Black Friday 2024 flew by, didn’t it? But the lessons we learned from it will guide us on future promotional dates and even in the daily lives of our customers who took advantage of the season to increase sales. In our case, we operated campaigns from creating VIP lists to extending the Black Weekend call.
According to a survey conducted by Neotrust Confi, Black Friday 2024 generated 10.7% more revenue than the 2023 edition. More than R$9.4 billion were registered by the more than 5,000 retailers that are part of the retail intelligence solutions company’s database. According to an article published in Exame, the good sales on Black Friday 2024 coincide with the payment of the first installment of the 13th salary and the proximity of Christmas, factors that may have contributed to the increase in consumer spending.
“This year, Black Friday surpassed pre-pandemic levels for the first time and saw revenues 15.2% higher than in 2019 ,” said Carlos Alves, Cielo’s vice president of technology and business, in a press release. (Source: G1 – Black Friday 2024 surpasses pre-pandemic levels)
Retail category growth on Black Friday 2024
When analyzing product categories, home c level executive list appliances top the ranking, with a 15.8% market share, a 4% increase compared to the previous year. Check out the full ranking, according to Neotrust Confi:
Category Participation (%) Change in relation to 2023
Home appliances 15.8% + 4%
Electronics 11.3% – 4%
Telephony 9.4% – 13%
Fashion and Accessories 7.5% – 2.2%
Air and Ventilation 6.3% + 66.1%
Computing 5.7% – 8.4%
Furniture 5.6% + 14%
Beauty and Perfumery 5.5% + 13.1%
Automotive 3.6% + 36%
Sports and Leisure 3.6% + 41%
What was our Black Friday 2024 experience like for the Brisa hotel chain?
Vacations, important dates for couples, family is remote work sustainable? trips. There are many reasons to plan a trip to the coast of Alagoas. It is from here, in the Brazilian Caribbean, that we operate a multichannel strategy integrating the Marketing and Sales teams of the Brisa Hotéis chain . The Alagoas group, with over 60 years of experience, has 7 hotels, distributed in 3 categories. A client of GPD consultancy since 2018, the Brisa chain entrusted us with the responsibility of managing the campaign for Black Friday 2024.
Marketing and Sales leaders
Alagoas and a hybrid team spread across fax database Brazil came together to create the biggest offer of the year for the hotel group, which – unlike most hotels – has a highly mature management system, predictable purchasing practices and, therefore, is not a big fan of promotional activities. At Brisa Hotéis, the focus is to highlight the quality of the experience that guarantees a rating above 9 in measurements via NPS, Booking, Decolar, and TripAdvisor.
So, with the client’s trust to operate a promotional campaign, we had to take extra care in building the schedule, managing billing data and closely monitoring to ensure profitability for hotels and a real opportunity for direct sales customers during Black Friday 2024.