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On Monday of next week the Hot Sale 2024an electronic commerce event that many Argentines wait to make purchases with discounts or in installments.
Although the official extension of this Hot Sale is, in principle, May 13 to 15it is very likely that it will then extend throughout the week, as happened in previous years.
In this context, Google shared fresh information about the related terms that grew the most in their search engine in the last week, in addition to the consumption habits that people in Argentina have.
Hot Sale 2024 in Argentina: what Google anticipates
The search engine’s report indicates that the previous research in electronic commerce It is a habit that is growing and incorporating more and more sophistication among Argentine consumers. Currently, 93% of people research before making their purchase and 24% use more than 2 channels to research. For this, they use official brand sites, search engines and social networks, in addition to product reviews and demonstrations.
So much so, that for this Hot Sale, 5 out of 10 people will anticipate their purchases more and research for longer, according to Google.
Regarding consumer trends for this edition, 20% of those surveyed plan to buy products in more than one category. The items “Technology“e”Dress“They are the ones who lead the ranking and account for 55% of the preferences. They are followed”Furniture/Deco/Remodeling/Construction” with 13%, “Food and drinks” (12.7%), “tourism and travel” (12.2%) and “Beauty and personal care” (10%).
“We detected that people are more open to try new brands: 70% are willing to buy a brand for the first time or in a new store and 57% highlight the price-quality relationship as the most valued thing when making this decision. This is without a doubt one great opportunity for retailers to be present with personalized offers,” said Evangelina Surez, commercial director of the retail industry for Google Argentina.
In this sense, among the key factors that improve the shopping experience for Argentine consumers, the following stand out: interest-free installmentsthe discounts and promotions and the free shipping. In relation to the preferred payment methods, there are those related to financing options: the most chosen are credit cards (32%), followed by digital wallets (22%).
Electronic commerce does not stop
Despite the prolonged context of economic crisis, electronic commerce has shown strong growth recently in our country: in 2023 there were more than 1.4 million of new online buyers and 6 out of 10 make at least one online purchase per month, Google details.
The Internet giant details that this trend intensifies even more during discount events such as Hot Sale, which are already installed in the minds of Argentines. According to a survey he conducted, 70% of people already know it.
Along these lines, Google reviewed the main lessons learned from the last Hot Sale. In the 2023 edition, Argentine consumers searched further in advance: a growth of more than 13% was recorded in Hot Sale searches up to 15 days before the event (compared to 2022). Also, interest increased in categories such as “Beauty” and “Small luxuries” and there was a 92% growth in searches for financing compared to the Hot Sale 2022.
“Discount events like Hot Sale are becoming more relevant for the Argentine consumer, which today spends more time researching and comparing prices and products, using multiple channels. In turn, we see that there is a greater tendency towards immediate gratification. In this particular context, brands have to be closer than ever to consumers, understand what their needs are and offer appropriate experiences,” said Evangelina Surez.
Hot Sale 2024: the products that grow the most in searches
What are Argentines going to buy in the Hot Sale? In addition to the categories noted above, Google revealed that the following products had strong growth in searches in the last week:
- “Wood stove” grew more than 29% throughout the country, mainly in Río Negro and Neuquén.
- “Hair dryer” had an increase of more than 25%, mainly in Tucumán.
- “Pilot of rain” presented a boom of more than 22%, mainly in the province of Buenos Aires and AMBA.
- “Makeup brushes”, with an increase of more than 19%.
- “Rain boots” grew more than 16%.
- “Humidifier”, with a growth of more than 14%.
- “Pochoclera” grew more than 13%, especially in Mendoza.
