Three tips to turn Black Friday into sustainable revenue and loyalty

Turning Black Friday sales peak into recurring revenue is one of the main challenges of e-commerce in Brazil. According to data released by the Infomoney website and carried out by Betalabs Technology, the period saw R$ 9.3 billion in transactions in 2024, up 10.5% from a year earlier.

Recurring consumption is also on the rise.According to a survey by E-Commerce Brasil, conducted in April 2025, with data from Betalabs Tecnology, 74% of Brazilian consumers already subscribe to at least one service. Already a study by NielsenIQ in partnership with Amazon Brazil shows that 45% of consumers have some prime or premium service, 80% have already joined streams and 77% sign or consider signing prime/premium packages in e-commerce.

In that context, Luan Gabellini, co-founder and CEO of Betalabs Tecnologia and an expert in e-commerce and recurring sales models, he reinforces that Black Friday should be seen as a strategic opportunity to increase not only traffic, but also customer trust and loyalty.“It is the ideal time to show the consumer that the brand delivers value even after the” promotion, he comments. 

The following is a discussion of three key strategies for leveraging growth:

1. Take advantage of Black Friday to encourage the purchase of your recurring services

With 74% of Brazilian consumers already subscribing to at least one recurring service, Black Friday is a strategic opportunity to convert occasional buyers into loyal customers. Offer subscription plans or special packages during the promotion period, highlighting benefits such as convenience, exclusivity and economy, to ensure that the one-off sale turns into continuous revenue throughout the year.

2. Explore consumer choice for digital signatures

As 68% of Brazilians already use some kind of digital service, according to a survey by Opinion Box in partnership with Vindi, Black Friday is an opportunity to highlight subscription offers and digital products. It is possible to offer combined packages, exclusive conditions or additional benefits to those who join during the promotion period, transforming the single purchase into a continuous relationship and increasing customer loyalty.

3. Take advantage of the appreciation of curation in digital services of the Brazilian consumer

According to a study by TiInside, conducted in September 2025, the Brazilian consumer is open to new formats of digital services, especially when they offer curation, practicality and time savings. The survey also indicates that 49% of cancellations happen due to dissatisfaction, reinforcing the importance of quality experiences for loyalty. With this, Luan Gabellini warns that the impact of Black Friday should not be only momentary, and that the real gain is in transforming this flow into a lasting relationship, offering curation, practicality and saving time to the consumer.

To reinforce the importance of taking advantage of Black Friday as a loyalty strategy, we, Gabellini concludes that: “A Black Friday needs to be seen as a gateway. It is the moment when the customer tests the brand and, if it is well served, is more likely to remain. Companies that offer exclusive benefits and consistency in service can extend the effect of the date throughout the year.”