Confi Neotrust, a market intelligence company that monitors Brazilian e-commerce, released the results of cumulative online sales from Thursday (27th) to Sunday (30th). Revenue surpassed the R$ 10.19 billion mark, a result 7.8% higher than that recorded in the period from November 28th to December 1st, 2024 (Thursday to Sunday of last year's Black Friday week), when total revenue was R$ 9.39 billion. The data was extracted from Confi Neotrust's Black Friday Hora Hora Platform.
Nearly 56.9 million items were sold, totaling 21.5 million orders, 16.5% higher than the number of orders completed in the same period last year. The Top 3 categories that stood out the most during the period were TVs (with revenue of R$ 868.3 million), smartphones (R$ 791.2 million), and refrigerators (R$ 556.8 million). Among the highest-revenue products, the Samsung 12,000 BTU Inverter Windfree Split Air Conditioner led the ranking, followed by the Samsung 70-inch 4K Crystal Gaming Hub Smart TV and the 128 GB black iPhone 16.
For Confi Neotrust's Head of Business, Léo Homrich Bicalho, the consolidated balance of the four main days marks the best performance for e-commerce, surpassing the historical record of 2021, when revenue was R$ 9.91 billion. “The 2025 Black Friday battle was won in the intensity of the event's first 48 hours. The 2025 curve aggressively detaches from 2024‘s on Thursday and Friday, building the entire financial advantage for the period. On the weekend, the curves touch, indicating that the anticipation was so effective that it ’emptied” the purchase urgency on Saturday and Sunday, confirming the strategy of concentrating conversion efforts on weekdays," he explains.
For Bicalho, the day-by-day analysis reveals two distinct consumption behaviors. “At the turn of the event (Thursday and Friday), the strategy was clearly about volume and discounts: revenue grew by double digits (+34% and +11%, respectively) driven by an aggressive drop in the average ticket (-17% and -12%). This confirms that consumers took advantage of the offers to fill their carts with lower-value and fashion items,” adds the Head of Business.
However, according to the expert, the scenario reversed over the weekend. “Sunday (11/30) brought the most interesting insight: even with a drop in total revenue (-7.9%), the average ticket soared +18%, indicating that impulse purchases for lower-value items left the scene, giving way to more analytical purchases. This analytical buyer profile used the last day to finalize decisions on the higher-value-added items in the ranking, securing the absolute leadership of TVs (R$ 868M) and the strength of the White Goods line (refrigerators and washing machines), before the offers expired,” concludes Bicalho.
Day-by-day results
On Thursday (27th), the eve of Black Friday, national e-commerce reached revenue of R$ 2.28 billion, an increase of 34.1% compared to last year. The number of completed orders, in turn, was 63.2% higher, reaching 5.9 million against 3.6 million last year. The average ticket was R$ 385.6, a decrease of 17.87%.
On Black Friday day (28th), revenue was R$ 4.76 billion, half a billion reais higher than last year, a growth of 11.2%. The number of completed orders on that date was 28% higher, with 8.69 million against 6.74 million last year. The average ticket fell 12.8%, recording R$ 553.6.
On Saturday (29th), revenue was R$ 1.73 billion, a decrease of 10.7% compared to Saturday 2024, and the average ticket was R$ 459.9, 4.9% lower. The number of completed orders on Saturday grew to 3.77 million, a value 6.22% lower than the 2024 figure, which reached 4.02 million.
On Sunday (30th), revenue was R$ 1.36 billion, a decrease of 7.9% compared to the post-Black Friday Sunday of last year. However, the average ticket hit the mark of R$ 424.4, 18% more than in 2024. The number of completed orders, however, fell again compared to last year: 3.19 million in 2025 against 4.09 million in 2024, a reduction of 22%.
See the day-by-day revenue in the chart: link to access the high-resolution figure
