Black Friday 2025 promises to surpass R$9 bi in sales: see how to prepare your strategy

Black Friday is no longer just a day of discounts and today is treated as a season that moves the entire market. In 2024, Brazilian e-commerce earned R$9.3 billion in the period, according to Neotrust Confi estimate, and the expectation is for further growth in 2025. With digital at the center of decisions, the challenge of brands goes beyond prices: it is necessary to gain attention in a saturated environment and prepare channels and teams in advance.

“Many companies still operate in general confusion, leaving to set up campaigns at the last minute and depending on the paid media. This improvisation raises costs, compromises the shopping experience and affects the brand reputation. The secret of success is in structuring well the three phases PRE-launch, launch and post-launch”, says Rafael Kiso, founder and CMO of the mLabs, leading platform in social media management in Latin America.

Step 1: Pre-release (13 October to 15 November)

The executive reinforces the relevance of the pre-launch. “With five weeks of duration, this is the most important phase to prepare the ground. The goal is not to sell immediately, but to attract and warm up the base of potential customers, generating qualified leads”. Among the recommended actions are targeted content, such as lists of tips, reactions to trends and answers to the questions most sought by users.

Another central point is the capture of contacts. The integration of CRM and conversion API allows you to collect primary data, reducing the dependence on paid ads. Formats such as Lead Ads also help by facilitating the filling of information and allowing quick contact via WhatsApp. Complement this step the audit of online reputation, the stimulus to user-generated content (UGC) and the work with digital influencers.

Step 2: Launch (16 to 28 November)

With the event in progress, the focus becomes conversion. The dispute for attention is intense and media costs rise, so the previously heated audience gains prominence.

Live Shopping is one of the most effective strategies, combining entertainment, product demonstration and real-time interaction. Another priority is ads in formats such as Reels, optimized by artificial intelligence, which increase the performance of campaigns. In addition, fast service is essential: the Brazilian expects responses within 1 minute on WhatsApp and in 10 minutes on Instagram, requiring teams prepared to not lose sales to the competition.

Step 3: Post-release (29 November to 6 December)

The period after Black Friday should be used to retain buyers and deplete stocks. One of the recommendations is to use CRM to identify who bought and create remarketing campaigns with cross-selling or up-selling offers, such as suggesting a blouse for those who bought a pair of pants.

Loyalty programs, such as exclusive cashback for the next purchase, help extend the customer relationship and stimulate referrals. Already the creation of exclusive groups, such as “best friends” on Instagram, can be an efficient way to engage high-value consumers with differentiated promotions and direct communication.

“POST”O is decisive, because it is at this moment that the brand can transform an isolated purchase into a continuous relationship. Whoever takes advantage of this phase increases customer value and creates opportunities for indication and recurrence”, highlights Kiso.

Black Friday 2025 will be an intense race for attention and conversion. Companies that start early, structure their steps and understand the habits of the public will have a decisive advantage in the biggest shopping season of the year.“A brand that treat Black Friday as part of its annual strategy will turn point sales into sustainable growth”, concludes Kiso.