High temperatures could turn the air conditioning unit into the “star” of Black Friday 2023, which will take place on Friday, November 24th.
The product and its similar products, such as fans, air conditioners and humidifiers, are expected to dominate customers’ purchasing preferences on the traditional retail offer date.
Demand for the equipment has already risen 23.48% and the price rose 6.15% in the week ending November 11 compared to the previous week, according to data from Mosaico, the platform that controls the price comparison sites Zoom and Buscapé. And expectations are that they will increase even more until the 18th.
With the search for the item surpassing champion cell phones in search engines on Monday (13), the day in which temperatures broke records across the country, Maurício Cascão, executive director of Mosaico, states that this is a sign that thermal comfort should dictate the tone of purchases in 2023, as has happened in previous years, but with a different intensity.
Consumer interest drives prices upward. “Retail works on the basis of supply and demand, so you see a confluence of factors,” he says, remembering that the more people show interest in a product, the more expensive it becomes.
Consumer preference for air conditioning has not yet surpassed data from the week of September 24, when the first strong heat wave took over the country. At the time, searches increased by 101% compared to the previous seven days and the price increased by 7.42%.
The average value, however, is higher in November than in September, and reaches R$2,228. In September, it was R$2,086. The minimum value, however, is R$1,485 and the maximum is R$4,932.
Cascão believes, however, that prices should fall on Black Friday, with good retail offers, as companies invest heavily in what they consider to be the five best days of the month, Thursday, a preview of the traditional Friday, Saturday, Sunday and Monday, called Cyber Monday and considered the “Xepa” of the date.
“There will be good offers, with more competitive prices. There was pent-up demand and retailers will invest. Five days are worth a whole month.”
The executive states that less trained consumers can pay more, but those who are prepared can get good deals. The main tip is to choose the model you want to buy, monitor prices, activate notification when the search engine finds the lowest price on the internet and close the purchase, otherwise, you may lose the offer.
Toríbio Rolon, president of the national department of commerce and Distribution at Abrava (Brazilian Association of Refrigeration, Air Conditioning, Ventilation and Heating), states that, when choosing air conditioning, the consumer must take into account some factors, but the main one is the energy efficiency seal.
The Procel seal indicates to the consumer the products that have the best levels of energy efficiency, resulting in lower electricity bills. Furthermore, you need to know the size of the room and the number of people who will be there.
The technology of the item must be inverter, which helps in saving energy. According to him, inverter devices were 50% more expensive than others, today, this difference has dropped to 20%. To install, you will need to hire a professional.
Regarding the rising prices of air conditioning units, he says that they should continue like this for a few months, precisely due to the climate emergency, which has worsened the drought in Amazonas. “It’s the perfect storm to put pressure on prices, with strong heat and logistical issues.”
The best time to buy, says Rolon, is in winter, which is shorter this year. In summer, the price always goes up. For him, high temperatures should continue like this until April.
Search for fan and humidifier rises even higher
Searches for fans, air conditioners and humidifiers are higher than for air conditioning, show data from Mosaico. For experts, the reason is the more competitive price, as they are cheaper items, but with different functions.
The humidifier was the one that went up the most. The increase in demand was 132.18% in the week ending November 11 compared to the previous seven days. The price increased by 11%. In the case of fans, the increase in searches for the item was 44.75%, but the average value fell to 7.83%. Air conditioners had searches increased by 34.41%, with a 19.38% increase in price.
Fans are found, on average, for R$200, the minimum price is R$84 and the maximum is R$485, depending on the model. Air conditioners cost R$727, with a minimum value of R$342 and a maximum of R$1,896. Humidifiers have an average price of R$131, with a minimum of R$46 and a maximum of R$263.
The function of the products, however, is different. In the case of air conditioning, explains Rolon, what it does is not freeze the air, but remove the heat molecule from the atmosphere, bringing a more pleasant thermal sensation, but it can dry out the environment.
See the differences and how to choose the air conditioning model
Fans and air circulators ventilate the specific location where they are pointed. Air conditioners cause some cooling and humidifiers ensure air humidity, especially in this dry season. Maybe that’s why their prices and demand have risen more.
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