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Many consumers in Brazil planned to ignore Black Friday sales this year, often because they were not sure the deals would be any good. But there’s little doubt the shopping holiday is taking off in Latin America’s largest market.
E-bit Informação reported that Black Friday retail ecommerce sales were up 38% this year in Brazil, and sales on Cyber Monday rose even faster, by 56%.
The number of orders was also up by double-digit rates for each day, but with sales growing faster than orders, the average order value was up significantly.
Home appliances accounted for more sales than any other category, on both Black Friday and Cyber Monday, at 17.2% and 13.0% of the total, respectively. On Black Friday, the No. 2 category was phones and mobile phones, while fashion and accessories came in second on Cyber Monday.
E-bit reported an even split by gender for digital buyers who made purchases on Black Friday, and a significant concentration of buyers in the southeast part of Brazil—where Rio de Janeiro is located—at 71% of the total.
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