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Sales recorded their worst performance ever
Black Friday 2022 failed to repeat last year's numbers, according to a survey conducted by NielsesIQ in conjunction with BexsBay, total sales were R$3.1 billion, a 28% drop compared to the previous year.
In addition to the drop in overall revenue, other figures contributed to the result falling below expectations:
- Average ticket value (-5.9%)
- Average price (-17%)
- Number of orders (-23%)
- Quantity of products sold (-13%)
Research points to an atypical scenario for the drop
In 2022, there were two events that directly impacted sales results: the World Cup and elections.
- FIFA's unprecedented decision to move the World Cup, hosted in Qatar, to November caused sales promotions to coincide with the tournament.
- During the Brazilian national team matches, traffic to the country's major retailers dropped by 80%.
- The presidential election scenario and a possible change in the economic policy framework focused investors' and the market's attention.
- Inflation, less available credit, and delinquency complete the list of difficulties faced by retailers.
The most sought-after products of Black Friday 2022
Google announced the products that had the most searches during November.
Smartphones remained in the ranking of the most desired, however, the World Cup effect was present: Brazilian national team jerseys and flags were at the top of searches, followed by appliances such as air fryers, refrigerators, and televisions, the latter of which have a well-known increase in sales due to the World Cup broadcasts.
Pix consolidates in e-commerce, bank slips drop significantly.
On the other hand, the second most used payment method during Black Friday was Pix, coming only behind credit cards.
Ease of use, combined with discounts offered by retailers, for example, made Pix surpass the bank slip. Last year, the bank slip was chosen by 23.7% of consumers, while Pix was only 5%.
In 2022, the percentage of Pix usage was 13.7%, and bank slips dropped to 11.8%. Credit cards continue to lead consumer preference with 44%.
Expectations for Christmas sales in 2022
Although the sales result was not the most satisfactory, the date's revenue remains highly relevant for e-commerce.
The time now is to focus strategies on Christmas sales, which should inject more than R$66.6 billion into the country's economy, according to a survey conducted by the National Confederation of Store Managers (CNDL).
How has your business been preparing for market challenges?
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