{"id":17952,"date":"2024-01-08T16:42:02","date_gmt":"2024-01-08T16:42:02","guid":{"rendered":"https:\/\/www.criteo.com\/br\/?p=17952"},"modified":"2024-09-10T19:54:37","modified_gmt":"2024-09-10T19:54:37","slug":"black-friday-2023","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/black-friday-2023\/","title":{"rendered":"Black Friday 2023: 5 tend\u00eancias que moldaram o Cyber Weekend"},"content":{"rendered":"

Descubra as cinco principais tend\u00eancias do Cyber Weekend deste ano para acompanhar como os consumidores est\u00e3o comprando nesta temporada de festas.<\/p>\n

Terminado o frenesi da Black Friday e da Cyber Monday, examinamos a base de commerce data exclusiva da Criteo, que inclui 18.000 players de e-commerces em mais de 100 pa\u00edses, para avaliar como os consumidores est\u00e3o comprando neste fim de ano.<\/p>\n

Confira a cinco principais tend\u00eancias que moldaram o Cyber Weekend de 2023.<\/p>\n

1. Os consumidores aumentaram suas compras durante as semanas anteriores \u00e0 Black Friday.<\/h2>\n

Durante as tr\u00eas primeiras semanas de novembro, as transa\u00e7\u00f5es do varejo online subiram +7% globalmente, com aumento cont\u00ednuo em setembro (+3,1%) e outubro (+5%).<\/p>\n

Os varejistas na \u00c1sia-Pac\u00edfico (APAC) observaram o maior aumento entre todas as regi\u00f5es. As transa\u00e7\u00f5es online subiram +15% durante as tr\u00eas semanas anteriores \u00e0 Black Friday. Em particular, as transa\u00e7\u00f5es aumentaram +7% na Coreia do Sul e +4% no Jap\u00e3o.<\/p>\n

Os varejistas da EMEA observaram um aumento de +7%. As transa\u00e7\u00f5es online aumentaram +11% no Reino Unido, +8% na Alemanha e +6% na Fran\u00e7a.<\/p>\n

Nas Am\u00e9ricas, os varejistas observaram compras modestas antes do evento. As transa\u00e7\u00f5es online aumentaram apenas +2%, indicando que os consumidores estavam aguardando pela Black Friday mais do que nos \u00faltimos anos. No entanto, o Brasil ultrapassou os n\u00edveis da regi\u00e3o e as transa\u00e7\u00f5es online aumentaram +11% durante as tr\u00eas semanas anteriores \u00e0 Black Friday.<\/p>\n

\"\"<\/p>\n

2. As compras da Black Friday alcan\u00e7aram um novo patamar.<\/h2>\n

As transa\u00e7\u00f5es online decolaram +12,3% em todo o mundo durante a Black Friday.<\/p>\n

As vendas foram particularmente fortes na APAC neste ano: as transa\u00e7\u00f5es online na regi\u00e3o subiram +25,5% e o tr\u00e1fego +13,6%. No Jap\u00e3o, em particular, as transa\u00e7\u00f5es online aumentaram +16%, indicando que o evento global est\u00e1 ficando cada vez mais popular no pa\u00eds.<\/p>\n

Nas Am\u00e9ricas, as compras da Black Friday continuam a aumentar: as vendas ano a ano subiram +5%. As transa\u00e7\u00f5es e o tr\u00e1fego online tamb\u00e9m aumentaram: +9,8% e 11,7%, respectivamente.<\/p>\n

Na Europa, os varejistas observaram um crescimento significativo, de +12% ano a ano. Nessa regi\u00e3o, as transa\u00e7\u00f5es online aumentaram +6,4% e o tr\u00e1fego 7,5%.<\/p>\n

3. As vendas da Black Friday nos EUA dispararam em todas as verticais.<\/h2>\n

Todas as principais verticais experimentaram um aumento anual nas transa\u00e7\u00f5es online durante a Black Friday deste ano nos EUA.<\/p>\n

Moda e lojas de departamento registraram um crescimento particularmente forte: as transa\u00e7\u00f5es online aumentaram +12% YoY. As transa\u00e7\u00f5es de brinquedos seguiram logo atr\u00e1s, com crescimento YoY de +11%.<\/p>\n

As transa\u00e7\u00f5es aumentaram ano ap\u00f3s ano: +6% para artigos esportivos e +3% para artigos para o lar.<\/p>\n

\"\"<\/p>\n

4. Crescimento do total de vendas no Cyber Weekend ano a ano.<\/h2>\n

Em todas as regi\u00f5es, os varejistas observaram que suas vendas online ultrapassaram os n\u00fameros do Cyber Weekend do ano passado. As vendas aumentaram YoY na APAC em +18%, na EMEA em +5% e nos EUA em +3%.<\/p>\n

O tr\u00e1fego online tamb\u00e9m aumentou em rela\u00e7\u00e3o ao ano anterior durante este Cyber Weekend na APAC (+10%), EMEA (+7%) e nos EUA (+9%).<\/p>\n

Embora a receita tenha aumentado YoY tanto na APAC (+12%) como na EMEA (+7%), os varejistas nos EUA observaram receitas est\u00e1veis que permaneceram iguais aos n\u00fameros do ano passado.<\/p>\n

\"\"<\/p>\n

5. O caminho m\u00e9dio geral at\u00e9 a compra foi superior a 2,5 semanas.<\/h2>\n

Em m\u00e9dia, os novos consumidores de um varejista nos EUA levaram 18,3 dias desde a primeira visita \u00e0 p\u00e1gina de descri\u00e7\u00e3o do produto at\u00e9 a transa\u00e7\u00e3o finalizada entre a Black Friday e a Cyber \u200b\u200bMonday.<\/p>\n

No entanto, os 25% dos consumidores do fim de semana da Black Friday com o caminho mais r\u00e1pido at\u00e9 a compra levaram, em m\u00e9dia, apenas tr\u00eas horas para finalizar uma compra. Enquanto isso, os 25% com o caminho mais longo at\u00e9 a compra demoraram, em m\u00e9dia, 45 dias para finalizar uma compra.<\/p>\n

\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Descubra as cinco principais tend\u00eancias do Cyber Weekend deste ano para acompanhar como os consumidores est\u00e3o comprando nesta temporada de festas. Terminado o frenesi da Black Friday e da Cyber Monday, examinamos a base de commerce data exclusiva da Criteo, que inclui 18.000 players de e-commerces em mais de 100 pa\u00edses, para avaliar como os […]<\/p>\n","protected":false},"author":169,"featured_media":17961,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[117],"coauthors":[623],"class_list":{"0":"post-17952","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-trends-insights","8":"criteo-business-agency","9":"criteo-business-enterprise","10":"criteo-business-small-and-medium","11":"criteo-business-retail-media","12":"criteo-topic-holiday-festive-season","13":"criteo-topic-black-friday"},"acf":{"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":"","use_custom_cta":false},"yoast_head":"\nBlack Friday 2023: 5 tend\u00eancias que moldaram o Cyber Weekend | BR - 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