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Throughout the month of November, e-commerce retailers worked tirelessly to offer the best discounts and ensure that Black Friday 2019 went off without a hitch. Now that it’s over, it’s time to stop, take a breath, and take a good look at everything that worked at this year’s event.

Black Friday 2019 numbers
To help with this analysis, we selected the main data released on the date, from the number of sales to the main consumer complaints.

Here we have put together a study thailand data out by Social Miner, data released by Procon and also information from the Post Office. All to outline a general overview of Black Friday 2019.

Black Friday 2019 : the numbers behind the biggest e-commerce sale
Starting with the survey carried out by Social Miner in partnership with Compre & Confie, Anymarket, Vindi and Octadesk, which together analyzed a database with more than 40 million registrations between consumers and retailers.

To better understand consumer behavior, the report provided data for the entire month of November, showing the evolution of visits and sales throughout the period and the peak access times.

Visits
Throughout November, visits remained stable, and this continued until the eve of Black Friday, with the peak in visits occurring between the early hours of Thursday (2 and Friday (29).


This year, women were the majority of traffic during Black Friday with 53.6% of visits compared to 46.4% for men.

The main categories visited by this audience during the month of November were:

Beauty (26.5%)
Electronics and IT (23.6%)
Fashion and accessories (23.3%)
Multi-category (12.8%)
These visits were reflected in sales, with the same categories appearing among the best-selling, as we will see below.

Sales
According to the report, e-commerce revenue in November was R$11.95 billion, a growth of 32.8% compared to the same period in 2018. Furthermore, November was responsible for 28.29% of sales made in the second half of the year.


Despite the increase in sales, the average ticket did not vary greatly compared to 2018, increasing by just 2.6% and closing at R$467.3.

The category that registered the largest number of orders during Black Friday 2019 was Beauty, with a 40.9% share.


Another interesting piece of information to be analyzed is about the devices used to make purchases. Despite the growth in access via mobile devices, the majority of consumers preferred to complete their purchases using a computer.
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