Black Friday has the second worst result in history in Brazil

According to data from the Hora a Hora platform, maintained by the company Confi.Neutrust, this year’s Black Friday in Brazil had the second worst sales result ever recorded since 2010, the year in which national retailers imported the idea from the United States. to boost local online commerce sales.

In this year’s edition, between Thursday (23) and Saturday (25), e-commerce generated around R$4.5 billion in sales, a value 14.4% lower than that recorded in last year’s edition and R$6.9 billion below market projection.

Although the average amount spent per person increased slightly year-on-year, the number of orders fell 15.5%.

A decline compared to the previous year was already expected due to the fact that, in 2022, the World Cup contributed to increasing sales. Even so, the market was surprised by the size of the drop.

A second survey, carried out by NielsenIQ Ebit, showed a 13% drop in sales this year compared to 2022.

Even the volume of fraud registered a 20% drop compared to last year. It is worth remembering that the surveys do not consider sales in physical stores.

Lower-than-expected discounts and the commitment of consumer income to debt were cited as reasons for the failure of this year’s Black Friday.

By way of comparison, in the United States, Black Friday recorded record sales in e-commerce with 9.8 billion dollars, 7.5% higher than last year’s sales volume.