Dream of consumption, is your brand ready to meet this expectation on Black Friday?

Here is the second half of the year, and one of the most important retail dates is knocking on our doors. The long-awaited Black Friday, the second most important retail seasonal date.

In the 2018 edition, sales increased by 9% over the same period last year. However, forecasts for 2019, according to research by GFK, are for a “warm” edition with only 4% growth in revenues (5% lower than the previous year). It is noteworthy that the research took into consideration only sales of electrical and electronic products, darling category of Black Friday.

Despite the lackluster data, most consumers know the date and are preparing to buy something they have long wanted. So how will your brand meet the expectation of the “consumer dream” and succeed in sales this Black Friday?

Planned Purchases vs. Impulse Purchases

For a long time the market has believed that the Brazilian consumer takes advantage of Black Friday to advance the holiday shopping. This is not an absolute truth, as in a quantitative study by Provokers / Google, 33% of respondents said the date was the ideal time to buy something they wanted for a long time. Only 17% of respondents reported making impulse purchases during editions.

In addition, while 79% of people say they buy on Friday, 21% say they buy before or on the weekend after the date (some even wait for Cyber ​​Monday to complete their purchases).

With this, we can see that most consumers choose to plan their purchases long before November arrives, conducting in-depth research on the product and especially the price variation before the event (which is a reflection of the stigma of "black fraud").

But why does the consumer make so many searches before buying?

Online research today greatly facilitates the life of consumers, whatever the subject, we can find relevant information in search engines. Restaurants, best places to visit, most trusted stores, current products with reviews from other users. All this counts for those who enter this research journey.

Interestingly, this type of behavior is closely linked to people's emotional behavior, as they become more excited and confident, less anxious and feeling that they are enjoying themselves to the fullest.

Plus, the habit of researching helps create better experiences, as people want to know every detail to make sure they won't face the remorse of having a negative experience. Especially at events like Black Friday where many people still distrust the promotions offered.

In a Provokers survey, only 6% of people do not research before buying, while 20% do research several months earlier, and another 26% search 1 month in advance. As a result, consumers are more aware of options.

Understanding these moments of consumer reasoning is a great opportunity for a brand to gain consideration in the early stages of decision making.

Some ways to make consumers more comfortable is to provide more detailed information on the product page, either with explanations, ways of using, review of customers who bought or even show the price update on the wishlist.

Online videos also stimulate buying action

Consumers walk the buying journey, seeking information not only from search engines, but also on youtube.

According to data from Google Advisors, about 53% of people search for products on Google and then watch videos to learn more before buying.

The reasons range from knowing more about the product, observing how others use it, or seeing authentic reviews.

Knowing that people don't think about search and videos separately (ie both actions are performed together), it's interesting that your site has informative videos, because once the consumer has the offer to buy + relevant information, purchasing decision making is more effective.

Finally, Black Friday is a great time to ensure the consumer has the most formidable experience possible. Considering the characteristics, and the intention of the along the buying journey, you can take advantage of curiosity and offer stimuli to make your customer feel more comfortable and prone to purchase.

Be sure to capture the interest of your audience from the outset by being assertive in communicating and offering timely offers outside the Black Friday period (where 40% of purchases are made).

Taking these points into consideration, the event is sure to be a success out there.

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