Profile of searches carried out in the first half of October indicates that the consumer is already starting to search for products related to the term 'Black Friday'. For expert, trend points out that people are monitoring prices since the beginning of October. Electronics lead the searches.

São Paulo, October 20, 2022 - The profile of searches carried out in the first half of October, in national e-commerces, indicates that consumers have already started monitoring prices and mining the first Black Friday offers of 2022. According to data from Radar Simplex, special edition Black Friday, which monitors searches in the largest e-commerces operating in Brazil, there is a clear movement of consumers to insert the term 'Black Friday' when conducting research on products and services.

The movement indicates that consumers are already keeping an eye on the first offers of the main promotional sales date of e-commerces, which takes place this year on November 25. "We observed that in addition to starting to search for products with the term 'Black Friday', consumers are also looking for the prices of current promotions, to compare the offers of the products in which they are interested," says João Lee, founding partner of startup Simplex, specialized in increasing traffic and conversion of online sales.

This behavior also indicates that the consumer is increasingly attentive to detect and deviate from false promotions. "Consumers seek, in fact, an effective discount on products to realize the purchase," he ponders. 

Highlights

The Simplex Radar, special edition, monitored the searches of the first half of October in four categories (Electronics; Home, decoration and housewares; Fashion and footwear and Entertainment) and listed in each of these categories the products that appear most in the searches made by consumers, who also added the term "Black Friday" to the name of the desired product. 

In the Electronics category, the champion products presented in conjunction with the term 'Black Friday' are cell phones. "The deployment of 5G technology across the country has contributed greatly in this regard," says Lee. Then there are notebooks, Smart TVs, video game consoles and e-readers, such as the Kindle. In the Home, Decoration and Housewares category, Black Friday searches are primarily directed at refrigerators, followed by airfryers, microwaves, sofas and closets. In Fashion and Footwear, sneakers lead searches from sports brands to more casual brands, followed by bags, flip-flops, bikinis and sandals. Finally, in Entertainment, the most searched were streaming channels such as Netflix, Globo Play, Amazon Prime and Disney Plus.

Other products also begin to emerge with greater intensity in searches in conjunction with the term 'Black Friday', such as tires, drinks (whiskey, beer and wine), perfumes, makeup, jewelry, bicycles, airline tickets, travel packages, coupons for snacks and even diapers.

Well-positioned

For the founding partner of Simplex, searches related to the term 'Black Friday', detected in the first half of October, already indicate the main trends of this year-end promotions. And they are a warning to e-commerces about the importance of being well positioned on search engines if they want to make the most of the main date for national e-commerce. "It is important that websites already launch landing pages related to these products that we highlight with terms such as 'Black Friday heat', 'soon on Black Friday' or 'Black Friday is coming' and other variations. This increases the chances of the page being very well ranked at the height of the Black Friday season, which is decisive in online competition, "he explains. He points out that insertions of themes related to this commercial date make e-commerce considered by search engines as relevant to consumers interested in Black Friday promotions.

In 2021, Brazilian e-commerce obtained revenues on Black Friday in the order of BRL 4.2 billion (NielsenIQ|Ebit data). The date has already surpassed the sales recorded at Christmas when considering only products sold via e-commerce. "For those who work specifically in online commerce, Black Friday has already become the most important sales date of the year. It is an excellent opportunity to leverage revenue, "says Lee.