On the eve of Black Friday, internet searches turn to traditional mobile phones, TVs and fridges
Pets and furniture for home comfort are also top hits; Covid-19 protective masks and tires are other search champions
São Paulo, November 26, 2020 - After consumers spent the last few weeks scouring the internet for discounts on alcoholic beverages, in the week between November 18 and 24, on the eve of Black Friday, the main date for e-commerce promotions, behavior changed: the traditional darlings of Black Friday - popular cell phones, televisions and washing machines and refrigerators - returned to lead product searches.
Among the main products, there are also furniture, Covid-19 protection masks, tires, equipment for reading digital books and dogs of the most varied breeds. This is what Radar Simplex found, a platform that uses artificial intelligence to capture consumer trends from the main searches carried out on the Brazilian internet on one million landing pages in six of the largest e-commerces in the country.
In the week that began on November 18 and ended on Tuesday, November 24, the main expressions used in millions of searches by internet users (and which serve as subsidies for six of the largest e-commerces, covering supermarkets, decoration and pet stores), indicate that Brazilians want to take advantage of this Black Friday promotions to buy video game consoles, children's bicycles, as well as furniture of all kinds - sofas, tables and beds.
"In this final stretch of pre-Black Friday promotions, traditional products have returned," says João Lee, founder of Simplex, a start-up specializing in technology to increase traffic and sales conversion of e-commerces. He draws attention, however, to typical Christmas products such as video game consoles, children's bicycles and Christmas tree.
According to Lee, the 2020 edition of Black Friday bears the mark of the pandemic. For him, consumers have realized that the pandemic and social distancing are here to stay, at least for a few more months. And until this phase is over, they want to invest more of their comfort. "That means growth in e-book readers, furniture - particularly sofas and dressers - as well as fryers that make it easier to prepare food at home. Typically, the Covid-19 mask is another top search item, as are pets, which are great companions to ease social isolation." Also, the search for tires may be indicating that consumers are looking for alternatives to public transport.
A surprise is due to the search for the expression "blak flayd", which is the term Black Friday "abrasileirado". "Retailers need to understand that they cannot assume that every Brazilian knows how to write a term in English. By adopting a foreign stance, it loses sales from searches made with the popular spelling," points out the e-commerce expert.