According to the Ecglobal survey, 36% of people start searching for products and follow the values at least 30 days in advance.
Ecglobal, a company belonging to the Stefanini Group’s Haus Ecosystem, has released the results of its research on consumer behavioral trends for Black Friday 2022.
According to the survey, 76% of the thousand respondents intend to make some type of purchase on that date, against 65% last year.
With less than two months until Black Friday 2022, retailers and buyers are already preparing for the date and, according to a survey by Instituto Reclame Aqui published in September, 46.4% of companies have already started preparations.
On the consumer side, this is also true. According to the Ecglobal survey, 36% of respondents said they start researching products and follow the values at least 30 days in advance of the date, while 22% check with 16 to 30 days in advance.
The analysis also showed that many consumers see high shipping rates, as well as false offers, as a hindrance to purchases; therefore, they use survey sites. About 57% of respondents said they use search engines for research and 45% use brand domains, while 51% check on cost comparison pages. When choosing, the survey showed that the low price, cost-effectiveness, quality and shipping are the main factors measured.
Shopping list
According to the survey, home appliances lead the list of purchase intentions of consumers, with 53%, followed by electronics for the home, with 47%.
In order, the most cited items are cell phones, televisions, electronics and, finally, household appliances. When the subject is present, there is a tie between clothes, personal electronics and beauty and perfumery items, all with 32%.
The result for the brands is very positive. The numbers of purchase intentions and items for various sectors increased compared to 2021. This is a good time to win back customers and retain them, said Alan Liberman, CGO and Co-CEO of Ecglobal.
Among the items, the World Cup was also included in the budget of the interviewees and should help to move the market even more. In addition to official clothes and shirts mentioned by 48%, accessories (47%) and decoration (44%) must be purchased.
There is still a range of 42% of people who intend to take advantage of Black Friday to purchase products of extreme need, which are used in the daily lives of families, which gives a parameter of how the economic crisis impacts the power of consumption and Brazilian purchases.
the place of purchase
When it comes to Black Friday, the stores Americanas, Samsung, Magalu, Casas Bahia and Amazon are the first brands that come to mind of the thousand respondents, according to the survey.
Together, the five retailers totaled more than 600 votes, half of them for Lojas Americanas. In addition, 70% of respondents pointed out that they should purchase products from brands they have purchased previously and 35% should get what they already wanted.
Another interesting fact is that Americanas also ranks first in terms of shopping locations, followed by Magalu, Amazon, Mercado Livre and Shopee.
For men, the most cited are Amazon, Fastshop, Mercado Livre and Ponto. Women, on the other hand, are eyeing the offers from Americanas, Shopee and Shein.
The expectation that this year’s Black Friday will achieve greater growth and our research should help consumers make better choices, concluded Alan Liberman.
