Cyber ​​Monday is retail’s post-Black Friday bet – 11/26/2023 – Market

Commerce is preparing to extend Black Friday in the hope of boosting sales for Christmas this year and overcoming a frustrating Friday. This Monday (27), retailers will offer discounts of up to 90% on products on Cyber ​​Monday, known as the “Xepa” of Black Friday.

Although it has not yet reached the same popularity as Shopping Friday in Brazil, Cyber ​​Monday — the name of the date in literal translation from English — is already important in the commercial calendar. Retail considers the day among strategies to win over consumers and boost sales.

Maurício Cascão, executive director of Mosaico, a company that owns e-commerce price comparators such as Buscapé and Zoom, states that this year’s Cyber ​​Monday could be better than previous ones for retailers to compensate for the lower-than-expected Black Friday.

Cascão says that, when a Black Friday is very good, the date comes to represent a traditional month of sales. This year, based on your analysis with retailers, it was half of what it should have been.

In the electronics sector, he says there was a 30% drop, despite the Playstation 5 and cell phones being highlights in sales.

“It was a tough year for retail. We didn’t see such tempting offers this Friday. That’s why retailers and industry may have seen an opportunity to restore prices”, says Cascão.

“There are retailers who were satisfied with their performance on Black Friday, but there are other large retailers who will offer more aggressive discounts in this second boost to meet their expectations”, says the expert.

Qualitative research by Ecglobal, a company owned by Haus, part of the Stefanini Group, shows that three in every ten consumers surveyed will buy on Cyber ​​Monday for the first time.

Among 583 customers questioned, 67% expressed their intention to participate in the event, of which 39% had already purchased items on a previous Cyber ​​Monday.

The majority of respondents to the survey plan to spend between R$500 and R$1,000. It is less than the R$1,380 that consumers said they would spend on Black Friday this year, according to research by Abecs (Brazilian Association of Credit Card and Services Companies), commissioned by the Datafolha Institute.

Buscapé survey carried out at the request of Sheet points to smartphones, air conditioning units, TVs, refrigerators, notebooks and stoves as the categories with the most price alerts — a resource that tells you the best time to buy that product — this Saturday (25). The data indicates the products of interest to platform users.

Created in 2005 in the United States to boost online sales, Cyber ​​Monday always occurs after Black Friday and the Thanksgiving holiday. In Brazil, the date was launched with Black Friday, in 2011, and there are retailers who extend their offers throughout the week, during Cyber ​​Week.

According to Nubimetrics, a platform aimed at ecommerce sellers, as the date is the last promotional sales period before Christmas, it ends up being the time to boost online commerce demand to reduce remaining Black Friday stock.

In the consultancy’s analysis, what was a trend on Cyber ​​Monday 2022 could be repeated in 2023. For example, consumers tend to look for items related to seasonality, such as air conditioners and fans and items for the holiday season. of year.

Amazon ends its week of offers this Monday, with discounts of up to 70% on products from different categories. For literature, fiction, manga, comics and children’s books and e-Books from brands such as Harper Collins, Companhia das Letras, Arqueiro and Planeta up to 80%.

For Amazon Prime customers, in addition to free shipping, the company offers rentals of popular films for up to R$9.90 at the Prime Video Store and a discount of up to 70% on subscriptions to Prime Video Channels.

Amazon states that, in this edition, 15% of sales from Loja Pequenos Negócios will be donated to Instituto Escola do Povo G10 Favelas. Simply apply the “Small Business” filter in the search to find products offered by these partner sellers.

And to raise awareness about Black Consciousness Month, throughout the month of November, the company has a Black Singularities page, focused on recommendations for books, beauty products, fashion and others.

The deadline for returning products purchased through Amazon.com is extended until the end of 2023. According to the company, most items purchased between November 1st and December 31st, 2023 can be returned until January 31st, 2024.

Market Livre states that it broke sales records, recording its best Black Friday, with 80% growth in gross sales on the 23rd and 24th of November. The discount campaign in partnership with TV runs until Thursday (30).

The Casas Bahia Group extends Black Friday discounts between the 27th and 30th of November. The chain, owner of the Casas Bahia, Ponto and Extra.com brands, allows purchases to be paid in up to 30 installments using the Ponto brand card. On the Extra.com website, there are items with up to 70% off.

The offers cover white goods (refrigerator, stove, microwave, air conditioning, washing machine), furniture, television and smartphones. The group will also serve via WhatsApp, directing the customer to a seller closest to their zip code.

Among Asian e-commerce giants, the sales strategy appears in the form of coupons, discounts and free shipping.

Shopee will have exclusive offers on technology products. Consumers will have access to coupons of up to R$70 off, as well as offers with up to 50% off on a variety of technological products.

Shein will have more than 300 thousand different products with up to 90% discount.

Sports brands also want to attract the attention of their customers with discounts on their own websites. Topper and the Queen selected shoes and clothes to offer discounts of up to 60% until Thursday (30). In physical stores, the promotion runs until December 3rd.

Mundo Verde, a chain of natural and organic products, offers a discount of up to 25% on private label items until November 30th. Bach flower remedies for anxiety, tension and stress, for example, cost R$ 24.90 each.

The Havanna coffee chain gives a 30% discount on the entire website, except for products in the “promotion” category.

Until this Monday, Taco Bell has a “Buy 1, Get 2” offer on the order of any individual taco or burrito (except the Crispy Chicken Burrito and Kit Kat Mini Burrito versions).

In the state of São Paulo, the action will take place at Shopping Center Norte, Aricanduva, Bourbon, Center 3, Pátio Paulista, Metrô Santa Cruz, Metrô Tatuapé, Mooca Plaza, Morumbi, SP Market, Eldorado, Ibirapuera, Tamboré, Grand Plaza, in Santo André; Park São Caetano, in São Caetano do Sul; Internacional Shopping, in Guarulhos; Dom Pedro, in Campinas; Vale Sul in São José dos Campos; Shopping Jundiaí, in Jundiaí, Rio Preto Center Shopping, in São José do Rio Preto.

Westwing Clube users will be able to check out campaigns with a selection of brands such as Wolff, Emma, ​​Lyor, Le Creuset, Trussardi, Stanley, Kitchenaid with up to 60% off. There is also a 10% discount on payments through Pix and free shipping on Westwing Now for orders over R$799.