Black Friday: 5 Strategies to Build Loyalty Before Retail's Most Competitive Date

Amid the expectation for Black Friday, which takes place on November 28, brands are preparing for a scenario of high competition and increasingly demanding consumers. According to Google, 89% of people recognize the date, and six out of ten intend to buy some product. 

The sectors that should register high sales are electronics, fashion, beauty, toys and appliances, according to Abiacon (Brazilian Association of Artificial Intelligence and E-commerce). For the association, retailers should invest in early campaigns, targeted promotions and fluid shopping experiences, especially in the mobile environment and with attention to after-sales. 

Another study, by Kantar, reinforces that the atacarejo is already present in 80% of Brazilian homes and that 17% of purchases are made in promotion, an increase of 4.8 percentage points compared to the previous year. More revealing is the fact that consumers are 4.2 times more likely to change brand than channel, which makes relationship and experience decisive factors for loyalty at this time of year. 

For Leopoldo Jereissati, founder and CEO of All Set Communication & Entertainment agency specialized in in-house operations and retail media that serves companies such as Mercado Ads, Iguatemi and Nestle & the pre-Black Friday period is strategic precisely because of this. 

“Before competing for price, it is time to show value.When communication conveys attention, listening and personalization, the brand strengthens the relationship and generates real impact”, says the executive.  

Thinking about this scenario, check out five strategies to retain customers and boost results on Black Friday in any industry: 

1. Value the customer community

Before launching aggressive discounts, recognize who is already a loyal customer.Point programs, exclusive content and VIP experiences create emotional connection and differentiate the brand. 

According to Jereissati, personalization, engagement and socio-environmental responsibility are the new pillars of loyalty. “Companies that know how to align technology, strategy and empathy will be better positioned to win and keep customers in an increasingly competitive market”, he reinforces. 

2. Personalize experience

Use CRM data and purchase history to create tailored offers and messages.The consumer wants to feel that the brand knows and cares. 

A good example is Nike, which integrated artificial intelligence into the program NikePlus and increased customer lifetime value (CLV) by 30%, offering personalized recommendations and products, even sneakers with step-based biomechanical adjustments. 

3. Use the time period to listen to the customer

Before Black Friday, it is essential to know what the audience expects.Quick searches and active feedback channels demonstrate attention and help adjust communication and offers. 

“In the market, there are several ways to measure satisfaction, such as NPS (Net Promoter Score), CSAT (Customer Satisfaction Score) and CES (Customer Effort Score)”, explains Leopoldo.“Listening the customer is the first step to delight you.” 

4. Bet on omnichannel relationship

Integrating digital and physical channels ensures smoother buying journeys and increases the chances of conversion. 

Data from the Locomotive Institute and QuestionPro show that 70% of Brazilian consumers prefer direct discounts, while cashback has greater acceptance in the digital public. Already promotions of type “leve 2, pay 1” work better in supermarkets and fast fashion, which reinforces the importance of adapting the strategy by channel. 

5. Reinforce the purpose of the brand

The Black Friday 2025 consumer wants more than price. Showing values, purpose and positive impact, social, environmental or cultural, is essential to gaining loyalty. 

Nexus research reveals that 6 out of 10 Brazilian consumers have stopped buying products in the last two years due to ethical or conduct issues of the brands. The main reasons are: disrespect or discrimination (47%), corruption (42%), negative environmental impact (32%) and politicization (26%). 

With the most attentive and demanding consumer, Black Friday is no longer just a race for discounts and has become a relationship test. Brands that start building bonds will now be better positioned not only to sell more, but also to retain loyalty for longer.