Black Friday 2019: For the first time, Brazilian should buy both in physical stores and on the Internet

Black Friday, best known in Brazil for promotions on the Internet, has gained in recent years a greater adhesion of the street trade and shopping malls and, in 2019, for the first time, the number of buyers in the physical stores should be equal to that of electronic commerce. That's what Google searches for in partnership with Provokers Consulting. According to the survey, the intent to purchase only on the internet during Black Friday fell from 52% in 2018 to 38% in 2019, while the share of buyers who want to buy only in physical stores went from 41% to 37%. According to the research, this trend will be driven mainly by the multichannel consumer. The number of respondents who said they plan to buy in both channels jumped to 25%, versus 7% last year. In 2019, Black Friday will take place on November 29th. The discount date was created in the United States and "imported" by several countries around the world. Black Friday happens all the time on the last Friday of November, the day after the Thanksgiving holiday. In Brazil, the event has existed since 2010 and was born with a focus on the Internet. The season of Black Friday is treated by retail as the main event of the year in e-commerce and has boosted sales of trade in general in the months of November. "The vast majority of consumers understand that in Brazil, Black Friday is the week, Monday to Monday," says Diego Venturelli, Google Brazil retail Insights Manager. Advance the option to withdraw from the store According to the research, besides the greater adherence of the physical stores to the event, another factor that explains the draw of the intention to buy in both channels is the increase of interest by the option "buy on the Internet and withdraw in the store". Advance the option to withdraw from the store According to the research, besides the greater adherence of the physical stores to the event, another factor that explains the draw of the intention to buy in both channels is the increase of interest by the option "buy on the Internet and withdraw in the store". Among the products with the highest purchase intent among those wishing to participate in Black Friday, highlight for mobile phones (48%), computers (38%), household appliances (36%), clothes (34%), sports shoes (32%) and perfumes (33%). Despite the growth of Black Friday's sales in Brazil, consumer complaints continue. Among the recurring problems is the makeup of prices, which led the event to win the nickname nothing commensurous of "Black cheat". Last year, the site Reclame here received 5600 complaints over the period of offers. Misleading advertising and price makeup remained leading among the main reasons for complaints (14.2%). In the sequence, divergence of values and problems were tied at the end of the purchase, with 7.6%, followed by the delay in delivery appears with 3.9% of the complaints.