RIO DE JANEIRO, BRAZIL – Black Friday week sales this year were 30% higher than in 2019. According to a Nielsen survey, e-commerce invoiced R$6 billion between November 19th and 27th. The period includes both the “Esquenta Black Friday” (Black Friday Warm-up) as well as the official date of the event, last Friday, November 27th.
Although retailers had gambled on diluting the main promotions throughout the “warm up”, turnover is still centered on the main day. November 27th accounted for 53% of sales, against 51% last year.
Julia Avila, Ebit|Nielsen leader, says that the extended promotions period . . .
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