Author: Carolina Delfini Junqueira Franco

Despite the expressive adhesion of the Brazilian to Black Friday, Cyber Monday, which takes place on the Monday after the big retail date, has no significant searches on the internet, points out Radar Simplex

São Paulo, November 29, 2022 - Brazilians did not get seduced or search for Cyber Monday promotions this year, despite their expressive adherence to Black Friday, two days earlier. At least that is what can be seen when comparing searches for the two terms carried out by consumers on the internet. The data are from Radar Simplex, special edition Black Friday, a survey that monitors the searches carried out by consumers in the largest e-commerces operating in Brazil.  

Black Friday gained visibility in the United States in the 1980s, as a promotion for the liquidation of stocks in physical stores. Cyber Monday started to gain relevance at the beginning of the 21st century (2005), basically focused on e-commerce sales of electronic products. "As in Brazil Black Friday has already emerged with a character more focused on e-commerce, for Brazilians the two dates are practically the same", says João Lee, CEO and founding partner of Simplex.        

In fact, the searches carried out by the term Cyber Monday this year, when compared to those carried out by the term Black Friday, are practically non-existent. "Unlike what happened mainly in the months of September and October, when we saw the systematic growth of searches for products aggregated to the term Black Friday, we did not see searches for products aggregated to the term Cyber Monday, even after Black Friday," explains Lee. 

For the CEO and founder of Simplex, in Brazil, Black Friday, due to the anticipation of promotions by stores, is already losing the character of a specific date. "Especially e-commerces in Brazil have started, each year, to anticipate Black Friday promotions a little more. Result: today we practically have Black November, that is, a whole month of promotions. And, in this context, Cyber Monday, very relevant in other markets, is completely emptied in Brazilian retail", he considers.

No change

The Simplex Radar also recorded that, after Black Friday, the products that aroused the greatest consumer interest during the sales event remained among the most sought after. On Sunday, 27, the ten products most sought after by consumers were exactly the same as on Black Friday, with only a few changes in position. The most significant change was the reduction in demand for notebooks, which fell by almost 51%. As a result, the item lost positions on the list of most wanted. 

Other electronics also registered a drop in searches on Sunday, such as video game consoles (-8.3%) and air conditioners (-34%). Sneakers, decorations and clothing practically maintained similar rates of searches by consumers. Smartphones, the stars of Black Friday, remained firm in first place in searches. See below the comparative table between the most sought after items on Black Friday and the most sought after products on Sunday, the 27th.   

Black Friday	Sunday 27th
1. Cell phones	1. Cell phones
2. Notebooks	2. TVs
3. Refrigerators	3. Refrigerators
4. TVs	4. Tennis
5. Sneakers (shoes)	5. Notebooks
6. Air Fryers	6. Air Fryers
7. Decorations	7. Clothes
8. Air-conditioning units	8. Decorations
9. Video game consoles	9. Video game consoles
10. Clothes	10. Air-conditioning units

Products are the most sought after by consumers in the early hours of the main retail date; search for the term "promotion" increased by almost 300% compared to the days leading up to Black Friday, points out Radar Simplex

São Paulo, November 25, 2022 - Mobile phones, notebooks and refrigerators are the products most sought after by consumers in the first hours of this Black Friday, which officially started at zero hour this Friday, 25. In practice, smartphones are by far the product that arouses the greatest interest from consumers, registering a volume of searches that is equivalent to almost double that registered by the second and third placed on the list, notebooks and refrigerators - which are practically tied. The data are from Radar Simplex, special edition Black Friday, a survey that monitors the searches carried out by consumers in the largest e-commerces operating in Brazil. dd

The other items that are with intense searches in the first hours of Black Friday are TVs, sneakers (shoes), and air fryers, the last two of which are maintaining search rates very similar to those recorded in the days leading up to the sales event (see list at the end of the text). 

Regarding TVs, the first hours of Black Friday indicate a small drop in searches for this item when compared to last week's data (-6%) and increased demand for refrigerators (14%). For João Lee, CEO and founding partner of Simplex, this movement indicates that part of consumers, due to the FIFA World Cup, preferred to anticipate the purchase of TV sets. "By the way, many people did not want to wait until the day of Black Friday and preferred to guarantee the new TV to watch the first game of Brazil, which, by the way, debuted yesterday with a good victory and playing well!", He celebrates.  

As for the leadership of cell phones, this was already expected, and indicates that smartphones are undoubtedly the big stars of the 2022 shopping event. "Since the beginning of the special monitoring of Black Friday, in October, cell phones have led the list among the most sought after products. Without a doubt, it is the main object of desire for consumers today ", he points out.

Lee also points out that Black Friday does not live only of electronics. "Sneakers and decorations remained among the most sought after products in the four weeks leading up to Black Friday, that is, they showed firm consumer interest," he stresses.

One item that registered a significant increase in searches carried out in the first hours of Black Friday, although without entering the list of the ten most sought after, were toys, which grew 263% compared to last week's data. "The phenomenon suggests that many people intend to use Black Friday to anticipate the purchase of gifts for children at Christmas. It cannot be ruled out that, part of the interest in decorations, is also aimed at the end of the year parties ", he points out.

Promotion and Google Trends

It is noteworthy this week that the terms "promotion", "offer" and "discount" grew 289% when compared to the days leading up to the sales event. Already, the search for "Black Friday", which had grown more than 300% in the third week of November, compared to the previous week, maintained an equivalent search rate in the 48 hours leading up to Black-Friday. That is, this Friday, the order of the day is the mining for last-minute opportunities for the main online retail date.

Lee points out that Google Trends points out an interesting fact: the search for "Black Friday" in the search giant this year has already surpassed the searches carried out during the same period last year. For the CEO of Simplex, this indicates that there is growth in consumer interest in Black Friday this year. "In the last twelve months there has been a drop in the unemployment rate in the country, which probably contributed to the increase in interest this year. But, as much of today's purchases will be paid in the coming months, this also denotes consumer confidence in the future, "ponders Lee.  

 

Ten items most sought after by consumers in the early hours of Black Friday 2022. Source: Simplex Radar.

A few days before Brazil's first game in the FIFA World Cup, searches for TVs grow 96%. Searches for soccer team shirts also increased in the third week of November, points out Radar Simplex.

São Paulo, November 18, 2022 - A few days before Brazil's debut at the FIFA World Cup in Qatar, on November 24, the eve of this year's Black Friday, searches for TVs of all types and sizes registered, in the third week of November, 96% growth when compared to the previous week. The product, which last week was in the sixth position among the most sought after, now occupies the second position, behind only cell phones, absolute champions in consumer searches for Black Friday. Another item that registered a significant increase in searches was soccer team shirts (61%), probably driven by the World Cup. The data are from Radar Simplex, special edition Black Friday, a survey that monitors weekly searches carried out by consumers in the largest e-commerces operating in Brazil. 

Other products that registered significant growth in searches were microwaves (166%) and clothes (151%). In the case of cell phones and smartphones, despite the stability in searches, it is worth noting that the demand for the various models of Iphone represent almost 40% of the total. Other electronics, such as refrigerators, air fryers and video game consoles maintained search rates similar to those of the previous week (see list at the end of the report).

"It is interesting to note that, as the start of the World Cup approaches, consumer interest in TVs and other football-related items grows. We believe this will continue until Black Friday," says João Lee, CEO and founding partner of Simplex. Despite the growth in searches for TVs, Lee considers that they should not quantitatively overcome searches for cell phones, which historically are the big stars of Black Friday. "This year we have screen devices (cell phones, TVs and notebooks) in the top three places in consumer interest. It will not be for lack of screen options that the fan will no longer accompany Brazil in the World Cup, "he jokes.

Lee also considers that the permanence of decoration items among the ten most sought after in the first three weeks of November is justified, in large part, by the maintenance of the home-office after the Covid-19 pandemic. "The home-office is here to stay, so it is natural that people are concerned with making the home environment more pleasant and welcoming," he believes.

The CEO of Simplex also stresses that other items that stood out at the beginning of the month, even if they are not on the list of the ten most sought after, continue to maintain consumer interest, such as air conditioners, sofas, books, e-readers (Kindle) and travel bags among others. 

Black Friday

Radar Simplex also monitored searches for the term "Black Friday", which registered a 330% growth in the third week of November compared to the previous week. "Since the beginning of October we have been registering queries for the term 'Black Friday', which has been growing every week. For the next few days, the trend is that searches for the term will increase even more ", he concludes.    

 

Comparative table with the ten most searched items in the first three weeks of November by consumers. Source: Simplex Radar.

The announcement of the launch of a low-cost electric scooter by one of the world's major automakers led to a significant increase in searches for these types of vehicles in August. Items such as men's clothing and footwear also recorded growth in searches motivated by Father's Day.

São Paulo, August 13, 2022 - The announcement made by a major automaker in the sector, about the launch of an electric motorcycle model, with a value below R $ 4 thousand, caused searches for electric scooters to skyrocket in August. Even the fact that the model, at first, is marketed only in China, with no forecast of arrival in the national market, did not discourage Brazilians. As a result, the term, which had registered in July just under two thousand searches, rose in August to more than 120 thousand, a growth of around 7,400%. 

Electric bicycles also appeared among the ten terms that proportionally grew the most over the previous month, reaching an increase of more than 900%, probably in the wake of searches for electric two-wheeled vehicles. The data is from Radar Simplex, a platform that uses artificial intelligence to monitor trends in online searches from massive data collection in 15 different segments, ranging from electronics, to pets and food. 

"We have noticed that searches for electric vehicles have been increasing in the country for some time, but seeing this movement so large for a launch in China, shows that there is real interest in this type of vehicle, even more within an affordable value range", analyzes João Lee, founding partner of Simplex. "The fact that the automaker announced that the model would be marketed below US $ 800, that is, in the range of R $ 4 thousand, a price well below the average practiced in the country for an electric scooter, certainly contributed to arouse interest in the vehicle", he adds.

Other items whose searches grew significantly in August, when compared to July, were those related to home comfort and also to renovation and construction. Aluminum windows, porcelain floors, swimming pool, security camera, lampshade and mirror are all terms that registered average growth in searches above 600%. "At the beginning of the pandemic, and most likely due to the increase in the home-office work model, we saw a growth in interest in improving the home with furniture, such as sofas, office chairs and others. Today, what we observe is that this may be deepening, with broader reforms in the property itself. These searches may also represent an increase in the civil construction sector ", ponders the founding partner of Simplex. 

 

Father's Day

When comparing the same periods this year with last year, men's items such as blazers and sports shoes are among those with the highest growth rate in searches, registering rates of 190% and 109% respectively. Father's Day, combined with the low temperatures recorded during the month, probably contributed to the increase in searches for these items.  

 

Check below the ten products whose searches grew the most in the online environment in important Brazilian e-commerces in August this year compared to July:

1st - electric scooter

2nd - drums

3rd - Lampshade

4th - aluminum window

5th - sports shoes

6th - electric bicycle

7º - porcelain floor

8th - mirror

9th - security camera

10th - Swimming pool

 

Also, check out the items that registered the highest increase in searches in August 2022, compared to the same month last year.

 1st - blazer

2nd -notebook

3rd - reborn baby

4th - men's tennis

5th - Women's tennis

6th - clock

7th - keyboard

8th - cell phone

9th - gamer chair

10th - computer

Men's coats, jackets and watches appear among the most searched items on search engines in July this year compared to the same period last year, points out Radar Simplex. Search for 4G cell phones grows compared to June, probably driven by stock liquidations.

São Paulo, August 15, 2022 - Searches for Father's Day gifts, the winter period and closet renewal for in-person life, after the most intense periods of the Covid epidemic, boosted, in July, the growth of searches for men's articles such as coats, jackets and watches. The increases were respectively in the order of 2,003%, 643% and 609%, when compared to the numbers of searches for these items recorded in the same period of 2021. The data is from Radar Simplex, a platform that uses artificial intelligence to monitor trends in online searches from the massive collection of data in 15 different segments, ranging from electronics, to pets and food. 

Cell phones with 4G technology also registered a significant increase in searches, probably motivated by the interest of users in getting good offers or liquidations of older models, given the arrival of the 5G telephone network, which has already started operating in Brasília and São Paulo, and is expected to be implemented in several states of the Federation by the end of this year. In relation to the month of June 2021, the increase in searches for these devices registered an increase of 987%. 

"In June, just before the first 5G network started operating in the country, searches fell on devices with this technology. Now we have increased searches for devices with previous technology, the 4G. Apparently this is a consumer profile that is looking for liquidations of older models for cheaper prices, "ponders John Lee, founding partner of Simplex. For him, this movement is similar to what happens when some car model goes out of line, in which consumers less attached to the most current models or technological innovations look for good deals.

Women's fashion

Not only men's fashion showed growth in searches in July. Women's wide leg pants continue to arouse interest among consumers. The model, which had already been highlighted in May, showed, in July, growth in searches both in relation to June this year (+553%), and in relation to the same period last year (+ 563%).

Other items that recorded an increase in searches in July, compared to June, were electric oven (+462%) and airfryer (+161%). This may be linked to the increase in the prices of meals away from home or even to the significant increases recorded in relation to gas in recent months.  

Check below the ten items whose searches grew the most in the online environment in important Brazilian e-commerces in July 2022, compared to the same period last year.

1st - Men's jacket

2nd - White sneakers

3rd - Blazer

4th - 4G generation cell phone

5th - Men's jacket

6th - Men's Watch

7th - Wide leg pants

8th - Bicycle

9th - Hair dryer

10th - Smartphone

Also, check out the search leaders that increased the most in July compared to June 2022:

1st - Wide leg pants

2nd - Electric oven

3rd - Blazer

4th - Men's jacket

5th - Airfryer

6th - 4G generation cell phone

7º - Wireless headset

8th - Keyboard (computer)

9th - Pet

10th - Office chair

The term cell phone registered an increase in search engines of almost 6,000% compared to the same period last year; the cold and the return of the June festivities are related to the growth of online searches about costumes and slippers, points out Radar Simplex.

 

São Paulo, July 2022 - The start of operations of the 5G cell phone network in Brazil leveraged, in June, a strong growth in internet searches for devices enabled to operate with this new technology. The increase was in the order of 5,855%, when compared to the same period in 2021. The data are from Radar Simplex, a platform that uses artificial intelligence to monitor trends in online searches from the massive collection of data in 15 different segments, ranging from electronics, to pets and food. According to the platform's data, searches were mainly focused on entry-level or lower-priced models. 

João Lee, founding partner of Simplex, believes that the start of 5G network operations in the country, which began in Brasilia this month, has encouraged people to look for compatible devices. "Apparently, many people are already anticipating to be able to take advantage of the full potential of 5G technology, much faster, and which should be made available in the main urban centers of the country later this year", he believes.

 

Flags and glitter

Another item that showed a significant increase in searches in June compared to May was fantasy (3,257%). "The long-awaited return of the June festivities, after two years absent from the calendar due to the Covid pandemic, as well as the LGBTQIA+ Pride Parade, which returned to São Paulo at the end of last month, are the likely triggers for this increase", bets Lee. 

The low temperatures recorded in the Center-South region of the country in June - when, for example, the São Paulo Climate Emergency Management Center recorded 0.7 ° C in the Engenheiro Marsilac region, in the extreme south of the capital of São Paulo - in addition to Valentine's Day, are factors that may have contributed to increase searches for slippers by 2,000% compared to May. When comparing June to June last year, the same weather phenomenon may also have boosted the growth of searches for short boots (1,634%) and women's boots (1,342%).  

 

Back on the streets

Lee also believes that the improving picture of the Covid pandemic and the return of people to outdoor activities have driven this year's surge in searches for sports shoes, which saw a 3,300% growth in June compared to the same month in 2021.

Check below the ten items whose searches grew the most in the online environment in important Brazilian e-commerces in June 2022, compared to the same period last year:

 

1st - Mobile phone

2nd - Sports shoes

3rd - Honda Fit

4th - Malbec (perfume)

5º - Short boots

6th - Pre-training (supplement)

7th - Hypercaloric (supplement)

8th - Beach tennis racket

9th - Pet

10th - Women's boot

 

Also, check out the search leaders that increased the most in June compared to May 2022:

 

1st - Fantasy

2nd - Slipper

3rd - Coffee table

4th - Lip Tint

5º - Short boots

6th - Women's boot

7º - Babyliss

8º - Cold sweater

9th - Jordan (tennis)

10th - Orange squeezer