Business

Despite the success of e-commerce, Brazilian Black Friday sales fell 14.5% compared to 2019

This is what the Cielo de Varejo Ampliado Index (ICVA) shows, the index of the largest acquirer in the country that monitors 1.5 million retailers

Statue of Brazilian writer Carlos Drummond de Andrade wearing a mask, in Rio
Statue of Brazilian writer Carlos Drummond de Andrade wearing a mask, in Rio de Janeiro. Photo: Renata Xavier / Shutterstock.
Ler em português
  • The highlight in the period was the construction materials segment, with a 9.9% increase year on year, while the tourism and transport sector recorded a 50.7% retraction compared to the equivalent period of 2019;
  • In the accumulated period of Black Friday, from November 26th to 27th, also in nominal terms, total sales fell 8.6% over the period from November 28th to 29th, 2019, with physical retail falling 17.5% and e-commerce showing a 25.7% expansion.

The nominal revenue from Brazil‘s retail sales showed a 14.5% decrease on Friday of ‘Black Friday,’ compared to the equivalent period of the previous year, according to the Cielo de Varejo Ampliado Index (ICVA), which monitors 1,5 million retailers accredited to the payment company, which is the largest acquirer in the country.

According to figures released this Saturday by Cielo, such performance mainly reflected the 25.5% decline in physical retail sales, still affected by the COVID-19 pandemic, while e-commerce increased by 21.2% year on year.

RRAD ALSO: Brazilian Black Friday records BRL 4 billion in sales in two days, 25% more than in 2019

In the view of Cielo’s executive intelligence superintendent, Gabriel Mariotto, online sales growth is related to the greater familiarity of people in buying over the internet. “Since the beginning of the pandemic, with the isolation measures, people sought e-commerce to make purchases. This behavior change is reflected in the results of Black Friday, a traditionally stronger date in this channel,” said Mariotto, in a note.

READ ALSO: Live commerce is here to stay. Brazil replicates China’s merger between e-commerce and entertainment

The highlight in the period was the construction materials segment, with a 9.9% increase year on year, while the tourism and transport sector recorded a 50.7% retraction compared to the equivalent period of 2019.

In the accumulated period of Black Friday, from November 26th to 27th, also in nominal terms, total sales fell 8.6% over the period from November 28th to 29th, 2019, with physical retail falling 17.5% and e-commerce showing a 25.7% expansion.

Once again, sales of construction materials showed better performance, with an increase of 18%, while sales related to tourism and transportation showed a contraction of 46.4%.

Get the best insights about Latin America market in your inbox