Despite becoming a commercial holiday widely associated with retail, Black Friday is gaining strength in the service sector. Educational companies are some of those who have benefited from the date to boost sales and improve customer loyalty.
A survey by Google Brazil, from Alphabet (), shows that 8 out of 10 consumers who tried last year claim to have no flight interest, but also in closing full packages, hotels, tours, meals and more services to take advantage of Black Friday promotions. The intention of purchases involving trip, shows the survey, was 14% among the interviewees.
Tauá Resorts, a group of hotels with enterprises in five cities, for example, registered at Black Friday 2024 a revenue 85% higher than the previous year’s promotional date, says Google Brazil’s director of e-commerce, Nathalia Camargo, at an event on the promotional date. The return on investment for the period was 40%.
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Tauá’s strategy was to use the date as a gateway for consumers willing to invest in a trip to give the first step. Based on a long marketing strategy to impact possible buyers in advance, the company increased by 30% the conversion rate of its site to the period.
“The hard value. Tauá increased by 20 percentage points the recurrence of customers who visited the resort more than once a year and there was still 12% growth of the average tickets of consumers who returned,” says Camargo. “We talk about the service lever. Here Black Friday is no longer a line of arrival and that kick, it’s a starting point.”
According to Google survey, 50% of Brazilians who want to start studying say a Black Friday discount can be a stimulus for the decision; 9% has the intention of purchase related to this year. This behavior of starting a recurrence relationship, evaluates Camargo, extends to services such as courses, streaming signatures, pet care and even telephone plans.
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The survey by the technology company projects a good performance for the commercial date that has gained increasingly relevant in the commercial calendar. According to Google, 6 out of 10 Brazilians intend to buy at this year’s Black Friday, while 48% already had a purchase list ready in July.
“At the same time, 61% say promotional dates help discover products they didn’t even know they needed,” says Tech Retail Business Director on Google Brazil, Gleidys Salvanha. “This breadth of opportunity requires brands a much more surgical strategy for this moment. It is even more evident when we notice that the intention to buy is not uniform in Brazil.”
The North and South regions, for example, are above the national average with the intention of purchasing, which would show a potential for conversion to be explored. Salvanha explains that this appetite for consumption is accompanied by a ranking of different expectations between regions. In the Northeast, for example, delivery time is more decisive for consumers.
