2023-11-12 19:00:55
Surveys by trade associations estimate that sales should register a growth of almost 13% compared to last year and that the majority expect to spend more than R$400 on products and services
WILLIAN MOREIRA/FUTURA PRESS/FUTURA PRESS/ESTADÃO CONTENT Clothing, footwear, accessories, cell phones, perfume and white goods are among the items most desired by consumers
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Every year, in the month of November, businesses focus on promotions from Black Friday to generate an increase in sales and revenue. And, according to a survey carried out by the São Paulo Commercial Association (ACSP), obtained first-hand by Young pan, around 38.2% of respondents intend to take advantage of the offers from November 24th in Brazil. Furthermore, 26.1% are undecided, while 35.7% have no intention of consuming. Among those who plan to make purchases during the date, 45.3% intend to spend more than in 2022. The majority of consumers (57.5%) expect to spend more than R$400 during the period. 23.1% want to reduce the amount spent on purchases. Foreign trade specialist and director of AGL Cargo, Jackson Campos believes that Black Friday is responsible for a large volume of retail sales. He mentions that this year’s sales should register a growth of almost 13% compared to last year, reaching almost R$7 billion, according to the Brazilian Electronic Commerce Association (ABComm).
Campos also highlights that the Chinese giants that have already joined Remessa Segundo will be largely responsible for the increase in sales during Black Friday 2023. “Brazilian consumers like to buy on international websites due to the variety of products, the convenience of not having to wait in line in sales and due to the affordable price. With the advertising of the import tax exemption in the Remessa Program As widely disseminated in the media, those who intend to take advantage of Black Friday promotions will opt for companies that have joined the program. It is worth remembering that ICMS continues to be applied, but now at the time of purchase”, he explains.
The ACSP survey also reveals that shopping motivations are linked to the desire to take advantage of great promotions and discounts offered, purchase items that are needed and anticipate purchases for the future. Natal. The economist at the ACSP Gastão Vidigal Institute (IGV/ACSP), Ulisses Ruiz de Gamboa, assesses that the increase in the number of respondents intending to spend more during Black Friday can be explained by the increase in workers’ employment and income and by the greater consumer confidence. Among the most searched items are clothes, footwear and accessories (37.0%), cell phones (26.9%), perfume (21.4%), furniture and household items (21.2%), computers, notebooks and tablet (16.9%), television (17.4%) and white goods (39.6%).
Fonte: ACSP/PiniOn
Circana, a global data technology company for analyzing consumer behavior, also estimates that online toy sales should increase by around 28%. The most popular during the period should be outdoor and sports toys, building blocks, dolls and games and puzzles. The company also reveals that Black Friday is one of the most important dates for the premium beauty sector in Brazil. Data shows that November 2022 was the second month of the year with the most sales in the segment. Around 14% of all sales for the year were made in the period. The “female fragrances” category was the best-selling within e-commerce in November 2022 and grew 41% compared to the same period in 2021. The second best-selling was the “makeup” category, with a growth of 26%, followed by “men’s fragrances”, which saw a 23% increase in sales.
For those who want to take advantage of the period, consumer law specialist Max Kolbe recommends that buyers pay extra attention when making a purchase. “To avoid falling for a scam, it is absolutely important to check if the company offering a certain product has a good rating, if there is a physical store, if it is a trustworthy company and if you have already done other business with that company. The second point is to observe whether the product offered is original. It is very common during this period for several companies or even fraudsters to try to mislead consumers through misleading advertising, whether regarding the nature, characteristics, quality, quantity, properties, origin, price, of products and services”, he indicates.
The lawyer also recommends carrying out a prior price analysis to determine whether the product really has a discount. He also recommends not buying outside of trusted establishments and being careful with social media. “Often, they direct you to a link that does not belong to the company. The image that appears on your cell phone makes you believe that you have been redirected to a known product website, but in reality, you have not. Also always give preference to those online cards that you can obtain the number through your banking app”, he concludes.
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