This year's Black Friday boosted the Brazilian economy, retail, and social media. According to a survey by STILINGUE by Blip , a multichannel platform focused on creating digital experiences between brands and consumers through social listening and artificial intelligence, there were 117,218 posts between November 1st and 30th, made by more than 35,914 users. The number of conversations had a potential reach of over 1 billion people.
The week of Black Friday saw the highest number of posts, with 46,500 conversations. Expressions such as "I bought," "I secured," "I got," and "I completed the purchase" appeared in 1,297 posts. Monitoring indicated Friday, November 28th, as the day with the most posts: 14,200.
In the analysis, Black Friday 2025 was classified as positive, with only 1.5% of mentions perceived as negative, showing internet users' frustration with the high prices of the offers . Regarding comments about shipping, the pattern is similar: among 3,200 mentions on the subject, more than 60% had a positive tone and only 2% criticized the high cost.
“We saw a clear shift in behavior leading up to the date. At the beginning of the month, consumers were more rational, technical, and focused on understanding the real value of the offers. By the last week of November, closer to Black Friday, the conversation shifted from expectation to purchase decision. With social listening, brands can track these movements, understand the audience's motivations, and adjust their strategies more precisely. That's the role of social listening: transforming conversations into actionable insights,” says Menedjan Morgado, Marketing Insights Manager at Blip.
Most frequently mentioned brands and items
The survey showed that the top ten most mentioned brands were Amazon, Mercado Livre, Shopee, Magalu, Casas Bahia, Americanas, AliExpress, Carrefour, Samsung, and Apple. Regarding categories, "electronics and games" had 3,198 mentions (6.9%), "supermarket and beverages" 2,165 posts (4.7%), "fashion and beauty" 1,875 comments (4.0%), "home/furniture" 975 conversations (2.1%), "travel/flights" 774 posts (1.7%), "home appliances" 693 interactions (1.5%), and "digital services/subscriptions" 689 mentions (1.5%).
When it comes to making a purchase, marketplaces attract the largest volume of purchase intent. In publications that declare the intention or completion of a purchase, 15% cite Amazon, Mercado Livre, Shopee, Magalu, or Americanas as the channel used. The use of official websites and apps appears in 8.6%, while Instagram and WhatsApp act as key support points, where consumers validate offers, ask questions, and access links.
Physical stores remain relevant for quick purchases or bargain items (3.5%). The theme of "discount" dominated Black Friday week: 44.9% of all surveys mention prices, promotions, or values in reais.
STILINGUE methodology by Blip
To conduct comprehensive social listening, monitoring was carried out across social media platforms such as X (formerly Twitter), Instagram, Facebook, YouTube, news portals, Reclame Aqui (a Brazilian consumer complaint website), Bluesky, blogs, and articles. The rankings presented reflect the volume of mentions associated with the event; that is, the volume of publications was only considered based on terms related to Black Friday (such as abbreviations) and were used as a filter. The number of unique users was also counted.
