Pix gains ground and challenges credit cards in 2025 Black Friday, points out LWSA research

Pix is set to achieve unprecedented adoption in this year's Black Friday. According to the Purchase Intention Survey – Black Friday 2025, conducted by Tray, Bling, Octadesk and Vindi, units of LWSA, Pix advanced 15 percentage points over credit cards, rising to 38% in consumer preference as a payment method this year. Meanwhile, credit cards, while still leading, fell to 60% compared to 75% recorded in last year's survey.  Access the survey here.

According to Monisi Costa, Director of Pay and Banking at the Vindi payment platform, with new services like recurring Pix and installment Pix, in addition to scheduled, proximity, and traditional Pix, the trend indicates this method will continue increasing its share among consumer payment options. In the first half of 2025, it reached R$ 15.8 trillion, with 37 billion transactions, according to the Central Bank.

“Pix has already established itself as one of the main payment methods for Brazilians and has been playing an increasingly prominent role in Black Friday. Each year it gets closer to credit cards, especially due to its practicality and reduced cost for both merchants and customers,” she states.

However, she notes that entrepreneurs must be prepared to offer all possible payment methods to customers, and besides Pix and credit cards, debit and boleto are still used by a portion of consumers. 

60% plan to spend over R$500; electronics lead among preferred products

According to the 2025 Black Friday Survey, 70% of consumers are already financially planning and 60% intend to spend over R$ 500 in this year's Black Friday. Among respondents, 53% intend to take advantage of offers to purchase electronics, such as smartphones, mobile phones, games, smartwatches, and 44% for home appliances, such as refrigerators, air fryers, and microwaves. Clothing categories also stand out, with 39%, travel (26%), and beauty items (25%). “During Black Friday, consumers find the perfect moment to combine need and desire: replacing essentials, like a refrigerator, and fulfilling wishes, like that long-awaited piece of clothing. For online merchants, it's the great chance to turn purchases into experiences and build customer loyalty,” explains Thiago Mazeto, Director of Tray. 

Shipping remains a decisive factor in purchase decisions. Nearly half of respondents (48%) stated they abandon a purchase when faced with high fees, even when there are good promotions. The consumer journey is increasingly digital and mobile. Cell phones are used by 75% of consumers for online shopping. Among purchase channels, store websites (58%) and applications (52%) lead, while marketplaces are mentioned by 31%, and physical stores still maintain relevance for 29% of the public. 

“Today's consumers want convenience: they decide and complete purchases via their cell phones and expect to be served on the channel of their choice. This reality highlights that simplicity, speed, and service aligned with customer preferences are no longer differentiators in Black Friday, but basic requirements for winning and retaining customers,” states Rodrigo Ricco, Director of Octadesk. 

Final stretch for merchants to prepare

The months preceding the sales period are crucial for merchants and entrepreneurs to prepare for meeting high sales demand. According to Marcelo Navarini, Director of Bling, SMEs should forecast product demand, prepare inventory, and establish pricing strategies so that discounts do not compromise profit margins.  

“Black Friday has become the biggest sales month, and those who plan ahead and manage this moment well can convert it into sales and turn occasional customers into repeat buyers. It is a loyalty opportunity that marks the retail calendar,” states Navarini. 

*The study surveyed 1,018 consumers, aged 16 and above, from all over Brazil and all social classes, between August 6 and 27, 2025. The survey's margin of error is 3.1 percentage points.