Black Friday drives Christmas sales and shopping engagement strategies for 2025

Black Friday 2024 brought significant results for Brazilian retail with a growth of 16.1% in sales compared to the same period last year, according to data from Cielo. This move reinforces the importance of taking advantage of the market warming at the end of the year, both to leverage sales at Christmas and to plan strategies for 2025. But how can entrepreneurs maximize these opportunities?

According to industry experts, the key is to integrate short and long-term actions, using momentum to maintain customer engagement and ensure consistent results.“A Black Friday is just the beginning.The real difference is in how companies connect this campaign with Christmas and, from there, structure their planning for the following year,” says Fernanda Clarkson, CMO of SuperFrete.

Christmas represents one of the biggest sales opportunities of the year. According to Clarkson, an effective strategy is to leverage the data collected during Black Friday to create personalized campaigns that increase customer loyalty.“Using remarketing tools to engage consumers who have bought or shown interest in Black Friday can be decisive in converting these interactions into new sales at Christmas,”.

Another key point is to explore differentiated promotions, such as gift kits or free shipping for orders over a certain amount, these strategies encourage larger purchases and add value to the consumer experience.

In addition, ensuring efficient logistics is indispensable. The holiday period requires agility in delivery, which can be a challenge for many businesses.“Entrepreneurs need to review inventories, align logistics partners and create realistic delivery times.This not only improves the customer experience, but also reduces risks of returns or complaints,”.

While Christmas closes the sales cycle of the year, 2025 should be planned with a strategic vision. An important tip is to use the business calendar as a tool to map the main sales periods and align campaigns with the seasonality of the market.

“Companies that prepare in advance are more likely to succeed. Planning campaigns at least three months in advance allows you to adjust inventories, create marketing strategies aligned with market trends and make the most of each seasonal date,” highlights.

Another recommendation is to diversify sales channels. With the growth of marketplaces and the strengthening of e-commerce itself, entrepreneurs should evaluate which platforms generate more return and invest in integration strategies.“Marketplaces are great for attracting new customers, while e-commerce itself offers greater control over the brand and consumer data. The balance between the two is the key,”, CMO states.

However, entrepreneurs should be aware of inventory management and monitor sales performance in real time, thus allowing to identify products with higher output and adjust strategies as necessary.

Black Friday and Christmas are very important moments of the commercial calendar, and the learnings from this period will surely serve as a differential to build a solid and sustainable 2025,” concludes Fernanda.