The Black Friday 2025 season has consolidated a new standard in brazilian e-commerce: sales remain strong at the peak, but the most relevant performance happens throughout November more than R$ 10 billion in online sales on Black Friday 2025 (between November 28 and December 1), according to data from Confi Neotrust.Abiacom (Brazilian Association of Artificial Intelligence and E-commerce) designed a growth of 14,74% about 2024, with a turnover greater than R$ 13 billion, but sales do not consolidate only in the last weekend of the month.
“A Black Friday has evolved into a strategic milestone of the digital retail calendar. Consumers are more intentional, informed and prepared to buy & O. E. and retailers have responded with more robust experiences, better personalization and omnichannel communication”, he says Fernando Mansano's, President of ABIACOM.
The Black November it moved more than R$ 30 billion between November 1st and 23rd, proving the strength of the extended campaigns. Edrone customers in Brazil who bet on early promotions generated R$ 187.592.385 61% growth compared to 2024 2024 while the volume of orders advanced 60%. Black Week, in turn, maintained the leading role and recorded 128% results over an average week of 2025, with sales of the additional SMS 10T, with 1 million being carried out of the segment of the Health and the 1st, via automation via the 1st month, via the 1st and WhatsApp 1st.1st.
The advancement of multichannel communication is a trend towards higher conversions e-mail it follows as a pillar by scope and scale, but SMS and WhatsApp they gained relevance as “boost” in critical moments, when urgency and resumption of intention make a difference. An example of this combination is the Muzazen, semi-jewelry e-commerce, which structured an automated strategy with email, SMS and WhatsApp to recover carts, reengage the base and sustain communication during the peak.In the period, the brand generated more than R$ 34 thousand in revenue with automations, besides more than R$ 9 mil via newsletter, with greater traction on instant channels: R$ 15.199,55 in SMS and R$ 14.204,22 in WhatsApp.
“A edrone helped a lot! We managed to recover several customers who were standing still and this reflected directly in our billing, especially on Black Friday, when we had a very significant increase”, he says Isabel Albach, founding partner of Muzazen.
The data points out that for 2026, winning November should depend less on “an action on the” day and more on continuous execution: extended calendar, automation and integrated communication 'WITH email sustaining volume and SMS and WhatsApp accelerating conversions when the customer is more likely to decide.
