“It would be wrong to think that the Ecuadorian consumer is not connected,” says Jheovany Mejía, executive director of the market research company Eureknow, who points out that 95% of consumers have contact with digital platforms and this is taken advantage of by commercial firms and entrepreneurs who this November 25 (Black Friday) expect to have an increase in sales supported by discounts of 30%, 50% and up to 80%, two-for-one products, interest-free credit purchases, among other promotions.
A market study carried out between November 1 and 3, 2022 with a sample of 400 cases from Quito and Guayaquil affirms that half of those who aspire to shop this Black Friday will use digital technologies.
And it not only has to do with the violence that has been experienced in Ecuador in recent months or with the fact that two years ago the COVID-19 pandemic strengthened online sales, but with a cultural issue, with the fact that people leave adapting to these mechanisms that give greater comfort and save time.
Black Friday can be an opportunity or in the end a nightmare, find out how to take advantage of this date without compromising personal or family finances
In addition, suppliers are generating trust both for payments and for the delivery of the products they offer. Last year more than 70% considered doing their shopping in person, this year it is 50%. With this, warns Mejía, the enjoyment of the purchase is limited because the Ecuadorian likes to go to the stores, try on clothes, review electrical appliances and others.
One month before Black Friday, businesses prepare their offers and some anticipate them on their digital channels
The study prepared by Eureknow notes that 93% of those interviewed say that due to insecurity you cannot walk calmly on the streets and regarding the commercial issue, 54% are willing to invest between 100 and 300 dollars this Black Friday, beyond that only 44% believe that the offers are real.
Mejía adds that among the 11% who consider a budget of up to $500 are those who will spend more if the offer convinces them. 24% will not spend more than $100 on the last Friday of this month and the remaining percentage does plan to make purchases of more than $500.
The products that lead preferences, according to Mejía, will be clothing, footwear, cell phones, laptops, and household appliances.(I)
Source: Eluniverso
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