Twilio expert outlines preparations for Black November 2025

We are approaching the month of November and with it one of the busiest times for commerce, national and worldwide. For some brands, the whole month has promotional actions focused on intensifying sales, especially in Brazil, the famous Black November. There are also those brands that focus only on Black Friday and Cyber Monday. Anyway, the season demands preparations now in October to ensure unforgettable and fluid shopping experiences in November, as pointed out Tamaris Parreira, Country Director of Twilio Brazil.

Contextualizing consumption expectations, recently the data of the Purchase Intention Survey 2025 Black Friday, conducted by Tray, Bling, Octadesk and Vindi, which pointed out that 70% of people are already with planned purchases for Black Friday 2025 and that 60% of them should spend more than R$ 500.00 in the period, which is one of the busiest of commerce in Brazil and in the world.

The data also indicate that electronics are the most desired products (53%), with home appliances just behind (44%). In addition, there are indications that the consumer journey is increasingly digital, especially focused on purchases made by mobile (being the most used device for purchases 75%). Brazil seems to tend to buy more online, unlike markets such as the USA, where there is still a lot of turmoil in physical stores during the period.

Another interesting factor is that for Brazil, the PIX already has great representativeness as a means of payment. This year, it should be used by 38% of consumers, and last year this value only reached 23%.

“Based on this data, it is possible to conclude that it is necessary to meet several planning points to ensure that shopping experiences are relevant. For example, with preference guidelines that talk about digital consumption journey, promotions designed with a focus on free shipping can be interesting, as well as investments in ads that focus on online purchases. If the mobile phone is where consumers intend to buy, direct messages can ensure greater focus and attention than those that come by other means”, explains Tamaris.

In addition, she points out that if the PIX has been growing, companies need to be ready to offer this purchase channel to their customers, because it is necessary to follow the market movements.“It is almost impossible not to have joined the PIX currently, but it is not only a matter of having the option, but of observing the possibility of working with it in the purchase strategy offering discount, for example, or even guaranteeing cashback, among other strategies”, We adopt in our WhatsApp Business solution, in partnership with Meta, the payment by PIX via WhatsApp natively, in the Twilio/Pay model making the purchase experience a more fluid.“

Another relevant point is that retailers usually have contracts with companies that carry out their communications, providing infrastructure for sending messages through service channels, such as SMS, RCS and WhatsApp, for example. In this case, you must pay attention to whether these companies are prepared for the increase in traffic of this period, otherwise promotional and relationship messages may not arrive in time to guarantee sales.

To understand the volume of traffic, in 2024, the Twilio SendGrid platform, responsible for sending email communications, processed more than 65.5 billion emails during the week of Black Friday and Cyber Monday, starting on the morning of November 26 and ending on the night of December 2. This represents a growth of 15.6% in the overall volume of the holiday week compared to the previous year. 

On Black Friday, specifically, there were more than 12 billion emails in a single day, a growth of 13.5% over the previous year.In Cyber Monday, Twilio SendGrid processed 11.7 billion emails, which represents a growth of 14.2% over the previous year.

“Here in the company we adopted the HAP (Heightened Awareness Period, or extended awareness period, in free translation). With the focus on online shopping, this is crucial, especially when one is responsible for billions of messages like us. From the end of November until the beginning of January we start to closely monitor and adjust the transfer rate of messages (sending speed) to recipients in order to temporarily adjust the transfer rate to avoid congestion and delays in the network. This applies to any communication and it is important that brands are aware of this possibility in their messaging and communication service providers, explains the executive.

In addition, Segment data, collected over the years, indicate that shorter messages are better for engagement, just as WhatsApp is the preferred communication channel of Brazilians. “With this information, it is possible to think of efficient strategies to be prepared for a fluid dialogue with customers. If we combine this issue with a well-made customization, with assertive data from a first-rate data platform, it is possible to be engaging and create unforgettable experiences for an audience that already expects a lot from this DATE”, comments Tamaris.

For the executive, the month of October is the period to think about all these details and adapt. “This is an issue that directly impacts the return of this important sales period. If brands prepare well, it is possible to embrace the desire of customers and have great results!”, concludes Tamaris.