Consumer day: the new Black Friday

Inspired by the speech of the then American President, John Kennedy, made on 15 March 1962, the Day the Consumer appreciates not only the rights of buyers but also has the power to give an upgrade in the economy post Christmas and mothers day. For the fourth year in a row, the consumer Day, in Brazil, is treated with a commercial bias, in a project encouraged by the digital commerce platform Rocket Company. "The date is celebrated for quite some time, however, the Rocket decided to take consumers offers and stimulating the purchase in the first quarter of the year," explains Pedro Guasti, CEO of E-Bit.
In 2017, it is estimated that the consumer Day generate a turnover of 265 million R$ Country (18% in 2016, when the date was able to register R$ 224 million in sales). The data are from the online survey "consumer Day 2017", performed by the E-Bit, with 3,189 samples, between 10 and 16 February 2017. According to Fábio Sakae, CPO of the Rocket, the day comes to provide a 100% increase, compared to a normal Wednesday, in terms of sales revenue.
The professional Pedro Guasti explains the reasons for the date being celebrated always on the third working day of the week. "For the event of promotions, we suggest that the celebration is always on the Wednesday nearest the day 15. That''s because Wednesday is the best day for online retail. People buy more of Monday, Tuesday and Wednesday. We have come to the conclusion that the day is the best in terms of logistics, through monitoring of sales. At the time, it is necessary to strengthen the service teams to maximize and optimize sales ", says the CEO of E-Bit.
The increased sales in the consumer Day will be driven by high average ticket, from 398 to R$ 470 R$, since the number of requests remains stable (562,700 of 2016 against 563.8 of 2017).
The CPO of Buscapé takes into account three factors for the good results of the consumer Day, this year. "Before, we had two years ago with political turmoil. In 2015, we had a big rally in Brazil, in the period of the day, what has impacted directly on the date, when the focus of society in purchases was not strong. Last year, coincided with the audio output of the squid (in which the former President talked with Rousseff on your possible appointment to the Civil House). Are two years in a row that politics has taken focus on that date, "says Fabio Sakae. "This year, we had the question of the FGTS (guarantee fund for length of service). We realize the increased interest of people, past the Carnival, in the search inside the rocket. People started looking for what they wanted to buy on Black Friday and Christmas, and they couldn''t, "he adds.
According to E-Bit, 38% of the public already know the Day and 33% intend to buy this year, nine-tenths more than in 2016. The categories of electronics, appliances, computers, telephony and mobile phones and cosmetics/perfumery/care people are the most desired by the consumer.
Campaigning for the consumer Day, the Rocket is investing 15 million R$. With ads on 30 TV stations, 10 radio stations and presence on social networks, the company was able to partner with more than 5000 shopkeepers, who will offer products with more than 50% discount, in various categories. In 2016, the company bet R$ 20 million on Black Friday.