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Retail anticipates and stretches Black Friday to try to save complicated year – 18/11/2018 – Market



Retail bets on Black Friday, a date imported from the US and held for the eighth consecutive year in Brazil, are high. After stoppage of truckers, World Cup and elections, events that slammed sales, trade wants to make up for lost time.

SPC Brazil's survey shows that people are more willing to open the portfolio this year. Six out of ten consumers (58%) will make purchases during the promotion date, 18 percentage points more than 2017.

In addition to more people buying, the average expense should be slightly higher: R $ 1,268.63 in total purchases – last year, this amount was R $ 1,047. Another survey, done by Ebit / Nielsen, states that average spending on purchases is expected to rise 8%.

"Black Friday can give hope [para 2018]. We used to say that Children's Day is the rehearsal for Christmas, but this year it happened well in the middle of the election, and sales were bad, "says Marcela Kawauti, chief economist at SPC Brazil (Credit Protection Service).

For her, moments after the elections tend to make people more hopeful and consequently more willing to spend, regardless of who is elected.

"The economy may start unlocking from November, and Black Friday may be a good date," he says.

Ebit / Nielsen Research projects 15% expansion in e-commerce billing, to R $ 2.43 billion.

With the consumer more likely to spend, Black Friday starts earlier in some establishments. Retailers such as the Extra hypermarket and Lojas Americanas will open their doors on Thursday (22) at night.

Casas Bahia and Pontofrio went further and stretched the appeal of Black Friday for the entire month, with offers that change daily.

The promotions in the Extra start from this Monday (19), in selected items. The network offers more attractive prices also in the application.

On the eve of Black Friday, the network will open at 8pm with the entire store being promoted. "Despite the anticipation, the network is focused on Friday discounts," says Christiane Cruz, marketing director of Extra.

The executive director of the network, Alberto Calvo, says that the date records the highest amount of items sold in a day. To get an idea, last year they sold about 800 thousand plastic pots and 220 thousand panties and panties.

The expectation is that growth is double-digit compared to 2017.

At Lojas Americanas, 33% of the establishments will be opened at midnight on Thursday and there will also be extended working hours, according to Carlos Padilha, chief financial officer and investor relations officer.

The strategy of anticipating more aggressive promotions has worked well in The Beauty Box, multi-brand of Grupo Boticário.

According to Guilherme Reichmann, general director of the brand, in one of the "flash promos", sales in the site quintupled. In the stores, the increase was 20%.

The network also started to offer store-bought e-commerce products.

"During the promotions, I had a store that registered twice as many consumers, because of the ones that went looking for packages," he says. In the offers, which last a few hours, $ 30 items sold for $ 4.

According to Reichmann, the idea was to attract new customers to the brand. "It's a time when consumers shop in a new store."

The expectation, he says, is for new consumers to return for Christmas shopping.

According to SPC research, 30% of consumers will do Christmas shopping by Friday.

Consumer excitement, however, is also cause for concern in a scenario of still high unemployment.

For Marcela, of the SPC, the most alarming data in the entity's research are those that show the lack of financial planning.

Among those interviewed who go shopping, 25% say they usually spend more than they can and 21% have some arrears – of those, 69% are dirty.

"The idea that you can not miss the opportunity is the big villain," says FGV financial management professor Ricardo Teixeira. For him, the country still lives a resumption, and it is not time to shop without thinking.

Purchases should be made only when you have absolute security that there will be money to pay them, he says. And servers should not count 100% with the 13th, given the crisis of the states.

Marcela, from SPC, agrees. "A lot of people buy term by the excitement. And what was very cheap can be more expensive than full value if the consumer can not pay the bill for the card. "


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