Black Friday is expected to generate approximately R$ 15 billion in card transactions

More than 40% of Brazilians are expected to shop in the upcoming Black Friday, which will occur on November 28th, and has become one of the standout commercial dates in retail. This is shown by the latest research from Abecs, the association representing the electronic payment methods sector, conducted in partnership with the Datafolha Institute. According to the survey, 42% of Brazilians plan to purchase products or services on this date. On average, consumers plan to spend R$ 1,422, an amount 3% higher than that seen in 2024. In total, the amount transacted during the period is expected to reach R$ 14.9 billion..

The Brazilian consumer prefers using cards (credit and debit) as the main payment method. Cards are mentioned by more than half of the respondents (58%), combining credit and debit. The other payment methods, together, account for the 42% remaining. The preference for cards reaches 69% when considering only consumers from A/B classes.. Overall, among those who prefer to pay with a credit card, 85% plan to pay in installments.

Home appliances and electronics are preferred.

Home appliances (33%) and electronics (28%) lead the purchase intentions. According to respondents in the Abecs survey, 6% of purchases are expected to be for refrigerators and 4% for washing machines. Among electronics, cell phones still lead the purchase intention, with 9%. Television appears in second place, with 8%, the same rate as electronics in general.

Regarding the clothing category, the percentage reaches 26% of the purchase intention, mainly shirts and pants. Another 10% plan to invest in footwear. Other items seen in the survey are furniture (13%) and beauty/cosmetic products (4%).

Consumer Profile

Younger consumers stand out in purchase intentions: among those up to 34 years old, 53% plan to take advantage of the promotions, a percentage that rises to 57% in the 18 to 24 age group. When the focus is on the amount spent, the highest average tickets are found among people aged 45 to 59 (R$ 1,539) and 25 to 34 (R$ 1,486).

Among consumers who plan to shop on Black Friday, 46% are men and 38% are women. The main difference lies in the average spending amount: R$ 1,621 among men and R$ 1,185 among women.

Physical Store or E-commerce

Regarding the place of purchase, 55% (50% in 2024) of respondents stated they prefer physical stores, while 48% prefer e-commerce. Among the respondents, a minority (2%) stated they do not yet know.

Among those who prefer physical stores for their purchases are women (58%), people between 45 and 59 years old (65%) and over 60 (64%), in addition to consumers from Class C (57%) and D/E (69%).

E-commerce is the first choice for men (52%), people aged 25 to 34 (61%) and 18 to 24 (51%), and from classes A/B classes. (63%).

Regional Analysis

The North (56%) and Central-West (46%) regions lead the intentions to purchase products and services. Next is the Southeast with 38% purchase intention. The Northeast (44%) and South (37%) show the lowest rates.

Despite leading the purchase intention, the North region has the lowest estimated amount to be spent: R$ 1,146. Northeast (R$ 1,321) recorded values below the national average. On the other hand, the values for the Southeast (R$ 1.436), South (R$ 1.524) and Central-West (R$ 1.888) are above.

Regarding products and services they intend to purchase, similarly to the national view, appliances and electronics lead consumer preference across all regions. In the Northeast, 38% choose appliances and 24% electronics. In the Central-West, 31% opt for appliances and 38% for electronics. In the Southeast, the figures are 32% for appliances and 31% for electronics. In the Southern region, 29% of respondents intend to purchase appliances while 24% chose electronics. In the Northern region, most consumers stated they take advantage of Black Friday to purchase appliances (31%) and (38%) electronics.