{"id":26910,"date":"2023-11-06T14:58:55","date_gmt":"2023-11-06T17:58:55","guid":{"rendered":"https:\/\/feninjer.com.br\/?p=26910"},"modified":"2023-11-06T14:58:57","modified_gmt":"2023-11-06T17:58:57","slug":"analise-da-gfk-sobre-a-black-friday-traca-estrategias-de-vendas-para-o-varejo","status":"publish","type":"post","link":"https:\/\/feninjer.com.br\/?p=26910","title":{"rendered":"An\u00e1lise da GFK sobre a Black Friday tra\u00e7a estrat\u00e9gias de vendas para o varejo"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\"><em>Este ano, as promo\u00e7\u00f5es se estendem durante todo o m\u00eas de novembro; consumidor optar\u00e1 pela melhor op\u00e7\u00e3o e antecipa\u00e7\u00e3o das ofertas<\/em><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>Por Giuliano Gon\u00e7alves*<\/strong><\/em><\/p>\n\n\n\n<figure class=\"wp-block-image alignnone size-full wp-image-26533\"><img decoding=\"async\" src=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2023\/11\/PORTAL-FENINJER-1-1.png\" alt=\"\" class=\"wp-image-26533\"\/><figcaption class=\"wp-element-caption\">Imagem de <a href=\"https:\/\/br.freepik.com\/fotos-gratis\/vista-frontal-de-uma-mulher-surpresa-olhando-para-o-cartao-preto-de-sexta-feira_5702766.htm#query=black%20friday&amp;position=16&amp;from_view=search&amp;track=ais\">Freepik<\/a><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Em 2022, segundo a GfK, os consumidores tiveram entre os motivos de compra na Black Friday o&nbsp;advento da Copa do Mundo. Para este ano, por\u00e9m, a pesquisadora afirma que o comprador est\u00e1 mais consciente dos gastos e opta tanto pela melhor op\u00e7\u00e3o, como pelo melhor momento e antecipa\u00e7\u00e3o das ofertas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voltando ao ano anterior, as vendas do varejo no quarto trimestre representaram 29% do total do ano, sendo que o m\u00eas de novembro representou 47% deste total. Ricardo Moura, diretor de Market Intelligence da GfK, explica que para este ano, o consumidor j\u00e1 est\u00e1 se preparando para o per\u00edodo de promo\u00e7\u00e3o: <em>\u201c60% da popula\u00e7\u00e3o ainda est\u00e1 cautelosa com os gastos e muito mais inclinada a consumir itens b\u00e1sicos. Veremos uma busca de consumo mais indulgente, com itens que ele pode agregar \u00e0 sua cesta\u201d.<\/em><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Motivos para as compras na Black Friday 2023<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Segundo levantamento da GfK, os principais motivos para compras durante a Black Friday s\u00e3o:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u2013 49% substituir um produto quebrado;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u2013 18% upgrade de um produto que j\u00e1 utiliza;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u2013 15% primeira compra de um item novo;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u2013 14% produto adicional;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u2013 4% reposi\u00e7\u00e3o de um item por perda ou roubo.<\/em><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Programa\u00e7\u00e3o para as compras de Black Friday<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">A pesquisa ainda aponta que a jornada de compra desse consumidor vai al\u00e9m da sexta-feira da Black Friday. Isso porque 24% dizem que levam alguns dias at\u00e9 efetuar a compra, enquanto 21% dizem se programar por oito ou mais semanas. <em>\u201cN\u00e3o podemos ter mais uma Black Friday de um dia ou uma semana. Este ano, veremos um evento com promo\u00e7\u00f5es que se estendem durante todo o m\u00eas de novembro\u201d,<\/em> declara Moura.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Compra por indulg\u00eancia<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">A Classe C sempre foi a grande protagonista em compras na Black Friday. Por\u00e9m, com a crise econ\u00f4mica do pa\u00eds \u2014 juros altos e uma menor faixa de cr\u00e9dito para esse p\u00fablico \u2014, a incid\u00eancia de compras deste consumidor n\u00e3o foi t\u00e3o alta nos \u00faltimos dois anos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para 2023, a expectativa \u00e9 que esta classe volte a consumir no per\u00edodo promocional, mas de maneira mais indulgente, buscando itens que componham a sua cesta.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>*Giuliano Gon\u00e7alves para E-commerce Brasil<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Este ano, as promo\u00e7\u00f5es se estendem durante todo o m\u00eas de novembro; consumidor optar\u00e1 pela melhor op\u00e7\u00e3o e antecipa\u00e7\u00e3o das ofertas Por Giuliano Gon\u00e7alves* Em 2022, segundo a GfK, os consumidores tiveram entre os motivos de compra na Black Friday o&nbsp;advento da Copa do Mundo. Para este ano, por\u00e9m, a pesquisadora afirma que o comprador [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":26911,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":"","_links_to":"","_links_to_target":""},"categories":[12,6],"tags":[],"class_list":["post-26910","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-atendimento-e-vendas","category-gestao"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>An\u00e1lise da GFK sobre a Black Friday tra\u00e7a estrat\u00e9gias de vendas para o varejo - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/feninjer.com.br\/?p=26910\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"An\u00e1lise da GFK sobre a Black Friday tra\u00e7a estrat\u00e9gias de vendas para o varejo - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina\" \/>\n<meta property=\"og:description\" content=\"Este ano, as promo\u00e7\u00f5es se estendem durante todo o m\u00eas de novembro; consumidor optar\u00e1 pela melhor op\u00e7\u00e3o e antecipa\u00e7\u00e3o das ofertas Por Giuliano Gon\u00e7alves* Em 2022, segundo a GfK, os consumidores tiveram entre os motivos de compra na Black Friday o&nbsp;advento da Copa do Mundo. 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