Black Friday, which has become tropical over the past decade, seems to have overcome its reputation as a trap, a so-called “black scam,” and has become the dominant shopping day among young Brazilians. That’s what new research from TIM Ads, a telco advertising platform, shows.
Research shows that virtually all consumers (96%) up to the age of 35 plan to make a purchase during the promotional season.
The study monitored consumer confidence in 24,000 people. The survey shows that this year’s Black Friday spending trend is high. One-third (33%) of consumers plan to spend at least R$1,000, and 13% plan to spend more than R$2,000.
The big ticks came down to consumers’ preferred categories that day: although clothing topped the wish list (19%), pricier segments such as home appliances (17%), electronics (16%) and smartphones (15%) dominated the rankings.
Research shows that almost one-third (31%) of consumers would like to split their purchases between physical and virtual stores, but only 21% said they would only buy online.
If the reputation of “black scams” seems to have been left behind, the numbers show that part of the reason is consumer awareness. While 44% believe in substantial discounts, 52% say they analyze offers more carefully to ensure promotions are not traps.
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