Amazon, Mercado Livre or Shopee?Search reveals which retailer attracts more consumers for Black Friday

Every year, Black Friday moves the market and consumer interest even before the official date of promotions, which happens on the 28th. In social networks, the subject reveals the purchase intentions of users and which products, brands and stores will be the most targeted. A survey that analyzed the expectation for the period of offers revealed that, among large retailers, Amazon leads the volume of mentions, being cited by 81% of the profiles that have impacted the topic. 

“This result mixes a significant divergence between visibility in social media and effective website traffic, because Amazon, for example, ranks third in access to the site, with approximately 200 million monthly accesses according to eCommerce Brasil” data, says Lilian Carvalho, coordinator of the Center for Studies in Digital Marketing of FGV/EAESP and responsible for the research, made in partnership with Polis Consulting, and which analyzed 124 thousand mentions of the subject and 182 million impressions, between October and November. 

In second place is the Free Market, with 6.4% of the mentions. “A A paradox”, according to Carvalho, since this marketplace is the absolute leader in website accesses, surpassing 300 million monthly accesses.Shopee appears in the third position with 4.1% of the mentions. 

“This distribution suggests significant differences in social media engagement strategies across platforms, as well as possible differences in the predisposition of users from different networks to generate content about each retailer.In addition, of course, to question the real impacts of traffic performance, a central theme for digital marketing strategies in contemporary retail”, reinforces the researcher. 

Most desired brands

Also according to the survey, the analysis of the most mentioned brands reveals significant concentration in certain players.Apple leads significantly with 32% of mentions, reflecting both the added value perceived by the brand and the price, which makes it particularly attractive during promotions.

Samsung ranks second with 16% of mentions, followed by LG (9.9%) and Xiaomi (7.8%). In the beauty segment, Boticario concentrates 8.9% of mentions and Natura 7.4%, demonstrating the strength of national brands in the context of Black Friday. 

Nike and Adidas represent 4% and 3.3% respectively, indicating interest in sports products during the event, although in a smaller proportion than leading categories.