Black Friday 2024: learn how to strategically position your brand with Branddi!

Black Friday is one of the biggest dates in international commerce, after all, the day drives and boosts sales, clears inventories, and attracts new customers.
That’s why it’s natural for companies to focus their marketing strategies on this day, waiting for the moment to meet their annual goals. However, what is the real impact of Black Friday, what are its benefits for businesses, and how can you boost your results during this period without fear of fraud and violations?
Understand everything about this topic with Branddi!

What is Black Friday and How Did It Start?

Although it has become very popular today, Black Friday has roots that go back many years, as the day has a direct connection with Thanksgiving Day.
But that’s not all: Black Friday also kicks off the year-end shopping season, serving as an “introduction” to Christmas, as it usually takes place in the last week of November.
Currently, however, the date has expanded to cover the entire month of November, becoming synonymous with deals for consumers and increased sales for merchants. And this is true not only in the United States but worldwide.
Proof of this is that, in 2019 alone, Brazilian retailers earned R$ 3.2 billion.

What is the Importance of Black Friday for Brands?

As mentioned above, Black Friday has become one of the most important dates for Brazilian commerce. And it’s not just because of increased profitability; the date is capable of clearing stock, attracting new consumers, increasing the average purchase ticket, and strengthening sales.
Moreover, attractive deals can also build customer loyalty, ensuring they become repeat buyers throughout the year.
However, the date is not only awaited by retailers: it is also expected by all consumers who save throughout the year to make purchases with the opportunities and conveniences available during this period.

Black Friday 2024: What to Expect?

This year’s Black Friday, which will happen on November 29, already promises a lot for Brazilian retailers. Evidence of this is seen in market research with positive insights about the date:

• According to the survey “Purchase Behavior and Trends for Black Friday 2024” conducted by Opinion Box in partnership with Dito, Brazilian consumers’ purchase intent for this year rose by 43%;
• According to Neotrust Confi, this year’s Black Friday is expected to generate revenue of R$ 9.3 billion, especially in sectors like appliances, accessories, fashion, travel, air conditioning, perfumery, and beauty. These results represent a 9.1% increase compared to 2023 data;
• According to the Opinion Box survey in partnership with Wake, two out of three consumers plan to take advantage of Black Friday 2024 offers, with 66.4% stating they usually save money specifically for this date;

In other words, expectations already indicate that Black Friday 2024 will be more attractive for commerce than 2023. However, this doesn’t mean that only positive aspects are involved with the date.
After all, Black Friday is also an opportunity for fraudsters and brand violators, who see the date as a facilitator to use elements of respected brands, deceive unsuspecting consumers, and profit from unfair actions.
Check below the most common scams during this date!

Fake Links

Also known as “pharming,” the fake link scam is one of fraudsters’ favorites because it exploits the consumer’s desire to buy an irresistible, non-existent deal.
These scammers can clone websites, visual identities, and even genuine ads from trusted companies.
This not only harms the consumer, who loses money on a product or service of inferior or non-existent quality but also the brand, which loses public trust and organic conversions.

Fake Profiles on Social Media

Another common scam during Black Friday is creating fake profiles of well-known and respected stores on social networks. Fraudsters don’t just copy official pages but also simulate testimonials and existing offers.
Usually, these channels are recently created, with few comments or prices well below the market average. Still, they manage to deceive a significant number of consumers and hurt brand revenues during dates like Black Friday.

PIX or Boleto Fraud

Often, the consumer, excited about a new purchase, is so eager to complete it that they don’t carefully check the payment details. This innocent oversight can become a major problem, as fraudsters may alter barcode data to redirect payments to other accounts.
In this case, neither consumers receive what they bought, nor do legitimate brands get paid for the conversion.

Brand Violations and Piracy

Piracy is a constant problem faced by Brazilian brands. Evidence of this is the exorbitant amount this illicit market seizes from the Brazilian economy: more than R$ 450 billion.
During Black Friday, caution with these violations is even more necessary, as malicious individuals take advantage of the heated market to promote counterfeit products.
This not only leads to customer dissatisfaction but also dilutes the brand, which begins to be seen negatively by the public.

How to Protect Your Brand and Results During Black Friday 2024?

Data released by Confi.Neotrust and ClearSale in 2023 show that just during the first two hours of Black Friday, more than seven thousand fraud attempts were recorded.
In 2024, the number shows no sign of decreasing, especially considering the growing use of deepfakes and AI in frauds.
But how to keep your brand protected against these threats and still ensure great results for your Black Friday campaigns? The answer is simple: with in-depth monitoring, like Branddi’s!
Having a specialized digital protection partner is the best choice to identify, locate, and eliminate threats such as fraud and brand violations before they become problems. That is, before they dilute your market presence and steal your credibility and results.
And it is exactly in these cases that Branddi acts, combining artificial intelligence, cutting-edge technology, and human expertise to ensure the success of your Black Friday.
Don’t risk your results and sales this year: count on Branddi and shield your brand’s Black Friday!