Average discount on Black Friday should be 24%, lower than in 2018, survey points

A survey by the National Confederation of Shopkeepers (CNDL) and Credit Protection Service (SPC Brazil) shows that the average discount percentage on Black Friday 2019 should be around 24%, lower than the 29% of the 2018 survey. The survey, which heard 1,177 entrepreneurs of all sizes working in trade and in the service sector in the five regions of the country, also shows that 21% of respondents must join the day of promotions, which this year will be on November 29. If estimates are confirmed, there will be a growth in memberships, since in 2018, 16% of entrepreneurs participated in the event. For 54% of entrepreneurs, Black Friday doesn't hurt Christmas, which is the most lucrative retail date of the year. For 33%, the event even contributes to Christmas selling more. Another 8% speak of christmas losses due to early sales on Black Friday. For the president of SPC Brasil, Roque Pellizzaro Junior, an indication that Black Friday sales do not overlap those of Christmas are the different shopping characteristics on each of the dates. "On Black Friday it is common for consumers to take advantage of offers to purchase products for themselves or home, especially value-added products such as smartphones, electronics and household appliances. At Christmas, the strength of the tradition of gifting family and friends prevails as a force to show affection and strengthen ties", he explains. Considering entrepreneurs who will participate in this year's Black Friday, six out of ten (57%) believe that the date represents an opportunity to publicize the store and prospect new customers and 43% see the chance to increase sales. There is still a quarter (25%) entrepreneurs who want to spawn stocks stopped. For those who chose not to participate in the edition, the main argument is the fact that they do not believe that sales increase in the period (60%). Another 17% think that only major brands participate in Black Friday and therefore say that it is better not to compete with them. As for the forms of preparation, special promotions (55%) will be the main strategy of entrepreneurs. There are also 42% that will invest in the company's disclosure, 23% who plan to increase inventories, 16% who will bet on the variety of products and services offered and 11% that will invest in the operation of internet sales, reaching a larger audience. The survey also points out that 43% of the entrepreneurs consulted believe that during the event, sales in 2019 will be better than last year's, while 32% talk about stability. Only 11% project worse sales. The experience in previous years explains the reason for the optimism of these entrepreneurs. Among those who joined Black Friday in 2018, the majority (63%) achieved good sales results, either because they sold above expectations (20%) or obtained a result as expected (43%). On the other hand, just over a third (34%) of the entrepreneurs recorded sales below the projected.