This year, Black Friday is scheduled for November 25th, coinciding with the World Cup, which should further heat up the consumer market, especially for specific items, such as sporting goods. A report organized by Zygon, an adtech specialized in digital marketing, highlights that the Qatar event is already moving the digital environment and marketing actions.
The report also considers the survey carried out by Abcomm (Brazilian Association of Electronic Commerce), which points out that the World Cup should benefit the sector. And, along with the growth of e-commerce, sales could reach R$ 165 billion in sales by the end of this year.
This proves that, even with the budget constraint, Brazilians want to go shopping and the main categories are: clothes and accessories, smartphone, electronics, shoes, appliances, perfumes and cosmetics, computer, furniture and housewares, many of them aligned with Cup theme.
Based on Zygon’s data management platform, adtech, sought the audience and profile of these Black Friday consumers focused on the World Cup.
Court hearing
Zygon delved into DMPs and found a profile that is already common and expected for seasonality:
● Male (69.66%);
● Mature (35 – 39 years old);
● Single (73.98%);
● And who belong to classes A/B (61.84%).
Affinities:
● Sports – Football (62.67%);
● Sports – Outdoor Activities (27.23%);
● Entertainment – TV (27.23%);
● Entertainment – Celebrities (51.12%);
● News – Local News (46.34%);
● Economics and Finance, with 4.68x affinity in Cryptocurrencies.
There are two profiles of fans: one is responsible for supporting the home, fighting hard, looking for stability and economy; that’s why he prefers discounts, promotions and combos – he’s the one who’s going to buy a new television to watch the games in Brazil. And the second is a fan who opts for exclusivity and doesn’t mind paying a little more for innovation.
And to handle this Black Friday, intensified by the coincidence with the World Cup, e-commerce got ready for the big moment. The Chief Operating Officer at Zygon Adtech, Jéssica Miúcha says: “E-commerce shows its strength and has been consolidating itself as the main means of purchase on Black Friday.“
Considering the specificity of this date in 2022, Zygon has listed what are the main retail trends to account for the strength of the date:
· Free shipping: shipping cost, product quality and trust in the store/site are important criteria when choosing the purchase;
· Shopping Omnichannel: online purchase option and physical store pick-up is a good alternative for cost reduction;
· Everything at a click: consumers have realized that they can buy everything on the internet.
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