The Brazilian promotional calendar has undergone a transformation in recent years. The so-called double dates, 7.7, 8.8, 9.9, originating in Asian e-commerce, have gained space in the strategy of national retailers and have become part of the consumer's shopping routine. However, recent data from Google shows that Black Friday remains the main promotional reference in the country, maintaining its relevance even in the face of the fragmentation of the sales calendar.
The research revealed a scenario that challenges the perception of promotional saturation: while 89% of Brazilians are familiar with Black Friday, only 24% are familiar with double sales dates. Even more significant is the data on purchase intentions: more than 60% of consumers have specific plans for November, with an expected average spending of R$ 600 per person.
“What we’ve observed is an interesting behavior from the Brazilian consumer. Even with more promotional opportunities throughout the year, Black Friday still concentrates the largest volume of expectation and financial planning. It’s a date that has gone beyond the promotional aspect and has become a consumption ritual in the country,” analyzes Bruno Cunha, co-founder of Kipiai .
The research also revealed that 54% of Brazilians save money specifically for Black Friday. This targeted financial planning suggests that the date holds a special status on the calendar, functioning almost like a "13th salary" for consumers.
Strategy beyond price.
For brands, this scenario presents both challenges and opportunities. Double dates have created a dynamic of more frequent promotions, which can lead to promotional fatigue, but has also opened up space for strategies of continuous relationship building with the consumer throughout the year.
“The strategy shouldn’t view double dates as competitors to Black Friday, but as complementary tools. They can, and should, serve to warm up the brand and test products, while Black Friday continues to be the moment of highest conversion and average order value,” explains Cunha.
Maintaining Black Friday's leadership also reflects a cultural issue. The date arrived in Brazil more than a decade ago and has become established as part of the consumer's imagination, creating expectations that go beyond the simple search for discounts. The period has become a window of opportunity for both large purchases and for anticipating end-of-year shopping.
The expected average ticket price of R$ 600 reinforces the planned nature of Black Friday, where consumers allocate part of their budget to strategic purchases concentrated in a specific period.
"Retailers need to understand that each promotional moment has its function in the sales funnel. Double dates can work on awareness and consideration, but Black Friday is still where the most structured purchase decision happens," concludes the expert.
