Retailers adopt gamification to drive Black Friday engagement

Retailers are increasingly adopting gamification strategies to engage consumers during Black Friday, aiming to reduce reliance on price wars and improve customer retention. By incorporating elements such as challenges, reward systems, points, and time-limited benefits, brands seek to create interactive shopping experiences that maintain engagement throughout the customer journey.

According to research by LWSA, Brazilian consumers are planning their purchases well in advance. Approximately 50% of shoppers begin researching promotions a month before the event, and 47% set aside specific budgets for the occasion. While electronics (50%) and home appliances (44%) remain the top categories, there is a growing trend toward stocking up on frequently used items.

Data indicates that 54% of respondents plan to make purchases throughout the month of November, rather than waiting solely for Black Friday itself. This shift suggests a broader promotional period, with many consumers also considering Cyber Monday for their final purchases.