Black Friday, which has become a fixture in the past decade, seems to have overcome its reputation as a trap – the so-called “black scam” – and become the dominant shopping date among Brazilian youth. This is what new research conducted by TIM Ads, the mobile operator’s advertising platform, suggests.
According to the survey, almost all consumers (96%) aged 35 and older intend to make purchases during the promotional season.
The research monitored the consumption appetite of 24,000 people. The survey indicates a high propensity to spend on this year’s edition of Black Friday: a third of consumers (33%) plan to spend at least R$1,000, and 13% intend to spend more than R$2,000.
The big checks are down to the categories consumers preferred on that date: Although apparel (19%) tops the wish list, more expensive sectors such as home appliances (17%), electronics (16%) and smartphones (15%) account for most of the ranking.
According to the survey, nearly a third of consumers (31%) want to split their purchases between physical and virtual stores, while only 21% say they will only buy online.
If the reputation of “black fraud” appears to be falling behind, part of that is down to the awareness of consumers themselves, the figures suggest. If 44% believe in real discounts, 52% say they analyze offers more carefully to make sure the promotion is not a trap.
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