E-commerce should grow 8% on Black Friday 2022, Conversion projects

THE sexta-feira black It is one of the most important dates for the retail calendar. Due to various discounts and benefits on products, many consumers tend to venture into shopping during this period. According to a survey conducted by Conversion, 96% of Brazilians surveyed said they intend to shop on Black Friday this year, showing an 8% increase in purchase intent compared to 2021.

“Despite the market e-commerce having suffered some setbacks this year due to high inflation and interest rates hitting the retail sector as a whole, expectations for year-end sales are positive and Black Friday will give the sector a boost. In the Appendix world cup it will certainly serve as a boost for the nation’s e-commerce, as the data shows,” says Conversion CEO, Diego Ivo.

Among the various types of products available at discounts, the five categories that stood out with the highest purchase intention of respondents were: smartphones (15%), electronics and home appliances (15%), fashion and accessories (12%), footwear (11%) and cosmetics (9%).

Consumer profile

The consumer profile has changed with the popularization of shopping apps and the ease brought by e-commerce. This is reflected in the fact that 43% of surveyed consumers chose to shop for Black Friday on websites, followed by 30% who prefer to shop via apps and 27% who still prefer to shop in physical locations, according to the survey.

However, regarding the consumer profile, 17% of respondents say that they are attracted to shopping at attractive prices because of discounts, another 12% take advantage of the date to shop only in well-known stores, and 7% prefer verified products with quality marks.

Despite being a shopping-friendly event, Black Friday is still plagued by malicious companies. According to the survey, 75% of respondents said they were afraid of fraud.

Average card

The average value of purchases during Black Friday also showed very interesting figures, according to the survey, 32% of respondents intend to spend between 1,000 and 3,000 R$, the rest (20%) decided on purchases worth between 500 and 3,000 R$. 1000 and finally, 17% said they prefer to spend between R$ 150 and R$ 300.

Regarding the method of payment preferred by respondents, credit card (32%), followed by Pix (18%), debit card (16%), cash (12%) and finally payment wallets, such as PicPay and PayPal (11%) ). These figures also reveal that the preferred means is still the credit card due to the ease of paying for large purchases in installments so as not to impact heavily on each consumer’s personal budget.

Brazilians’ favorite e-commerce

The research also sought to find out which e-stores are preferred for shopping this Black Friday. Among the most cited players, Americanas SA appears in the lead with (41%) mentions, followed by Amazon (28%) and Mercado Livre (25%).

The World Cup affects Black Friday

There is no doubt that the World Cup has great significance for Brazilians. A calendar of games with dates very close to Black Friday has had a positive effect on increasing purchase intent this year, with 91% of respondents intending to watch the games, according to the survey.

Of these, 70% said they were ready to buy an item related to a sporting event. Among the most sought-after items are fashion accessories, such as shirts (57%), sports equipment, balls and gloves (41%), electronics, with a strong emphasis on televisions (28%), smartphones (27%) and shoes, such as cleats (23 %).

Conscious spending on Black Friday

Conscious spending is already making an impact on Black Friday. According to the survey, 82% of respondents said they prefer brands that demonstrate social and environmental responsibility, compared to 18% who said they are not interested in this type of purpose. “Besides the goal of increasing sales, Black Friday can also be an opportunity for brands to generate a perception of value for their audience, and social-ecological responsibility will be increasingly demanded by consumers, especially younger ones,” concludes Ivo.


The survey conducted by Conversion was conducted between October 12 and 13, 2022, and was answered by men (42.64%) and women (57.36%) between the ages of 18 and 54, residing in Brazil. The margin of error is 5% and the confidence level is 90%.

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