Black Friday 2025: Affiliates drive retail and tourism sales --- Here's a detailed explanation of the translation: **Black Friday 2025**: This phrase remains the same in both languages as it is a widely recognized term globally. **Afiliados**: This translates to "Affiliates." In a business context, affiliates are entities or individuals that have a marketing or promotional relationship with a company, often earning a commission for driving sales. **impulsionam**: This verb translates to "drive" or "boost." It indicates that the affiliates are having a significant positive impact. **vendas**: This word translates to "sales." It refers to the transactions or exchanges of goods and services. **no varejo e turismo**: This phrase translates to "in retail and tourism." "No" means "in," "varejo" means "retail," and "turismo" means "tourism." This specifies the sectors where the impact is being felt. So, the full translated sentence is: "Black Friday 2025: Affiliates drive retail and tourism sales." This preserves the meaning and context of the original Portuguese sentence while ensuring it reads naturally in English.

Awin, one of the world's largest affiliate marketing platforms, analyzed its platform results for Black Friday 2025 and identified a shift in consumer behavior. Instead of focusing solely on November 29th, consumers began taking advantage of offers throughout the entire month. Furthermore, performance-focused campaigns continue to gain strength, especially in sectors such as jewelry, tourism, sportswear, and electronics, driven by increased buyer trust in influencers who provide authentic recommendations coupled with genuine engagement.

Among the period's highlights, Awin's affiliate channel stood out in luxury retail – a category that recorded an average ticket above R$ 20,000 – with high penetration in sales of silver, gold, and sophisticated watches. Sportswear also excelled; the search for casual and sports sneakers boosted sales, already anticipating movement related to the 2026 World Cup. The tourism sector surprised with a jump of nearly 100% in sales. In electronics retail, the top performers were TVs over 50 inches, premium smartphones, video games, processors, and graphics cards.

The promotional format also followed trends. According to Awin, cashback remains the dominant strategy, but the growth of loyalty programs (+41.8%) and the prominence of influencers – with an average ROI of 16 in campaigns – indicate a new landscape. Brands prioritized formats that combine practicality, credibility, and financial incentive — such as cashback itself, popular "hidden gem" finds on social media, and content from niche creators, which played a significant role in campaigns throughout November.

Data from EY-Parthenon shows that 61% of Brazilians have their choices shaped by what influencers say, a percentage above the global average (45%). Meanwhile, research by MField with Opinion Box revealed that 56% of consumers have made purchases after campaigns with creators in previous Black Fridays. Genuinely connecting with the consumer is what turns a campaign into results. “When the audience trusts the influencer and sees real value in the offer, conversion happens much more efficiently,” states Rodrigo Genoveze, Awin's Regional Director for Latin America.

In terms of devices, over 60% of sales were made via smartphone. This data reinforces the need for brands to prioritize mobile-optimized experiences, which now account for nearly half of all conversions. With an increasingly multi-channel and fragmented purchase journey, the affiliate model stands out for its flexibility in capturing these opportunities at different touchpoints — from click to cart, whether on mobile or computer. According to the “Affiliate Marketing 2025” report published by eMarketer in partnership with Awin, 74% of leading companies already consider affiliate marketing a crucial part of their media strategy. “The great advantage of the affiliate model is that it offers scalability with efficiency. And with the strength of mobile, this becomes even more strategic. It's necessary to create new ways to reach the right consumer, at the right time, with a relevant and trackable offer. Brands that bet on strategic partnerships managed to maintain high performance with total cost control,” concludes Genoveze.