Pernambucanos pretendem comprar na Black Friday 2020
Com atrativos de grandes descontos, a quinta data mais importante para o varejo, a Black Friday, este ano está sendo aguardada pelos pernambucanos. É o que aponta uma pesquisa inédita da Fecomércio-PE, realizada através do Instituto Oscar Amorim de Desenvolvimento Econômico e Social (Instituto Fecomércio-PE) e em parceria com o Sebrae/PE. A sondagem, realizada entre os dias 18 e 19 de novembro, com 918 entrevistados, apontou que 49,7% dos consumidores no estado pretendem comprar na Black Friday em 2020.
O economista da Fecomércio-PE, Rafael Ramos, explica o bom momento do comércio de Pernambuco neste final de ano e como a pesquisa pode ajudar no desempenho do setor para a Black Friday. “O comércio do estado consegue crescer e vive um movimento de retomada bem mais forte do que o que se projetava até abril de 2020. Então, o levantamento é uma maneira de informar aos empresários e gestores do varejo acerca da disposição dos consumidores pernambucanos em comemorar o evento. A classe empresarial, assim, pode tomar decisões estratégicas nas ações das vendas”, comenta.
Com quase metade dos pernambucanos dispostos a comprar, o cenário é positivo para o comércio, em comparação aos meses anteriores, e com possibilidades de reversão de uma queda do Varejo em 2020. “Apesar de não representar maioria percentualmente, o número pode ser considerado elevado, visto que o resultado já mostra uma recuperação da intenção do consumo das famílias diante da data comemorativa anterior, que foi a do Dia das Crianças, quando a intenção atingiu a marca de 38,5%”, ressalta Rafael.
Segundo a pesquisa, os fatores que restringem parte das intenções dos pernambucanos são as dúvidas dos consumidores a respeito da credibilidade da data, devido principalmente à maquiagem de preços ocorrido nos primeiros anos, e a sua forte ligação ao e-commerce, pois ainda existe uma parcela da população que não aderiu ao canal de compras.
Entre os que pretendem comemorar a data, a maioria é do sexo masculino (55,0%) e com idade entre 18 e 29 anos (54,4%). Quanto mais se avança na faixa etária, menos é a adesão da população em comprar no período da Black Friday, com os mais velhos (maior que 60 anos) atingindo 37,8% de intenção em comprar.
Refletindo uma das características da data, o principal meio de consumo apontado foi o comércio eletrônico, com 53,5%. Os demais canais também apresentaram percentual significativo de participação, com o comércio de rua e o de shopping alcançando 27,4% e 18,9%, respectivamente. “Esses números apontam que o período pode ser positivo para praticamente todos os canais de vendas no estado, o que possibilita também desdobramento positivo na geração de empregos temporários”, afirma o economista da Fecomércio-PE.
Os itens mais buscados foram as roupas e os sapatos, com 18,4%, seguidos pelos equipamentos eletrônicos, celulares, tablets e utensílios domésticos. “A pesquisa traz um alento para o difícil cenário vivido pelo segmento dos calçados em 2020. O desempenho das vendas atualmente se encontra bastante negativo e sem apresentar um movimento de recuperação mesmo após a abertura dos estabelecimentos e do menor percentual de isolamento das famílias. A busca pode dar a oportunidade para que os estabelecimentos ligados a esta atividade tenham a oportunidade de trazer os estoques a níveis menos críticos, reduzindo assim o custo elevado de não vender e de estocar”, aponta Rafael.
O tipo de pagamento mais indicado foi o cartão de crédito, refletindo a redução dos auxílios emergenciais disponibilizados pelo Governo Federal, com as famílias dispondo de um orçamento mais apertado e impossibilitando o consumo à vista. A maioria dos consumidores pretendem gastar até R$ 150,00.
Concluindo o levantamento, dos que informaram que não vão comemorar, os dois principais motivos foram: estão sem dinheiro ou com pouco dinheiro e consideram que os preços estão elevados, atingindo 32,5% e 20,9%, respectivamente. O isolamento social, um dos motivos mais apontados nas últimas pesquisas para a não comemoração de períodos especiais, foi percentualmente o menos apontado, alcançando 9,2% das respostas.
Fonte: Dupla Comunicação
Foto: Divulgação
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