Author: eCommerce Brasil
That is an 17% increase on 2015’s sales, as per final totals reported by market research firm Ebit on Saturday afternoon (26 November). The total number of orders increased by 5% to 2.23 million, while the average order value was R $ 653 (approx. USD $192), 13% higher than in 2015.
The study takes into account purchases made between 00:00 and 23:59 on Friday 25 November 2016, in approximately 22,000 stores registered in their system. Therefore, $559m USD is a conservative figure that could be far greater with the inclusion of unregistered retailers.
Additionally, if you were to include to the last four hours of Thursday 24, when a lot of the larger online retailers started their promotions, that figure would jump to R $2.06bn (approx. USD $606m), in line with Ebit's prediction for total Black Friday sales in 2016.
"Retailers had prepared themselves in advance and anticipated demand from consumers, to provide many discounts on items from the most sought-after categories (such as appliances and mobile phones). This gave sales figures a headstart on Thursday evening. However consumer demand was sustained until the early hours of Friday, particularly between midnight and 1am when there was a spike in sales," explained Pedro Guasti, CEO of Ebit.
According to Guasti, Black Friday has cemented itself in the Brazilian eCommerce calendar, attracting even more customers to shop online. "As a direct consequence of Black Friday, the growth in the number of active online shoppers in Brazil has risen by 17% to 1.955 million. 281,264 of these are new users who made their first online purchase."
The increase in the average order value is largely due to the inclusion by retailers of bigger ticket items, but it might also signal a change in consumer behaviour. "The economic crisis ended up helping to attract new customers who would have previously only bought higher value products from bricks and mortar shops," Guasti said.
The phenomenal performance of Black Friday should also be reflected in the sales of the whole weekend and ‘Cyber Monday’. Guasti adds: "The trend is that retailers who still have stock will prolong their promotions, offering similar discounts to the Thursday pre-sale and Black Friday.”
Here are the five most popular categories for Black Friday 2016, ranked by order volume:
And now, according to total order value:
This article has been interpreted from the original Portuguese version here