Digital retailers have their worst Black Friday with sales falling 28%
Retailers had the worst online sales on Black Friday, with a decline both in the number of orders and the amount spent per purchase. There was a 28% drop in sales on Friday over 2021, to R$3.1 billion, on a weak basis of comparison, as last year had recorded the lowest growth on the date until then. Starting this week, the commercial strategies turn to the next 20 days, to try to regain growth and seek better margins in the Christmas actions.The setback on Friday, the main date of the event, is equivalent to R$1.2 billion less in sales than the previous year, according to monitoring closed last Saturday by Confi Neotrust, a data company focused on the digital market, in partnership with ClearSale, focused on risk prevention. There is the effect of the recent deterioration in purchasing power, but also the low level of confidence in the economy in 2023.Besides this year’s difficult economic environment, there is the risk of a beginning of 2023 still with a high degree of political uncertainty and no improvement in income in the short term, after the change of government, leading the consumer to hold back on spending, experts say. NielsenIQ|Ebit also reported a 23% drop last Friday.There was a slight improvement in demand on websites on Saturday, Valor found, but not to the point of a major change. According to information spread in the industry on Sunday, brick-and-mortar stores performed slightly better over 2021 in traditional chains, preventing a worse overall performance.This is the first time in 12 years of the event that there has been a downturn in sales, which caused surprise among associations and consultants in private message groups after the report was received. All regions in the country had a drop. Consultants and entities estimated a nominal increase of 3% to 9%."We did not expect this. People did not consume; we still live in a tough economic period. And there was great anxiety in the companies. Everyone wanted to recover a little bit the numbers of the year," says Matheus Manssur, commercial superintendent of e-commerce at ClearSale."It is necessary to do a mea culpa as well. Some companies operated badly on the date, and many people basically repeated the 2021 planning," says a source aware of the purchase plans with the industries.There was also the impact of more expensive products after consecutive price increases for durable goods, and the escalating key interest rate Selic, reducing the power to buy. Since the last...
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