Black Friday: revenue drops 28% and e-commerce has worse performance for the date, shows survey

Black Friday in Brazil failed to take off this year. Last Friday (25) virtual retail recorded a 28% drop in its revenue compared to the same period in 2021, when the sector had already dropped 1%, according to data from Neotrust.

With just over BRL 3.1 billion in sales, this is the worst result for the promotion date in the country since it was imported from the United States and implemented in the national retail calendar.

In addition to global revenue, other aspects contributed to the drop in Black Friday numbers this year. According to the Neotrust survey, compared to the previous year, e-commerce in the country also recorded a drop in the value of the average purchase ticket (-5.9%), in the average price (-17%), in the number of orders ( -23%) and in the quantity of products sold (-13.5%).

The study also pointed to a change in the consumer’s shopping profile this year. One of the most desired items by consumers waiting for Black Friday discounts, cell phones lost 4.6% of share in e-commerce revenues, while food and beverage items rose in the ranking and reached fourth place in number of orders this Black Friday.

With the out-of-expected performance for the main date, the aftermath of promotions on Saturday also did not hitch in the country. That’s because sales on the first day of the weekend recorded a 4.3% drop compared to 2021.

Even so, in the evaluation of Paulina Dias, Neotrust’s intelligence manager, the post-Black Friday secured the post of best sales day, in terms of revenue variation over the previous year.

“We noticed the recovery of some categories that did not go well on Friday, such as telephony, automotive and small appliances, and growth in categories that were already doing well, such as beauty and perfumery, games and food and beverages,” he says.

For the executive, one of the billing highlights on Saturday, within the universe of Food and Beverages, was the growth in sales for meat, poultry and fish. These items entered the wish list of Brazilians this year after a sharp increase in prices in the last 12 months.

A survey by the Shopper Experience consultancy, carried out at the request of the Associação Paulista de Supermercados (Apas), projected the basket of food items as one of the main desires of consumers for the period of Black Friday promotions.