Double 11, Black Friday and Cyber Monday 2021: Trends to watch

You're probably wondering: what purchases and purchasing behavior drive the uptick in sales for the month? When we typically think of holidays like Double 11, Black Friday and Cyber Monday, it is almost automatic to link them to electronic devices.

And that is, in fact, a reality when it comes to e-commerce and aggressive discounts.

The more popular those dates become, though, the more brands want to take a piece of it. Which means there's more portfolio variety, the emergence of new local seasonal dates and, consequently, more people pulled into the annual shopping frenzy.

In 2020, for instance, Alexa was the best selling product of Amazon's Black Friday and Cyber ​​Monday in Brazil. But the sales were not exclusive to it. On the contrary, basic fashion items, books, and general consumer goods were also popular purchases.

The most popular items during Mexico's Buen Fin in 2018 were electronics, apparel, shoes, cosmetics and perfumes. Discounts based on payment methods and free shipping were among the most attractive web offers. Online purchases, by the way, represented 15% of the total sales that year.

The Mexican Association of Online Shopping (AMVO), carries out an annual report to analyze purchase intent for El Buen Fin. Here's what they've found out about edition 2020:

- 3 sources of information were consulted on average before purchase

- 36% of buyers purchased items on websites in other countries that ship to Mexico

- 47% of people bought online to avoid crowded brick-and-mortar stores

- 23% said they have planned and/or saved to buy on El Buen Fin

- Half of buyers decided to buy during El Buen Fin to anticipate holiday shopping

- 47.3% of shoppers bought exclusively online

TOP 15 CATEGORIES PURCHASED IN EL BUEN FIN 2020

The most purchased categories during El Buen Fin in 2020 were fashion, electronics and home appliances. On average, buyers bought 6 items in total.

- Fashion +45%

- Electronics +34%

- Home Appliances +27%

- Beauty & Personal Care +25%

- Games +24%

- Cell Phones +23%

- Furniture and Decoration +21%

- Consoles and Video Games -14%

- Pet items +12%

- Drinks +12%

- Food +12%

- Digital Content +12%

- Albums, Books & Magazines +10%

- Tools +9%

- Pharmacy +9%

Source: AMVO

 

The Internet Association of Mexico worked on a user study to understand the behavior of digital buyers on El Buen Fin in 2020. Here's what they've found out:

- Online shopping represented 35% of deals, a 14% increase from the previous edition

- People aged 25 to 44 accounted for 82% of all online purchases

- 68% of buyers increased online purchases due to sanitary measures

What did people buy online?

- 42% clothes, shoes, and accessories

- 31% games, consoles, and accessories

- 28% electronic devices

- 27% smartphones and accessories

- 23% grocery

- 20% furniture and appliances 

- 19% health and wellness items

- 16% toys and board games

- 14% services

- 12% music and movies

Source: Asociación de Internet en México

 

What does all this mean?

It means Latin Americans are finding it more convenient to purchase online, as long as:

- The check-out is safe from fraud

- Alternative payment methods are available

- Shipping conditions are attractive

- They can buy in local currency

- The offer of products and services is varied

- The online environment is transparent and easy to navigate

In short, people are much more likely to buy online if the merchant offers them a positive end-to-end experience.

Read also: Stay ready for Black Friday & Cyber Monday in Brazil

 

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EBANX