In Brazil, household appliances and electronics will be the most sought-after categories during Black Friday 2023.
In November, a subject always takes over the Brazilian population: Black Friday. This key event for shoppers, created in the United States, takes place on the last Friday of the month and always generates high expectations for the discounts advertised in shops. With that in mind, Ipsos developed an online survey to understand consumer perception of Black Friday and its campaigns. The survey was conducted through the "Conectad@s" online community with 170 participants.
Categories of greatest interest
Among the participants, 69% indicated that they want to see household appliances on sale. The top 3 also includes electronics (67%) and beauty and personal care items (60%). Participants could indicate more than one option, so the sum of the numbers exceeds 100%.
Interest in Black Friday
95% of participants claim to have an interest in at least checking the prices of products. Only 5% claim to have no interest in the date.
"People believe that the date presents good opportunities to save, especially on high-value products or items they had already planned to buy," comments Pedro Capuani, director of online community research at Ipsos.
I'd buy a cell phone, because I need a better one, and make-up, because you can never have too much and cheap is even better
— Female participant, SE
Most sought-after items: Five out of ten participants in the survey (51%) reported that they will research the prices of cellphones.
TV sets (37%) and Air fryers (35%) complete the podium.
Wide preference for online stores
93% of participants stated that they will make their purchases online. 48% said they will look for physical stores, while only 3% say they will not make any purchases.
The sum of the results also exceeds 100% because respondents could indicate more than one option.
Preferred types of discounts
I want to find lots of offers and buy as much as I can while saving a lot.
— Male participant, Sudeste
Finally, 72% of participants reported that they prefer free shipping as the best type of benefit; 68% reported that percentage discounts are more advantageous, and 60% voted for cashback.
Black Friday around the world
In the U.S
- What to expect from the 2023 holiday season
The upcoming shopping season is likely to bring rising holiday budgets and stress. Are retailers prepared to meet consumer needs? - How inflation is affecting holiday shopping
Making a list, and price checking it twice: most Americans (74%) buying fewer gifts in response to inflation and rising cost of living - Holiday shopping habits year-over-year
American holiday shopping attitudes are quite consistent
In the UK
- The Black Friday Phenomenon
A Retrospective Review and Future Forecast from Ipsos Iris
About the survey
The survey data was collected online by Ipsos through the "Conectad@s" community platform. There were 170 participants, divided among the five regions of the country. The study aims to identify participants' opinions regarding Black Friday (expectations and concerns at the time of purchase).
