Research commissioned by Google to the Ipsos Institute showed that 71% of people declared that they intend to buy on the date
A survey commissioned by Google to the Ipsos Institute pointed out that Brazilians are optimistic that they will be able to spend their money on this year’s Black Friday, scheduled for November 25th.
Among the thousand interviewed for the survey, 71% declared that they intend to buy on the date, a number that represents a growth of 29% in relation to the year 2021 and, one of the reasons for this optimism is the increase in the confidence of the C class, which has a purchase intention that has increased by 32% compared to the last year. In classes A and B, this increase was 23%.
The research was presented during the “Black Friday Connections Store” event, held this Thursday (29), in So Paulo. Among the data presented, the survey also showed that, on average, each consumer intends to purchase products from 5 categories this year. Last year, the average was 4.2 categories per person.
According to the analysis, 47% of respondents indicated the desire to buy clothes and accessories on the date, followed by books and stationery items (43%), footwear (38%), cell phones (36%) and small appliances (33%).
This year’s Black Friday welcomes a consumer who, despite being in a challenging economic situation, is not empty of desires. The increase in purchase intention reflects the increase in consumer confidence, which believes that their purchasing ability will improve by the end of the year, said Gleidys Salvanha, business director for the Retail segment at Google Brazil.
The director’s speech is supported by the survey data that showed that 88% of consumers believe that their financial capacity for purchases will remain the same or should improve by the end of the year, while only 11% believe that the situation should get worse.
A more demanding consumer
In addition to prices, Brazilians are more attentive to quality, as Google has already been anticipating in other surveys carried out in recent months.
According to a survey conducted by Offerwise at the request of Google in May, 45% of consumers understand that, after the restrictions of the COVID-19 pandemic, they can now more consciously decide which products, brands and services to buy. Furthermore, the survey showed that 8 out of 10 people would be willing to switch brands if they understand that it is not connected to their identity or needs.
In Google Search, interest in products in the Retail categories, associated with the words cheap or better, was reversed in the comparison between 2020 and 2022.
Between April and June 2020, searches associated with cheap were 53% higher than the volume of searches associated with best, but in 2022, searches for better already outnumber searches for cheap by 27%. This change shows that the consumer valued the low price as a prerequisite to meet their most immediate needs during the pandemic, but now gives more weight to the quality item.
This will be the Black Friday of the best choices for each consumer, according to their needs and economic context. Items with a higher average ticket, such as TVs, cell phones or computer items, or less essential items, such as sportswear, should be on the list of consumers in classes A and B. This year, Black Friday for the C class should include more products in the food and small appliances categories, said Fernanda Bromfman, Commerce leader for medium-sized companies at Google Brazil.
The research carried out by Google and Ipsos also revealed that Brazilians have consolidated their shopping habits acquired over the last few years and are increasingly buying through different channels, whether e-commerce or physical stores.
In total, 72% of survey respondents said they had shopped on both online and offline channels in the past six months, up 10 percentage points from last year. For Black Friday 2022, 57% of respondents said they intend to make their purchases through websites, 51% through apps and 45% through physical stores.
