BLACK FRIDAY + CHRISTMAS 2024

Great expectations for the dates – Consumption grows in all regions of Brazil.

by Leda Cavalcanti, with the collaboration of Gustavo Sumares

The proximity of the big sales season encourages retailers, industry and consumers. The hardest times are behind us. While retailers and industry are ready to increase their sales, consumers, as is traditional at this time of year, want to take advantage of the offers to renew their home appliances and electronics. The improvement in the job market, easy credit and payment conditions form a favorable basis for consumption.

The figures for the first half of the year indicate that all categories in the home appliances segment grew compared to the first six months of 2023. This is an important indicator to project that Black Friday and Christmas sales could far surpass the results obtained in the same period last year. Another point that deserves attention: 36% of consumers are willing to pay more if the product makes their lives easier. Check the product highlights on the following pages.

TVs PREMIUM

It is growing the demand for premium electronic devices, mainly televisions. Recent technologies, as the artificial intelligence, bring more resources to the appliances, attracting consumers disposed to invest in quality and innovation. Data from Eletros indicate that the brown line had a growth of 20% in sales in the first semester.

AIWA

Showcasing the AIWA 65″ Google TV 4K smart TV (AWS-TV-65-BL-01-G) and the AIWA 75″ Google TV 4K smart TV (AWS-TV-75-BL-01-G), with an ultra-slim border, of 1.4 mm. “They are the perfect solutions for those looking for something modern and of high quality. They are 4K Ultra HD and bring the best technologies on the market, Dolby Vision and Dolby Atmos. They guarantee an image closer to reality, and the spatial sound provides an immersive experience. The Google TV operating system has the main streaming services”, says Giovanni M. Cardoso, co-founder of the MK Group, owner of the Mondial and Aiwa brands.

The more than 8 million pixels on the screen and the resolution four times higher than Full HD provided by the 4K ULTRA HD accentuate contrasts and colors. A realistic screen is what the HDR10 (High Dynamic Range) technology transmits. The smart TVs have voice control and allow synchronization of the Smart Home mode. With Chrome Cast Built-In, it is possible to transmit content from your smartphone, tablet or laptop to the TV. “Our production works intensely to meet customer requests and the increase in demand on the dates. For Christmas, we will have many new products, which we presented at the Eletrolar Show, available to consumers”, says Giovanni.”

Smart TV AIWA 65” Google TV 4K (AWS-TV-65-BL-01-G) – Suggested Price on 10/03/2024: BRL$ 5.490,00.

Smart TV AIWA 75” Google TV 4K (AWS-TV-75-BL-01-G) – Suggested Price on 10/03/2024: BRL$ 6.900,00.

PHILCO

The brand has a wide range of smart TVs in the 50” family”, says Amanda Urzum, commercial director of Philco’s brown line. “In the last two years, demand for larger screens has been on these dates, and in 2024, it will be no different.” One highlight is the 58” Philco PTV58GAGSKSBL smart TV model, with 4K UHD resolution, Android system, Dolby Audio, which guarantees sound quality, Quad-Core and Triple-Core processor, which make command responses faster. It has the Wireless system, which allows internet access without the need for cables.

Another model is the Philco 50” PTV50G2SGTSSBL smart TV. It has 4K UHD resolution, Google TV system, with several streaming applications, Quad-Core processor, with vibrant and sharp images and fast response to commands. “It has Dolby Vision and Dolby Atmos, which guarantee excellent colors, brightness and contrasts, as well as rich and clean sound”, says Amanda.

58” Philco Smart TV PTV58GAGSKSBL

50” Philco Smart TV PTV50G2SGTSSBL

PHILIPS

For the dates, presents the Ambilight TVs The Xtra, available with 55″, 65″ and 75″ screens, that incorporate advanced mini LED technology with quantum dots, ensuring high-quality images. “In addition, they have exclusive features that improve the user experience and content viewing”, says Bruno Morari, marketing and product director at Philips Audio and Video. The models include the Google TV operating system, offering a more intuitive interface and features that facilitate the search for personalized content.

Another option is The One, with 55″, 65″ and 75″ screens and Ambilight on three sides, on the rear edge of the device. It is compatible with the main HDR formats and guarantees bright and sharp images. It has Dolby Vision and Dolby Atmos features for a great image and sound experience. Compatible with HDMI 2.1, VRR and AMD FreeSync and a native frequency of 120 Hz, it has features for responsive and smooth gameplay. The game mode is benefited by the Ambilight. “The Black Friday and Christmas period, historically, has a significant warming in the market, and this time will not be different. The trend points to a more complete shopping experience, flowing between physical and digital retail. We are prepared to serve customers on all these fronts”, says Bruno.

Ambilight TVs Philips The Xtra line – Suggested Price on 10/04/2024: BRL$ 4.599,00 (55”), BRL$ 6.299,00 (65”) e BRL$ 8.999,00 (75”).

The One – Suggested Price on 10/04/2024: BRL$ 5.599,00 (65”) e BRL$ 7.599,00 (75”).

SAMSUNG

Your strategy is different for each date. On Black Friday, the focus is on the Neo QLED QN85D 55″ TV, which stands out for its Quantum Matrix technology, which replaces each conventional LED with 40 mini LEDs exclusive to the company, says Guilherme Campos, director of the TV division at Samsung Brazil. “The result is a more precise black, purer white and a brightness that brings more realism to the content watched. Another important point is the upscaling of content using the artificial intelligence present in the NQ4 AI Gen2 processor. The technology is composed of 20 neural networks, which bring together thousands of image references to recreate in 4K, or as close as possible to it, the scenes of any content watched in lower resolution.” It has Dolby Atmos, virtual moving sound and sound synchronization, which provide an immersive audio experience.

For Christmas, a bet is the Super Big TV DU9000 Crystal UHD 4K 98″, which provides a new level of immersion. It offers a cinematic experience with Crystal UHD technology, designed for large screens and full of contrast. The experience is complete with up to 120 Hz refresh rate with Motion Xcelerator available on HDMI 2.1, bringing fast responses and images without broken frames. All the brand’s smart TVs give exclusive access to different game options of Xbox Game Pass and content and entertainment with Samsung TV Plus and its more than 95 channels, in addition to functions for a smarter routine, connected at home with the SmartThings app, and secure with Knox Security. “Black Friday and Christmas are relevant dates for retail and industry and, traditionally, electronics are among the most sought-after items, with a highlight on TVs,” says Guilherme.

TV Neo QLED QN85D, de 55”

Super Big TV DU9000 Crystal UHD 4K de 98”

TCL SEMP

Highlights its C series, with premium televisions, such as the TCL QLED 4K TV C655 and the TCL QD-Mini LED 4K TV C755. “They deliver immersive sound and image quality, screens with 4K resolution and even more competitive prices in this important period of Black Friday”, says Nikolas Corbacho, product manager at TCL SEMP. The model TCL QLED 4K TV C655 has the Google TV operating system, which offers the entire Google services HUB and easy navigation experience. The sound system has Dolby Vision and Dolby Atmos certification allied to the latest generation AiPQ processor with artificial intelligence. It has the QLED Pro panel technology, which delivers more brightness and vivid colors as in real life. The audio system signed by Onkyo and with DTS Virtual:X certification provides a widely immersive experience.

The TCL QD-Mini LED 4K TV C755 model, with QD-Mini LED panel, has QLED Pro technology, more than 500 local dimming zones and HDR 1,300 nits, which results in images rich in detail. It has IMAX Enhanced, Dolby Vision IQ, Atmos and HDR10+ certification. All this with the help of the processor with artificial intelligence AiPQ – applied to image improvement makes this product unique for fans of cinema and entertainment, says the manager. It has a 144 Hz display with VRR technology and TCL Game Master 2.0, and facilities such as screenshot and aim assist. “We are very optimistic about sales for Black Friday and the Christmas period and confident in the high demand not only for premium televisions, but also for screens of 65″ and above these inches”, says Nikolas.

TCL QLED 4K TV C655

TCL QD-Mini LED 4K TV C755

SMARTPHONES

Smartphones have become essential devices in today’s world and are among the most desired products. New features, including Artificial Intelligence, enhance smartphones and position them as stars in the major sales season. 

MOTOROLA

Motorola offers options for various customer profiles. The Motorola Edge 50 Fusion stands out for its camera system. It is the first in the Brazilian market to feature the Sony LYTIA™ 700C sensor, enabling high-quality photos both day and night, from near and far. It has a 6.7” super-bright OLED display with a 120 Hz refresh rate and is certified for dust resistance and immersion in water. “The partnership between Motorola and Google Photos further enhances the photographic experience,” says Filadelfo Costa, sales director at Motorola. 

Another option, the Motorola Edge 50 Neo, features an advanced 50 MP camera with Ultra Pixel technology and the Sony LYTIA™ 700C sensor. Certified by the U.S. Department of Defense, it is ultra-resistant, lightweight, and compact. It comes in colors developed in partnership with the Pantone Color Institute™: Poinciana orange-red, Latté wood beige, and Grisaille gray. Both models have touch-sensitive screens. “We expect an increase in sales. We believe that these occasions will provide good opportunities to strengthen Motorola’s presence in the market,” says Filadelfo. 

Motorola Edge 50 Fusion – Suggested Price on 10/03/2024: BRL 2,999.00.

Motorola Edge 50 Neo – Suggested Price on 10/03/2024: BRL 3,299.00.

POSITIVO TECNOLOGIA

Positivo highlights the Infinix NOTE 40 5G, a model for users seeking a smartphone with high performance, advanced connectivity, and ultra-fast charging capabilities. “The device sets a new standard for battery charging solutions with the fast All-Round FastCharge 2.0 technology at 33 W, complemented by reverse and wireless (inductive) charging features,” explains Rivelino Gama, executive director of business at Infinix within Positivo Tecnologia. 

The device offers up to 16 GB of RAM (8 GB + 8 GB) thanks to Memory Fusion technology, 256 GB of storage for apps, photos, and videos, and a powerful MediaTek Dimensity 7020 processor with 5G support. It has a camera system with 180 MP and a 3x Super Zoom function with AI, plus a 6.78” Full HD+ AMOLED display at 120 Hz for sharp and realistic images. “With the partnership with JBL, the smartphone offers much more immersive and engaging sound quality with Dual Stereo Speakers and professional tuning. It includes enhancements related to the use of Artificial Intelligence, activation/unlocking via Under/In-Display fingerprint, and the Active Halo AI lighting feature, which generates multicolored LED notifications customized by the user,” says Rivelino. 

Infinix NOTE 40 5G – Robust 5000 mAh battery with 67 W HyperCharge for fast wired charging.

SAMSUNG BRASIL

Samsung’s smartphone portfolio for all audiences, says Rafael Aquino, senior product manager for the mobile experience division at Samsung Brasil. “The high-end Galaxy Z Fold6 features the most advanced technology, a large immersive display, and long-lasting battery life. It is the ideal gift for those looking to enhance productivity on their smartphone.” When opened, it unfolds to a 7.6” internal screen, allowing the use of up to three apps simultaneously, with a fourth in a pop-up window. It has three sensors: a 50-megapixel main wide-angle camera, a 12-megapixel ultra-wide camera, and a 10-megapixel telephoto camera with up to 3x optical zoom. It offers an enhanced gaming experience with the Snapdragon® 8 Gen 3 chipset, and its vapor chamber is 1.6 times larger than the previous generation. It comes with seven years of operating system updates and seven years of security updates. 

As a mid-range product, the Galaxy A55 includes premium features from the line, such as Galaxy AI, a high-resolution camera, photographic functionalities, a large display, and long-lasting battery life. It offers four years of operating system updates and five years of security updates. “Seasonal periods with high consumer engagement, like Black Friday and Christmas, are highly anticipated by retailers and celebrated by consumers. We understand that part of the process of democratizing technology is providing ways to facilitate product acquisition. We will continue this strategy,” says Rafael. 

Galaxy Z Fold6, 512 GB model, in blue and gray – Suggested Price on 10/03/2024: starting at BRL 12,419.10.

Galaxy A55, 128 GB and 256 GB models, in light blue, dark blue, and pink – Suggested Price on 10/03/2024: starting at BRL 2,429.10.

 XIAOMI

In 2024, Xiaomi focused on mid-range and premium mid-range smartphones. The recently launched Xiaomi 14T in Brazil features Artificial Intelligence capabilities. “With advanced image technology enhanced by AI, users can enjoy sharp and vibrant photos at night or during the day,” says Luciano Barbosa, head of operations at DL, the official distributor of Xiaomi in Brazil. The device has an elegant design, Leica lenses, and a MediaTek Dimensity 8300-Ultra AI processor, which boosts CPU performance by 20%. It features an AMOLED display of up to 144 Hz, with a CrystalRes 6.67” screen that offers a 1.5K resolution (2712×1220) and a 5,000 mAh battery with 67 W HyperCharge for fast wired charging. It comes equipped with the Google Gemini app. 

This last quarter, Xiaomi will launch the Redmi 14C, the brand’s entry-level device in Brazil. It has a premium design, a 6.88” display with 120 Hz, the largest and best in the series, a dual 50 MP AI camera, a 5,160 mAh battery, and 18 W fast charging. Its ultra-thin body measures 8.22 mm with a flat structure, providing a sophisticated and modern look while making it easy to handle daily. It features a MediaTek Helio G81-Ultra Octa-Core processor, a 5,160 mAh battery, and 8 GB of RAM, with 4+4 GB virtual. “Xiaomi is optimistic about these dates, as it recorded high sales volumes in previous years. We are preparing some campaigns and surprises for our fans, making technology and the Xiaomi experience even more accessible,” says Luciano. 

Xiaomi 14T – Suggested Price on 10/04/2024: BRL 5,999.99.

Redmi 14C – Suggested Price on 10/04/2024: BRL 1,499.99.

SMALL APPLIANCES

The small appliances category is ready to surpass the numbers from the first half of this year, when it grew by 40% in sales compared to the same period in 2023. With more technology and features, these products are now essential in the kitchen.

ARIETE

For the Christmas season, Ariete highlights the launch of the Moderna Line. “It comes with a unique charm, featuring smooth, harmonious curves in a red tone that’s perfect for decoration and style in kitchens. It’s a tribute to the world of art,” says Nádia Ribeiro, Ariete’s marketing coordinator. The line includes five items: a planetary mixer, kettle, coffee maker, blender, and toaster.

The brand’s expectations for Christmas are extremely high, Nádia shares. “The Moderna Line offers a complete set that can be given as a gift or used personally. These small appliances are perfect for refreshing and styling any kitchen.”

Blender with glass jar – Suggested price on 09/23/2024: BRL 699.00

Programmable coffee machine – Suggested price on 09/23/2024: BRL 549.00

BLACK & DECKER

For Black Friday, Black & Decker expects a high demand for products that offer personal benefits and are designed for individual use. In the health and wellness category, the highlight is the AUP4 humidifier, according to Marta Schulz, marketing manager at Stanley Black & Decker. “It is the only 3-in-1 model on the market. In addition to humidifying, it also functions as a fan and a heater, providing comfort year-round.” The product features two speeds for each function, a 130 ml reservoir, a non-slip base, a carrying handle, and 400W power.

For Christmas, the focus will shift towards items for equipping the home and making life easier, such as the AFD7Q air fryer, which is practical with its digital panel and seven functions. It has a capacity of 5.5 liters, a grill, and automatic shutdown when the basket is removed. “Our expectation is for increased sales volumes during both Black Friday and Christmas, with consumers looking for good alternatives to meet their needs,” adds Marta.

AUP4 3-in-1 Humidifier – Suggested price on 09/27/2024: BRL 199.00 

AFD7Q Air Fryer – Suggested price on 09/27/2024: BRL 599.00 

BRITÂNIA

Britânia, with a wide range of products, is particularly highlighting the BFR50 air fryer. “It’s our biggest launch of the year,” says Cristiane Clausen, general director at Britânia. The air fryer has a 5.5-liter capacity and a square basket. It features the Redstone non-stick coating, which is exclusive to this air fryer size and makes it easy to clean. It also incorporates nanoceramic technology, ensuring excellent heat dissipation and maintaining the food’s flavor. Additionally, the Air Flow technology guarantees quick and efficient cooking.

Another standout is the BES26SR drying brush, which is bivolt and boasts 1,300 W of power. It’s a 4-in-1 device, capable of drying, straightening, styling, and adding volume to hair. The round brush head is removable, converting it into a hair dryer. The device features nanoceramic coating and dual bristles. “Britânia’s expectations are very high for these shopping dates. We anticipate a sales growth of approximately 40% and are ready to meet customer demand,” Cristiane adds.

BFR50 Air Fryer

BES26SR Drying Brush

ELGIN

The electric fryer market is currently the second largest segment in the small appliance category, says Anderson Bruno, director of small appliances at Elgin. “Therefore, this category could not be left out of Black Friday.” Consumers are changing their preferences, Anderson notes. “We are seeing a migration towards larger-capacity air fryers. Keeping this consumption shift in mind, our products for this year’s dates are higher-capacity fryers: the Space 5L and the Oven Fry 12L. Our expectation is to continue growing and surpass the sales of Black Friday 2023, which marked a record for Elgin in the small appliance line.”

The Space 5 has a capacity of 5 liters, 1,700 W of power, a square and removable basket, Black Resist non-stick coating (three layers of protection and durability), and Air Circuit 360° technology, which provides ultrafast spiral air circulation, cooking food and saving energy. Another highlight is the Oven Fry 4-in-1 air fryer and oven, which bakes, fries, dehydrates, and reheats. It features a 12-liter capacity, 1,800 W of power, 10 predefined functions, a Touch Screen digital panel, and four accessories: a 4.6-liter basket, two baking trays, and a Black Resist non-stick tray. The removable door makes cleaning easy.

Air Fryer Space 5 – Suggested price on 25/09/2024: BRL 449.00.

Oven Fry 12 Air Fryer and Oven – Suggested price on 25/09/2024: BRL 799.00.

EOS

EOS is introducing an innovation for kitchens, which is its major bet for Black Friday and Christmas. The 6L Compact Air Fryer stands out for having the size of a 3-liter air fryer but with a larger internal capacity of 6 liters. It features a digital panel, is super easy to use and clean, and boasts a minimalist design that fits any corner of the kitchen. “It’s a product that’s not easily found in the market. We are confident that consumers will fall in love with it,” says Maurício Mota, national sales manager at EOS. 

The company has more launches planned for this end of the year, according to Maurício. “We expect a considerable increase in sales, especially in the air conditioning line. November marks the beginning of sales for air conditioners and air coolers. Therefore, we are introducing portable air conditioning units. Climate changes greatly affect the microclimates of cities, and it’s important to keep environments well-cooled, which is why investing in good products during the hottest time of the year is essential. EOS plans to have a well-stocked mix in the air conditioning line.” 

Compact Air Fryer 6L

 KIAN

KIAN expands its product mix, presenting a new line of small appliances and household utilities for both Black Friday and Christmas. A standout item is the 4.2-liter air fryer, available in black and red, with options for 127V and 220V. “It features Turbo Air 360º technology, a 60-minute timer, temperature control ranging from 80ºC to 200ºC, non-stick coating, and a removable basket. It comes with a silicone-tipped handle and a matching non-stick tray,” explains Izabella Mesquita, marketing coordinator of the company.

Another highlight is the 5-liter electric pressure cooker. It has a digital display, an electronic panel with 14 functions, a safety lock, a non-stick pot, non-slip feet, and automatic programming. The cooker also includes a measuring cup, condensation collector, and a scratch-resistant spoon. “The company’s outlook is for a growth of up to 60% in sales by Christmas compared to the same period in 2023. Therefore, we are preparing our inventory to stock the shelves of major retailers across Brazil,” says Izabella.

4.2-Liter Air Fryer

5-Liter Electric Pressure Cooker

MONDIAL ELETRODOMÉSTICOS

Mondial bets on the Oven 12L Mondial Electric Fryer (AFO-12L-BI), which is a 2-in-1 appliance: an air fryer with the space and versatility of an oven. It can bake, cook, and fry without oil. With a total capacity of 12 liters, it allows for the preparation of large portions at once. “It’s a giant in the category,” says Giovanni M. Cardoso, co-founder of Grupo MK, which owns the Mondial and Aiwa brands. The appliance features a door with a wide visor and lighting, a 5-liter basket, and two non-stick trays made with Mondial’s exclusive Duraflon technology, which are easy to clean. The digital panel includes 10 preset functions, including heating, and utilizes technology that heats and circulates air. Both the basket and trays are removable, and it comes with a 90-minute timer and automatic shut-off.

For Christmas, Mondial recommends the Turbo Force 8 Table Fan (NVT-40-8P) in black and silver. It features removable grilles for easy cleaning, a button for easy oscillation movement in the horizontal direction, adjustable tilt, and a 40 cm blade with eight blades. It has a power rating of 140 W, three speeds, and low energy consumption. The fan is available in both **127 V** and **220 V** versions. “Both dates see significant movement in the market where Mondial operates. Our corporate strategy is based on studies and forecasts to ensure customers receive products in advance during these peak demand periods,” Giovanni notes.

Oven 12L Mondial Electric Fryer (AFO-12L-BI) – Suggested price on 10/10/2024: BRL 999,90.

Turbo Force 8 Table Fan (NVT-40-8P) – Suggested price on 10/10/2024: BRL 249,90.

PHILIPS WALITA

The Essential XL Connected Air Fryer RI9280 features exclusive RapidAir technology, ensuring ideal airflow from all sides for even cooking. “With 2,000 W of power, remote control via smartphone or Alexa voice assistant, it offers convenience and practicality,” says Caleb Bordi, marketing manager at Philips Walita. The total capacity of the non-stick basket is 6.2 liters, with a usable capacity of 1.2 kg. It has seven preset programs, including options for frozen foods. The Touch Screen digital display allows you to adjust the temperature between 80°C and 200°C, and the timer can last up to 60 minutes, with an automatic shut-off and keep-warm function for up to 30 minutes. It is easy to clean, and the parts are dishwasher safe. It features a retractable cord and offers over 500 recipes available on the NutriU App. 

Another option is the air fryer with a display and HD9257 digital panel from the Series 3000 XL, featuring 1,700 W of power, a digital display, and RapidAir technology. The Touch Screen display provides seven presets that simplify food preparation. It has a temperature control range of 60°C to 200°C, a 60-minute timer, automatic shut-off, and a keep-warm function. The basket is non-stick and easy to clean, with parts suitable for the dishwasher. With the HomeID App, users can unlock new features in the kitchen. “The air fryer is one of the most sought-after products on Black Friday, both for first-time buyers and those looking to upgrade to a larger capacity or higher-quality product. We work in an integrated manner across physical and online channels to provide customers with a comfortable and easy shopping experience,” says Caleb. 

Essential XL Connected Air Fryer, Model RI9280 – Suggested Price on 10/04/2024: BRL 999.90.

Air Fryer with Display and Digital Panel, HD9257 – Suggested Price on 10/04/2024: BRL 999.00.

PRAXIS ELETRODOMÉSTICOS

This year, the company invested in the air conditioning and ventilation category. For Black Friday and the summer, it is introducing the tower fan, says Marcello Cominato, director at Praxis Eletrodomésticos. “It is a sophisticated product, with a unique design, ultra-quiet, which oscillates 70 degrees, has three speeds, a 7.5-hour timer and remote control. In addition, it has functions such as a breeze, which simulates the natural oscillation of the wind.

For Christmas and summer, due to the travel, pool and beach season, in addition to being the rainy season, the company is highlighting the portable clothes dryer. It dries up to 10 shirts or pants at once, is very easy to transport and is quiet. It has a digital display, which allows you to view the time for each drying, from 30 to 300 minutes. The company has increased its range of products and partnerships with retailers in 2024. “Christmas is here to close the year with a flourish, consolidate the brand and solidify our increase in market share”, says Marcello.

Ventilador de torre – (Tower fan) – Suggested price on 10/03/2024: between BRL 399.00 and BRL 459.00.

Secadora de roupas portátil (Portable clothes dryer) – Suggested price on 10/03/2024: between BRL 399.00 and BRL 429.00.

WHITE GOODS

The white goods sector is celebrating its strong performance. In the first half of the year, refrigerator sales increased by 22% in units, and washing machines saw a 17% growth compared to the first six months of 2023. The end of the year holds great promise, as this is when consumers take advantage of deals to upgrade their kitchen and laundry products.

BRASTEMP

For Black Friday, Brastemp is betting on its newly launched Cozinha Eclipse Collection, says Eduardo Akira, Senior Sales Director at Whirlpool. “Reflecting the Brastemp world in design, the brand introduces a complete line of kitchen appliances in black inox. It’s the first in the market to offer consumers this color option.” The BRE57FE refrigerator, available in white, inox, and black inox, features A+++ energy efficiency; Smart Flow technology, which ensures even distribution of cold air; Fresh Box, a drawer that keeps fruits and vegetables fresh for up to 15 days; and the Carbon Air Filter, a system that eliminates internal odors.

Another refrigerator, the BRH85 model, boasts a 515-liter capacity and A++ Inverter technology, saving up to 20% on energy while maintaining stable temperatures, which helps preserve food. It also features a water and ice dispenser (with natural, cold, and chilled water options) with class A filtration on the door, and Brastemp’s special coating with a three-year warranty that protects the refrigerator from rust and corrosion. It is available in inox and the new black inox. “This year has been highly promising for the white goods market, and we remain optimistic about Black Friday and Christmas, periods when consumers look for products with new technologies and functionalities to upgrade their kitchen and laundry appliances. Brastemp and Consul are preparing special campaigns,” says Akira.

BRE57FE Refrigerator

BRH85 Refrigerator

CONSUL

For Christmas, Consul is focusing on products that provide well-thought-out solutions for Brazilian households. One standout is the CWN13AB washer (13 kg), which also comes in a 15 kg version. It features Modo Eco (Eco Mode), which saves up to 15% water and 40% energy; the Ciclo de Tênis (Shoes Cycle), which cleans shoes without damage; and the Mais Secas (“More Dry function”), which prepares clothes to spend less time on the line especially useful on colder days.

Another option for the holiday season is the CZD12 beer cooler. Inspired by large bar beer refrigerators, it can hold up to 75 cans, with a temperature range from 5ºC to -4ºC. The control panel, located on the door, includes an internal light selector, key lock/unlock, and temperature control for added safety. It also features LED lighting, which is more energy-efficient and gives a modern touch to the environment. “We are looking for solutions that simplify household routines while offering performance and design,” says Eduardo Akira, Senior Sales Director at Whirlpool, the parent company of Consul. Special campaigns for consumers are planned.

CWN13AB Wash Machine (13 kg)

CZD12 Fridge

ELECTROLUX

For Black Friday, Electrolux is strongly focusing on its multidoor refrigerator line, which features innovative characteristics and Inverter technology that prevents the complete shutdown of the motor, ensuring greater energy efficiency. “Another distinguishing feature is the AutoSense technology, which uses artificial intelligence to automatically adjust the internal temperature. This can increase food preservation time by up to 30%,” says Ricardo Araújo, general manager at Electrolux Brazil. The products have been recognized with the IF Design Award 2024.

For Christmas, given the high temperatures, the company is showcasing its line of Inverter air conditioners. The models allow for customized use, adjusting to consumer needs. “The company anticipates a significant increase in sales during both occasions, primarily due to the demand for products that combine innovation, practicality, and energy efficiency,” states the general manager at Electrolux.

Electrolux Frost Free Inverter Refrigerator 590L AutoSense 3 Doors Inox Look (IM8S) – Suggested price on 02/10/2024: BRL 7,899.00.

Electrolux Split Air Conditioner 12,000 BTU Color Adapt Hot/Cold with Wi-Fi (YI12R/YE12R) – Suggested price on 02/10/2024: BRL 2,949.00.

ESMALTEC

For Black Friday, Esmaltec highlights the Pérola and Ágata Glass stoves. The Pérola model combines modern design with high functionality, featuring a stainless-steel top, a large oven door window, and total automatic ignition. It includes a Top Control system for safety and removable knobs for easy cleaning. The 56-liter oven has a “Clean Easy” function and is available in black and white. The Ágata Glass model, available in black, white, and stainless steel, boasts a tempered glass top, high and sturdy legs, and a Big Burner Super Flame burner. Its oven features the “Clean Easy” function, an adjustable shelf, and a painted steel handle. “We also invest in our lines of water dispensers and purifiers. The Gelágua EGCQF HE Inox water dispenser includes a built-in bottle compartment for easy water replacement, offering hot, cold, and natural water options with compressor refrigeration,” says Marcelo Pinto, managing director at Esmaltec.

For Christmas, the company plans to showcase its main launches of the year. “We see these dates as strategic for consolidating our market presence and attracting new customers. We are confident that both Black Friday and Christmas will draw consumers seeking high-quality products with excellent cost-benefit,” affirms Marcelo.

Ágata Glass Stove

Gelágua EGCQF HE Inox Water Dispenser

FISCHER

One of the biggest highlights of the end of this year is the built-in stove with electric oven and air fryer from Fischer. “This solution is 3 in 1, offers the defrost function and allows up to eight combinations of use, guaranteeing versatility and practicality”, says Karin Fischer, the company’s commercial and marketing director. The stove has five burners with triple Gran Cheff flame, is the most powerful in the category, with 3,700 W, and cast iron grates, which give stability to the pots. With a capacity of 100 liters, the electric oven has the air fryer function and a broiler to brown foods quickly

One of the biggest highlights of the end of this year is the built-in stove with electric oven and air fryer from Fischer. “This solution is 3 in 1, offers the defrost function and allows up to eight combinations of use, guaranteeing versatility and practicality”, says Karin Fischer, the company’s commercial and marketing director. The stove has five burners with triple Gran Cheff flame, is the most powerful in the category, with 3,700 W, and cast iron grates, which give stability to the pots. With a capacity of 100 liters, the electric oven has the air fryer function and a broiler to brown foods quickly

Fischer Electric Cooktop Grill with Volcanic Stone – Suggested price on 04/10/2024: BRL 1,669.00.

Built-in stove with electric oven and air fryer Fischer – Suggested price on 04/10/2024: BRL 4,599.00.

LG DO BRASIL

LG presents the Side by Side InstaView refrigerator with a capacity of 647 liters, the largest in its category. “With a premium design in Black Stainless Steel and tempered glass shelves, it stands out as a modern and sophisticated solution for any kitchen,” says Rodrygo Silveira, manager of white line at LG Brazil. Its InstaView technology allows users to view the interior of the refrigerator with two taps on the glass panel, which saves energy and reduces the frequency of door openings. Equipped with an Inverter compressor, it operates quietly and has an energy rating of A+++, along with features such as Hygiene Fresh+ filter, DoorCooling+, and connectivity via LG ThinQ, providing practicality, freshness, and smart remote control.

Another highlight is the LG WashTower with a capacity of 14 kg for washing and 10 kg for drying. With an innovative tower design and a central control panel, it features AIDD technology, which automatically adjusts the wash pattern based on the weight and texture of the fabrics. The washer and dryer have intelligent pairing, meaning the drying cycle is automatically set based on the clothes washed. It also allows for remote control via LG ThinQ and includes a Turbo Wash function to speed up the washing process. “LG expects a 50% growth in the white goods sector this semester compared to the first six months of the year,” Rodrygo reports.

LG Side by Side InstaView Refrigerator (647L)

LG WashTower (14kg)

MUELLER

For Black Friday, we are introducing new 11 kg, 13 kg, 15 kg, and 17 kg automatic washing machines with more assertive features that align with consumer desires, says Alexandre Pires da Luz, CEO of Grupo Mueller. “The 17 kg MLA17 model allows you to wash larger items, such as duvets and curtains. It has 11 washing programs, including a quick wash cycle. Clothes are clean in speedy 27-minute cycle. With the ultra-centrifugation function, clothes come out of the wash practically dry

For Christmas, the highlight is the new MCG5BM gas cooktop, with tempered glass, five burners, high power, and a contemporary style. It has a larger cooktop, following the international standard, double cast iron grates, a displaced triple flame burner, for greater pan stability, and automatic ignition. “Expectations for the holidays are very positive. Our launches and innovations are a big draw for consumers. In 2024, we celebrate the 75th anniversary of the brand and launched more than 20 products, which significantly expand our portfolio of kitchen and laundry appliances”, says Alexandre

MCG5BM gas cooktop,

Automatic Washing Machines MLA17Kg

PANASONIC

The BB65 Black Glass refrigerator, a recent premium launch, is the highlight for Black Friday. Its unique features include the exclusive Fresh Freezer, which allows users to adjust up to four different temperature options independently of the rest of the refrigerator, and its low energy consumption. “Its sophisticated design, with a black glass finish, offers a modern proposal that aligns with decorating trends, making it appealing for those looking for more than just functionality in a refrigerator,” says Luisa Gimenez, product manager for the kitchen lifestyle category at Panasonic Brazil. 

Another option is the 18KG Titanium washer machine, which meets the growing demand for high-capacity products with distinctive visuals. It has low water consumption, saving 28 liters per wash. “The titanium color has sparked consumer interest, who values a more sophisticated design for spaces like the laundry room. The combination of performance and aesthetics makes this model a success for those looking to combine technology and style at home,” says Luciana Nobre, product manager for the fresh home and happy me categories at Panasonic Brazil. The company expects double-digit sales growth compared to last Black Friday.

BB65 Black Glass Refrigerator – Suggested Price on 10/03/2024: BRL 6,499.00.

18KG Titanium Washer – Suggested Price on 10/03/2024: BRL 3,449.00.

BIBICLETAS

Bicycles are a traditional leisure product for both children and adults, and they are set to surpass last year’s sales. With higher added value, bicycles are gaining more space in large cities with bike lanes, as they are a healthy and affordable transportation alternative. The arrival of electric bikes has further boosted urban mobility, helping the world breathe easier.

HOUSTON

For both Black Friday and Christmas, Houston is projecting significant growth compared to 2023. For Black Friday, the company expects around an 18% increase in sales. “For Christmas, optimism is even higher, with an expected 23% growth over the previous year, driven by attractive promotional campaigns and increased demand for bicycles as gifts,” says Adilson Custódio, Houston’s commercial director.

One of the company’s highlights is the Kamp A-29 bicycle, featuring a lightweight aluminum frame, 29-inch wheels, and durable components. Another popular model is the Skyler A-29, more affordable and aimed at urban cyclists and weekend leisure riders. The company plans to offer special discounts, conditions, and easy payment plans for retailers, Custódio reports. “Our goal is not only to increase sales but also to strengthen the brand’s presence in the market during these dates.”

Kamp A-29 – Suggested price on 10/03/2024: BRL 1,599.00 

Skyler A-29 – Suggested price on 10/03/2024: BRL 1,399.00

INOW BRASIL

“Inow’s goal for the end of this year is to surpass all previous months in sales and become the most recognized brand in Brazil for high-tech and quality electric mobility,” says Danilo Fonseca, CEO at Inow. Their flagship product is the V20 Brake electric bicycle, boasting 750W power, 60km range, a removable battery, and dual hydraulic brakes. The bike was a standout at the 17^th Eletrolar Show, garnering attention from customers and suppliers across Brazil.

In addition, the company is promoting the V9+ model, featuring a 750W motor, 50km range, rear hydraulic brakes, and dual suspension. The CEO emphasizes that both models have stock in Brazil, with nationwide shipping and specialized support and maintenance teams. “In addition to retail sales, we offer significant discounts for resellers interested in bulk purchasing to sell Inow bikes in their stores,” adds Danilo.

V9+ – Suggested price on 10/03/2024: BRL 8,700.00

V20 Brake – Suggested price on 10/03/2024: BRL 9,500.00

LEV

Specialized in electric bicycles, Lev is taking a different approach for the year-end. Instead of Black Friday, the company proposes a Green Friday to promote conscious consumption, says Bruno Affonso, one of Lev’s co-founders. The company is optimistic about year-end results. “We believe that choosing more efficient mobility will naturally lead to growth in sales.”

Lev’s highlights include the Cruiser Plus and Cruiser Mini models, which offer customization options, allowing users to adapt the bike to their routines, explains Rodrigo Affonso, another co-founder. The Cruiser Plus provides larger wheels, better performance, and comfort, while the Cruiser Mini is designed for shorter individuals with a smaller distance between the handlebar and seat. The company does not plan to offer promotions but notes that users can save up to BRL 14,000 annually by replacing a car with an electric bike.

Cruiser Plus – Suggested price on 10/03/2024: BRL 11,580.00

 Cruiser Mini – Suggested price on 10/03/2024: BRL 9,980.00

TK3

Focusing mainly on Christmas, but also anticipating a better Black Friday than the previous year, TK3 is targeting a younger market. “The company is increasingly specializing in the youth market, offering a range of color options, stickers, and models. We believe that Christmas is the perfect time for our products,” says Thomas Taguchi, TK3’s marketing coordinator.

The company highlights the Impact model, developed in collaboration with the SP Hawks team and BMX Pan American champion Carol Bittencourt, designed for high-performance stunts with reinforced front forks, platform pedals, and a rear stunt peg. Another highlight is the Flip Fire 240, designed for urban riding with an underground vibe, featuring a Moby seat, reinforced tail, six gears, and front suspension.

Impact model – Suggested price on 10/03/2024: BRL 999.00 

Flip Fire 240 – Suggested price on 10/03/2024: BRL 1,300.00

GAMING ACCESSORIES

The accessories segment is a significant part of the global gaming market, expected to grow by over 12% annually until 2027. New product launches, featuring advanced technology and offering greater comfort to players, are contributing to the increase in sales.

DRAXEN

The company anticipates strong results this quarter, says Edson Ogata, Draxen’s marketing manager. “While Black Friday drives quick purchases due to aggressive offers, especially for tech products, Christmas brings a focus on gifts, which can keep sales volumes high through the end of the year.” The company will launch headsets, mousepads, cases, and coolers for gaming PCs in the coming months.

The highlight, however, is the DN1 RGB gaming chair in black with silicone wheels. In addition to a maximum recline of 180 degrees, the chair features customizable RGB lighting, adjustable via remote control, powered by a USB port. Besides gaming chairs, the company expects increased demand for accessories and components. “We’ll have special conditions and prices for Christmas and Black Friday, but we can’t reveal them just yet.”

DN1 RGB gaming chair in black with silicone wheels – Suggested price on 10/03/2024: BRL 899.00

DT3

Specialized in gaming and ergonomic chairs, the company closes 2024 with realistic expectations, says DT3’s CEO, Fernando Bastos. “Although the goal is always to increase sales, we must be cautious about reduced margins. Additionally, DT3 customers prioritize quality and ergonomics, not always aligned with low prices and increased volume,” he explains. “The rising cost of international shipping may also slow the pace of sales growth,” adds Fernando.

The company highlights the N10 chair, which stands out from competitors due to more precise adjustments and Techsoft™ and EverPro™ coverings. Another key model is the Nova Elise, featuring three exclusive DT3 molds (seat, lumbar cushion, and headrest). Both chairs come with a two-year warranty and promise a lifespan of over 10 years. DT3 also promises discounts of over 20% on select products at the end of the year.

N10 chair

Nova Elise chair

KNUP

High-performance gaming accessories are a key focus in Knup’s portfolio, and the company expects the coming months to be highly successful, says Yifeng Jiang, CEO at Knup. “For Black Friday, the company aims to surpass last year’s strong results, driven by the growing gaming market. For Christmas, as an importer, we have proactively planned to ensure our clients can stock up in advance.”

One product expected to perform well on Black Friday is the Revenger TE-BKL008 gaming keyboard, which features three connectivity modes (USB, Bluetooth, and 2.4 GHz) and Jixian Blue switches. For Christmas, the spotlight is on the Onistek ON-FN636 gaming headset, equipped with RGB lighting, a flexible microphone, and 50 mm drivers. “The headset is the perfect gift for gamers looking for performance without compromising on value,” Yifeng adds.

Revenger TE-BKL008 gaming keyboard

Onistek ON-FN636 gaming headset

MACHENIKE E THUNDEROBOT

Both companies are part of the Haier Group, one of the largest appliance manufacturers globally. They aim to boost the gaming segment within the organization. According to Emerson Lima, country manager for the companies in Brazil, the Black Friday and Christmas period represents a crucial opportunity. “Last year, our operations were 100% through AliExpress, and we weren’t yet locally established. This year, we’ve significantly increased our number of partners in Brazil and other South American countries,” he explains.

Machenike is betting on the K500-B61 mechanical keyboard, with 61 ABNT2 keys in PBT, RGB lighting, and a solid aluminum alloy base. “Despite being compact, its performance is outstanding,” Emerson describes. ThundeRobot introduces the G30 controller, compatible with PC, Mac, iOS, Android, and Nintendo Switch, featuring linear triggers, lighting, and macro keys. “We’ll run multiple promotions, and we’re excited about it,” Lima shares.

Machenike K500-B61 RGB mechanical keyboard – Suggested price on 10/03/2024: BRL 179.90

ThundeRobot G30 multi-platform gamepad – Suggested price on 10/03/2024: BRL 169.00

TECTOY

For TecToy, Black Friday and Christmas are not just about driving sales but also strengthening partnerships with retailers. “These dates are crucial for our partners. We’re working together to provide the best deals,” says Bruno Escudeiro, national manager at TecToy. “The company expects to achieve sales 17% above the already aggressive results from the same period in 2023.”

The company’s standout products are the retro Master System and Atari consoles. “These items bring a strong nostalgic vibe to the brand and appeal to all age groups.” Additionally, TecToy will release a disruptive portable product at the end of the year. “Attractive discounts for consumers can be expected,” Bruno promises.

Master System retro console

Atari retro console

WAVEONE

WaveOne, a Brazilian brand part of a group with over 30 years of experience in the sector, enters Black Friday with a full line of gaming headphones and headsets. For the end of the year, the company promises initiatives that will benefit customers and partners. “We will have special promotions with all of our partners, both sell-in (special conditions) and sell-out, supporting sales initiatives,” says Fernando Alves Jr., general director of WaveOne.

Highlighted products include the WF510BT headphones, featuring TWS technology, noise cancellation, bass boost, and game mode, and the WF600BT headphones, designed for comfort and long battery life, offering up to 60 hours of use, an exclusive carrying case, and dual-device connectivity (such as a smartphone and Nintendo Switch). “The company is expanding significantly in the national market, strengthening strategic partnerships,” Fernando explains.

WaveOne WF510BT – Suggested price on 10/03/2024: BRL 279.00

WaveOne WF600BT – Suggested price on 10/03/2024: BRL 399.00

Source: Eletrolar News Magazine – Edition #163