Brazilian retail is experiencing an atypical scenario at the end of this year. The coincidence between the payment of the first installment of the 13th salary and Black Friday brought significant movement in November, which may alter the pace of traditional Christmas shopping. This analysis comes from FCamara, a technology and innovation ecosystem with strong presence in both physical and online retail.
According to data collected by the company, this year’s Black Friday saw an 18% increase in sales compared to 2023, with revenues exceeding R$7.2 billion in a single day. For comparison, last year’s growth was 6.5%.
Bento Ribeiro, FCamara’s Senior Retail Director, points out that the coincidence of these dates created immediate liquidity for consumers, who took advantage of the moment to bring forward higher-value purchases. “The challenge now will be to maintain this momentum for the rest of the holiday season,” he says.
“With about R$64 billion injected into the economy due to the 13th salary payment, consumers used this fresh money to purchase desired items like electronics, smartphones, and appliances,” explains Ribeiro. “The problem is that by advancing these purchases, December may feel the effects of emptier pockets, especially in categories that traditionally see a sales peak at Christmas,” he adds.
Despite this, FCamara predicts that sectors like fashion, perfumes, and cosmetics will remain strong, with estimated growth of 10% compared to last year. The toy segment should also grow, but more modestly, around 5%. In contrast, electronics and appliances are expected to see significant contraction, estimated at 8%, due to Black Friday’s strong performance.
“Retail had an explosive November but may face a calmer Christmas than usual. The strategy now will be to attract consumers with good promotions in December, preventing inventory from sitting idle,” concludes Ribeiro.
