Picture this: a sunny suburb in Brazil, where WhatsApp groups buzz with Black Friday discount codes, heated debates over the best electronics deals, and recommendations for must-have perfumes. This isn’t a futuristic scenario—it’s the reality of how consumers in Brazil’s suburban areas are shopping today.
A recent survey by OutdoorSocial reveals that WhatsApp has surpassed traditional search engines as the primary tool for finding Black Friday promotions among suburban Brazilian consumers, with 53% relying on the messaging app. In contrast, only 38% turn to search engines. The data highlights how social platforms’ immediacy, interactivity, and community-driven nature hold stronger appeal for specific demographics.
The WhatsApp Shopping Boom: Who’s Driving It?
The survey identifies key trends among Brazil’s deal-seeking shoppers:
- 88% of respondents expressed interest in promotions, with 59% planning purchases during this year’s Black Friday.
- Women ( 56% ) and young adults aged 25–35 ( 35% ) showed the highest purchase intent, underscoring their role as key drivers of sales.
Hybrid Shopping Takes Center Stage
Brazilian consumers are blending digital and in-store experiences: 60% reported using both channels for Black Friday purchases. This trend signals that retailers must bridge online and offline strategies to meet evolving expectations.
Top Products and Purchase Triggers
Electronics, footwear, and portable devices ranked as the most sought-after categories, with the approaching World Cup likely boosting demand for tech products. For female shoppers, fragrances, cosmetics, and home goods like bedding held greater appeal.
Price remains decisive: products with steep discounts (50% or more) and low absolute pricing garnered the most attention. Free shipping and fast delivery also emerged as critical factors in purchase decisions.
A Warning for Retailers
The survey revealed a significant hurdle: 69% of respondents abandoned online purchases due to insufficient product information. Retailers must prioritize detailed descriptions and transparency to convert browsing into sales.