{"id":6566,"date":"2026-11-11T09:20:04","date_gmt":"2026-11-11T12:20:04","guid":{"rendered":"https:\/\/www.institutoqualibest.com\/blog\/?p=6566"},"modified":"2026-11-11T10:44:03","modified_gmt":"2026-11-11T13:44:03","slug":"estudo-black-friday-2026","status":"publish","type":"post","link":"https:\/\/www.institutoqualibest.com\/blog\/estudo-black-friday-2026\/","title":{"rendered":"Estudo Black Friday 2026 atrai 84% dos brasileiros conectados, mas confian\u00e7a nos pre\u00e7os ainda desafia o varejo"},"content":{"rendered":"\r\n<div class=\"wp-block-group qb-artigo is-layout-flow wp-block-group-is-layout-flow\"> <style>@import url(https:\/\/fonts.googleapis.com\/css2?family=Montserrat:wght@400;500;600;700&display=swap);.qb-artigo>p{margin:0 0 20px!important}.qb-artigo>p.linha-fina{margin:0 0 28px!important}.qb-artigo>h2{margin:40px 0 16px!important}.qb-artigo>figure.wp-block-pullquote,.qb-artigo>blockquote.wp-block-quote,.qb-artigo>figure.qb-grafico{margin:24px 0!important}.qb-artigo>figure.wp-block-pullquote{padding:16px 0!important}.qb-artigo>figure.wp-block-pullquote blockquote{margin:0!important;padding:0!important}.qb-artigo>figure.wp-block-pullquote p{margin:0!important;font-family:Montserrat,sans-serif!important;font-size:23.33px!important;line-height:28px!important;font-weight:700!important;font-style:normal!important;letter-spacing:0!important;text-transform:none!important;color:#394e5e!important}.qb-artigo>blockquote.wp-block-quote p{margin:0!important}.qb-artigo>blockquote.wp-block-quote cite{display:block;margin-top:12px}.qb-artigo #qb-form-box{margin:40px 0 0!important}<\/style> \r\n\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A Black Friday 2026 j\u00e1 faz parte do calend\u00e1rio no Brasil, sendo uma das datas mais esperadas pelos brasileiros. Neste ano, a Black Friday vai acontecer no dia 27 de novembro. Um levantamento recente do Instituto QualiBest, que mostra que 82% dos entrevistados afirmam ter comprado em edi\u00e7\u00f5es anteriores e 84% pretendem aproveitar a data em 2026. Os dados revelam um consumidor disposto a comprar, por\u00e9m mais atento \u00e0 transpar\u00eancia das promo\u00e7\u00f5es. A pesquisa foi realizada pelo Instituto QualiBest, por meio de abordagem online com participantes do Painel QualiBest. Foram entrevistadas 1.027 pessoas com 18 anos ou mais, de diferentes classes sociais e regi\u00f5es do Brasil, considerando o perfil do internauta brasileiro. A coleta de dados ocorreu entre 13 e 17 de outubro.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Apesar da forte inten\u00e7\u00e3o de consumo, a pesquisa aponta que a decis\u00e3o de compra ser\u00e1 acompanhada de cautela.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-pullquote\">\r\n<blockquote>\r\n<p>Quase 1\/3 dos participantes confiam pouco nos que pre\u00e7os anunciados sejam realmente mais baixos do que os praticados antes da promo\u00e7\u00e3o, sinal de que o consumidor deve comparar valores e avaliar com aten\u00e7\u00e3o se o desconto \u00e9, de fato, vantajoso.<\/p>\r\n<\/blockquote>\r\n<\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Para o varejo, o cen\u00e1rio refor\u00e7a a import\u00e2ncia de comunicar as condi\u00e7\u00f5es promocionais com clareza e oferecer pre\u00e7os capazes de transmitir credibilidade.<\/p>\r\n\r\n\r\n\r\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\r\n<p class=\"wp-block-paragraph\">\u201cA Black Friday se consolidou como uma das principais datas do calend\u00e1rio de consumo brasileiro, deixando de ser apenas uma oportunidade de aproveitar descontos para se tornar um momento de compras cada vez mais planejadas. Esse comportamento demonstra a maturidade do consumidor, que passou a incorporar a data ao seu planejamento financeiro e a avaliar as ofertas de maneira mais criteriosa. Para o varejo, o cen\u00e1rio refor\u00e7a a necessidade de desenvolver estrat\u00e9gias que combinem pre\u00e7os competitivos, transpar\u00eancia e credibilidade, transformando o interesse dos consumidores em oportunidades reais de vendas\u201d<\/p>\r\n<strong><cite>Marlene Treuk, Gerente de Pesquisa do Instituto QualiBest<\/cite><\/strong><\/blockquote>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Entre as categorias mais desejadas para as compras, roupas, cal\u00e7ados e acess\u00f3rios lideram as prefer\u00eancias, citados por 39% dos entrevistados que pretendem aproveitar a Black Friday. Eletrodom\u00e9sticos aparecem em seguida, com 34%, enquanto celulares ou tablets despertam o interesse de 27% dos entrevistados. O planejamento de gastos revela um consumidor atento ao or\u00e7amento, mas com diferentes n\u00edveis de disposi\u00e7\u00e3o para investir. Enquanto 32% pretendem gastar at\u00e9 R$ 500,00, outros 38% projetam desembolsos entre R$ 501,00 e R$ 2 mil e 18% estimam gastar mais que R$ 2 mil. Esse cen\u00e1rio evidencia a relev\u00e2ncia de ofertas diversas e acess\u00edveis para diferentes p\u00fablicos e de uma comunica\u00e7\u00e3o objetiva sobre pre\u00e7os e condi\u00e7\u00f5es de pagamento.<\/p>\r\n\r\n\r\n\r\n<figure class=\"qb-grafico\" style=\"margin: 24px 0; padding: 24px; box-sizing: border-box; width: 100%; max-width: 100%; overflow: hidden; border: 1px solid #dde1e6; background-color: #ffffff;\">\r\n<p style=\"margin: 0 0 6px 0; font-size: 18px; line-height: 1.3; font-weight: 800; color: #2c3642; text-align: left; font-style: normal;\">Principais itens que pretendem comprar na Black Friday (%)<\/p>\r\n<table style=\"width: 100%; border: 0; border-collapse: collapse; margin: 0; background-color: #ffffff;\" role=\"presentation\">\r\n<tbody>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f; font-weight: bold;\" colspan=\"2\">Roupas, cal\u00e7ados ou acess\u00f3rios<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 97.5%; height: 24px; margin: 0; padding: 0; background-color: #ffc800;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">39%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f; font-weight: bold;\" colspan=\"2\">Eletrodom\u00e9sticos (TV, geladeira, fog\u00e3o etc.)<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 85.0%; height: 24px; margin: 0; padding: 0; background-color: #ffc800;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">34%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f; font-weight: bold;\" colspan=\"2\">Celulares, tablets ou acess\u00f3rios<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 67.5%; height: 24px; margin: 0; padding: 0; background-color: #ffc800;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">27%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Higiene pessoal, beleza ou perfumaria<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 65.0%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">26%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Itens para a casa, m\u00f3veis ou decora\u00e7\u00e3o<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 57.5%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">23%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Alimentos ou bebidas<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 37.5%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">15%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Computadores, notebooks ou acess\u00f3rios<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 37.5%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">15%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Livros ou artigos de papelaria<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 27.5%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">11%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Viagens, hospedagem ou experi\u00eancias<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 22.5%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">9%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Jogos, videogames ou acess\u00f3rios<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 22.5%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">9%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Brinquedos ou produtos infantis<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 20.0%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">8%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Produtos de sa\u00fade<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 15.0%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">6%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Artigos esportivos<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 12.5%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">5%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Produtos automotivos<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 10.0%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">4%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Servi\u00e7os ou assinaturas<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 10.0%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">4%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Outro<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 5.0%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">2%<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 10px 0 4px 0; font-size: 15px; line-height: 1.3; color: #42505f;\" colspan=\"2\">Ainda n\u00e3o sei<\/td>\r\n<\/tr>\r\n<tr style=\"background-color: #ffffff; border: 0;\">\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0; width: 90%;\">\r\n<div style=\"background-color: #eef0f2; height: 24px; margin: 0; padding: 0;\">\r\n<div style=\"width: 17.5%; height: 24px; margin: 0; padding: 0; background-color: #8a96a3;\">\u00a0<\/div>\r\n<\/div>\r\n<\/td>\r\n<td style=\"border: 0; margin: 0; background-color: #ffffff; padding: 0 0 0 10px; width: 10%; font-size: 15px; font-weight: 800; color: #2c3642; text-align: left; vertical-align: middle;\">7%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p style=\"margin: 16px 0 0 0; font-size: 13px; line-height: 1.45; color: #42505f; text-align: left; font-style: normal;\">Base: 862 entrevistados que pretendem comprar na Black Friday. Resposta m\u00faltipla (at\u00e9 3 itens).<\/p>\r\n<\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Entre os canais de compra, a prefer\u00eancia pelo ambiente digital tamb\u00e9m se destaca.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-pullquote\">\r\n<blockquote>\r\n<p>Seis em cada dez respondentes pretendem realizar as compras em Marketplaces, seguido por 38% que optam pelas lojas f\u00edsicas, 35% via sites e aplicativos da pr\u00f3pria marca do produto e 33% em sites e apps de varejistas.<\/p>\r\n<\/blockquote>\r\n<\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Al\u00e9m da conveni\u00eancia, o canal online facilita a compara\u00e7\u00e3o entre ofertas e amplia o acesso a diferentes marcas e produtos, fatores especialmente relevantes em uma data marcada por grande volume de promo\u00e7\u00f5es.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Black friday 2026 antecipa compras de Natal<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A Black Friday tamb\u00e9m deve funcionar como uma oportunidade para antecipar as compras de fim de ano. Segundo o levantamento, entre os shoppers que t\u00eam inten\u00e7\u00e3o de realizar compras na Black Friday e que declaram que v\u00e3o realizar compras de Natal (76% do total da amostra), 32% pretendem comprar esses presentes de Natal durante a campanha, enquanto 51% ainda consideram essa possibilidade.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Entre aqueles que pretendem aproveitar a ocasi\u00e3o para se planejar com anteced\u00eancia, 36% acreditam que gastar\u00e3o menos em dezembro por anteciparem as compras. Os resultados mostram que a data ultrapassa o consumo imediato e passa a ocupar um papel estrat\u00e9gico no or\u00e7amento das fam\u00edlias.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Live commerce ganha espa\u00e7o nas decis\u00f5es de compra<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As transmiss\u00f5es ao vivo voltadas \u00e0 venda de produtos tamb\u00e9m aparecem como uma frente promissora para marcas e varejistas. Conhecido como <em>live commerce<\/em>, o formato re\u00fane apresenta\u00e7\u00e3o de produtos, demonstra\u00e7\u00f5es, intera\u00e7\u00e3o em tempo real e possibilidade de compra durante ou depois de uma transmiss\u00e3o realizada por uma marca ou loja.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A din\u00e2mica aproxima empresas e consumidores e permite esclarecer d\u00favidas e apresentar ofertas de maneira mais chamativa.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-pullquote\">\r\n<blockquote>\r\n<p>Segundo o QualiBest, 22% dos entrevistados j\u00e1 fizeram alguma compra por esse modelo, ap\u00f3s assistirem uma Live.<\/p>\r\n<\/blockquote>\r\n<\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">J\u00e1 para a Black Friday de 2026 outros 49% avaliam que h\u00e1 muita ou uma boa chance de assistir uma Live para conhecer produtos e 47% afirmam que podem adquirir um produto durante ou depois de uma live.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Entre os est\u00edmulos que mais motivam a comprar em uma Live est\u00e3o descontos realmente vantajosos (46%) e frete gr\u00e1tis (41%). O apelo promocional, portanto, continua sendo determinante, mas pode ganhar for\u00e7a quando combinado \u00e0 experi\u00eancia interativa e \u00e0 apresenta\u00e7\u00e3o detalhada dos produtos.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">O Impacto da IA nas compras da Black Friday<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A pesquisa ainda explorou os impactos das intelig\u00eancias artificiais na Black Friday e descobriu que 25% dos entrevistados usam IA com frequ\u00eancia para pesquisar marcas, produtos ou ajudar em recomenda\u00e7\u00f5es de compra, outros 25% usam \u00e0s vezes, e apenas 15% declara usar raramente para esse fim.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Quando questionados sobre a confian\u00e7a da informa\u00e7\u00e3o, 12% declaram que confiam nas recomenda\u00e7\u00f5es como fonte definitiva para tomada de decis\u00e3o, enquanto 48% dizem que consideram a IA, mas buscam informa\u00e7\u00e3o em outras fontes, 30% consideram apenas para ter ideias de compras e 10% n\u00e3o confiam nas recomenda\u00e7\u00f5es. Isso mostra que a IA j\u00e1 est\u00e1 incorporada na jornada de compra e colabora com a decis\u00e3o, mas n\u00e3o ocupa um papel central, dividindo espa\u00e7o com as outras fontes de informa\u00e7\u00e3o que o consumidor tem acesso.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Marcas mais lembradas na Black Friday 2026<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A Amazon \u00e9 a marca mais lembrada espontaneamente pelos consumidores quando o assunto \u00e9 Black Friday, segundo pesquisa do QualiBest.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Na sequ\u00eancia, aparecem <a href=\"https:\/\/www.samsung.com\/br\/\" target=\"_blank\" rel=\"noopener\">Samsung<\/a> e <a href=\"http:\/\/mercadolivre.com.br\" target=\"_blank\" rel=\"noopener\">Mercado Livre<\/a>. Tamb\u00e9m foram citadas marcas como <a href=\"https:\/\/www.magazineluiza.com.br\/\" target=\"_blank\" rel=\"noopener\">Magazine Luiza<\/a>, <a href=\"https:\/\/www.americanas.com.br\/\" target=\"_blank\" rel=\"noopener\">Americanas<\/a>, <a href=\"https:\/\/shopee.com.br\/\" target=\"_blank\" rel=\"noopener\">Shopee<\/a>, <a href=\"https:\/\/www.casasbahia.com.br\/\" target=\"_blank\" rel=\"noopener\">Casas Bahia<\/a> e <a href=\"https:\/\/loja.electrolux.com.br\/\" target=\"_blank\" rel=\"noopener\">Electrolux<\/a>.<\/p>\r\n\r\n\r\n\r\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\r\n<p class=\"wp-block-paragraph\">\u201cO resultado mostra a forte associa\u00e7\u00e3o da data com grandes varejistas e marketplaces, que concentram a aten\u00e7\u00e3o dos consumidores na busca por ofertas. Ao mesmo tempo, a presen\u00e7a de Samsung e Electrolux entre as marcas lembradas indica que fabricantes de produtos espec\u00edficos, especialmente de eletr\u00f4nicos e eletrodom\u00e9sticos, tamb\u00e9m conquistam espa\u00e7o nessa ocasi\u00e3o. Esse destaque sugere que, al\u00e9m dos canais de venda, categorias de alto valor e interesse para o consumidor t\u00eam papel importante na constru\u00e7\u00e3o da lembran\u00e7a da Black Friday\u201d<\/p>\r\n<strong><cite>Marlene Treuk, Gerente de Pesquisa do Instituto QualiBest<\/cite><\/strong><\/blockquote>\r\n\r\n\r\n\r\n<div id=\"qb-form-box\" style=\"background: rgba(128,128,128,.10); border-radius: 4px; padding: 32px 30px 28px; margin: 40px 0; box-sizing: border-box; font-family: Montserrat,sans-serif; color: #3f4a5a; scroll-margin-top: 100px;\">\r\n<div id=\"qb-intro\">\r\n<h3 style=\"font-size: 24px; font-weight: 600; line-height: 1.3; margin: 0 0 10px; color: #3f4a5a;\">Preencha o formul\u00e1rio para acessar a pesquisa:<\/h3>\r\n<p style=\"font-size: 14px; line-height: 1.7; margin: 0 0 24px; color: #5a6474;\">Voc\u00ea receber\u00e1 o acesso ao estudo completo logo ap\u00f3s o envio.<\/p>\r\n<\/div>\r\n<div id=\"form-qualibest\">\u00a0<\/div>\r\n<\/div>\r\n<div id=\"qb-obrigado\" style=\"display: none;\">\r\n<div style=\"font-family: Montserrat,sans-serif; color: #3f4a5a;\">\r\n<p style=\"font-size: 24px; font-weight: 600; line-height: 1.3; margin: 0 0 10px;\">Obrigado! 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