Brazilian Black Friday Profile: Indebted with Purchase Intent

Data from the National Confederation of Retailers (CNDL) show that 4 out of 10 Brazilian adults (39.71%) were negative in September, corresponding to approximately 64.25 million Brazilians, a historical record since 2014.

The debt volume of these Brazilians increased by an average of 11.17% compared to the same period in 2021. The average debt value of this negative consumer reached R$ 3668.96 in September. Already 61.18% of the total number have debts with banking institutions and they have increased by 37.94% compared to 2021, followed by debts in trade (12.86%), water and electricity sector (10.51 %) and communications (8.24%).

More precisely, women have more debt than men. 80.9% have outstanding debts, which means that four out of five women in the country have outstanding obligations. Men make up 78.2%, according to research conducted by the National Confederation of Trade in Goods, Services and Tourism (CNC). Most debt, regardless of gender, is due to your credit card.

But Black Friday should move billions of reais this year. In e-commerce alone, sales of R$ 6.05 billion are predicted. The integration movement must be repeated, customers buy digitally and pick up in a physical store. Video game consoles and games, mobile phones and televisions top Brazil’s shopping lists with shares of 86%, 85% and 83%, respectively. They are followed by the categories of computers, tablets and peripherals (80%) and small household appliances (79%).

As for the form of payment, 68% of consumers intend to continue using a credit card to perform transactions, the means of payment is still the strongest and is chosen by consumers who intend to pay for their purchases in a maximum of six installments. While 19% of respondents must use PIX as a form of payment, 7% more than in the same period in 2021, according to data from Mercado Livre.

After following the profile of a Brazilian for this Black Friday, “in debt with the intention of buying”, for Bruna Allemann, financial educator at fintech Compro Certo, paying for purchases in installments seems like a good way out, however, it can lead to default.

A week before the month of “big discounts”, 74% of Brazilians are waiting for the announcement of offers, and 71% believe that the discounts will be greater than in 2021. It goes beyond “black fraud”: 48.8% of respondents define the event as a fraud, and 27.1% neither does not think that there is really a period of progress in the country, the data are from research by the Reclame Aqui Institute.

For this year’s forecast, Sensormatic Solutions for Brazil point to Black Friday, November 25, and the Saturday before Christmas, December 17, as the most active shopping days during that period.

“Christmas will undoubtedly be a busy time for retailers in the region,” said John Gregg, vice president and general manager of Sensormatic Solutions for Latin America. According to the executive, the importance that omnichannel has gained in recent years has raised consumer expectations to a new level, and this will be noticed during the December holidays.

Sensormatic Solutions also conducted a study that analyzed consumer behavior and found that most of them in Brazil plan to start buying Christmas gifts in November. The decision is mainly influenced by price (85%), promotions (32%) and product availability (30%). In addition, the research indicates a gradual diversification of purchase channels. On the one hand, 77% of consumers in Brazil plan to shop in stores, while alternative shopping methods are starting to gain importance. Just over a third of respondents (35%) said they intend to shop online with dropshipping, and only 7% will use the virtual purchase and in-store pickup option.

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