The rise in inflation should have a direct impact on year-end sales in 2021. According to the National Confederation of Commerce of Goods, Services and Tourism (CNC), Black Friday’s sales volume is expected to drop for the first time in 5 years.
The date should move R$ 3.93 billion in the country this year, projects the organization. If the estimate is confirmed, the sales of online and in person sales will show a growth of 3.8% compared to 2020. However, when discounting inflation, the volume will have a 6.5% decline — the worst performance since 2016.
CNC assesses that the current pace of annualized inflation has proved to be a problem for the expansion of sales volume, even though online commerce has gained strength after the emergence of Covid-19.
Before the pandemic, Brazilian e-commerce grew at an average annual rate of 14.1%. This pace jumped to 46.2%, according to a CNC survey based on the issuance of electronic invoices computed by the Federal Revenue of Brazil.
The organization’s president, José Roberto Tadros, says that sales at the end of the year are still positive, despite the scenario.
“The ease of online price comparison, in an event characterized by the strong appeal to promotions, encourages competitiveness and influences the expressive increase of the date on the retail calendar”, he analyzes.
Main products
CNC’s projection is that, this year, the furniture and household appliances (R$ 1.105 billion) and electronics and housewares (R$ 906.57 million) segments will dominate Black Friday sales.
They are expected to account for more than half (51.2%) of the expected financial movement.
Other highlights will be the hyper and supermarkets (R$ 779.09 million) and apparel, footwear and accessories (R$ 693.12 million) segments.
According to a survey by CNC economist Fabio Bentes, the products with the greatest chances of effective discounts and respective price variations in the last 40 days are:
- headsets (-13,0%)
- female perfume (-10.4%)
- moisturizing cream (-7.2%)
- sunscreen and suntan lotion (-4.2%)
- bluetooth speakers (-3.4%)
However, the economist points out that, given the recent price adjustment, the chances of effective discounts on video game consoles and electronic games are reduced.
Reference: CNN Brasil
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