intentions are 58 percent higher this year than in 2018.
Google’s leading retailer for electronics and sports, José Melchert, argues that there are two factors behind the expected positive numbers for the date. The first is the greater optimism about the economy in general and the second is the number of products offered with discounts on Black Friday.
“When Black Friday started in Brazil, between 2010 and 2012, the articles offered were mostly confined to electronics, cell phones, fashion, and beauty. Today, we even have vehicle dealers, education, financial sector, real estate, food, and travel joining the promotions“, he says.
Experts point out that Black Friday is a time when many consumers make their first purchase in online stores. “In the universe of Brazilians with Internet access, only a third have already made online purchases. We have, on average, 4 million new clients on e-commerce per year”, says Maurício Salvador, from ABComm.
According to Melchert, the Google survey showed that 99 percent of respondents said they were aware of the Black Friday date. When asked who had already bought on the occasion, only 70 percent answered positively.
Source: Estadão Conteúdo