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Brazilians set to take part in Black Friday online more than ever
Brazilian e-consumers have become increasingly interested in taking advantage of Black Friday sales promotions. A recent Ebit research identified that 84% of active online consumers in Brazil plan to buy something on Black Friday this year which will take place on November 25th. This is a 3% increase compared with 2015.
Last year’s Black Friday reached 1.6 billion BRL in revenues. According to the study, the sales volume expected for 2016 totals 2.1 billion BRL, an impressive growth of 30%.
The study also highlights that consumers are mainly interested in the following product categories: electronics (34%), appliances (28%), telephony and mobile phones (27%), IT (23%) and home and decoration (13%). As for the payment methods, credit card is the main choice for over 80% of the buyers, followed by boleto bancário (13%).
Consumer electronics, the largest category, has an average transaction value (AVT) expected to be around BRL 1,180 which is nearly three times the average e-commerce transaction of BRL 403. Brazilians are used to financing their purchases, therefore offering payment with installments for higher price products is a must. According to the latest Webshoppers report, 25% of the buyers choose to pay in two to three installments, while 33% opt to pay in four to twelve installments.
The research indicates that 44% of this year’s Black Friday purchases are intended as Christmas shopping. It’s also worth mentioning that 85% of the consumers would like to receive information regarding offers, with 87% of them choosing the e-mail as their favorite channel.