Confi Neotrust, a market intelligence company that monitors Brazilian e-commerce, released the results of accumulated online sales from Thursday (27) to Sunday (30). Revenue exceeded R$ 10.19 billion, a result 7.8% higher than that recorded in the period from November 28 to December 1, 2024, Thursday to Sunday of Black Friday week last year, when the total revenue was R$ 9.39 billion. The data were 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/freezers (R$ 556.8 million). Among the products with the highest revenue, the Samsung 12,000 BTU Inverter Windfree split air conditioner led the ranking, followed by the Samsung 70-inch 4K Smart TV, Crystal Gaming Hub model, and the black 128GB iPhone 16.
According to Léo Homrich Bicalho, Head of Business at Confi Neotrust, the consolidated results for the four main days mark the best performance in e-commerce, surpassing the historical record of 2021, when revenue reached R$ 9.91 billion. “The Black Friday 2025 battle was won with the intensity of the first 48 hours of the event. The 2025 curve aggressively diverges from 2024 on Thursday and Friday, building the entire financial advantage of the period. Over the weekend, the curves touch, indicating that the anticipation was so effective that it 'emptied' the urgency to buy on Saturday and Sunday, confirming the strategy of concentrating conversion efforts on weekdays,” he explains.
According to Bicalho, day-to-day analysis reveals two distinct consumer behaviors. “At the turn of the event (Thursday and Friday), the strategy was clearly one of volume and discounts: revenue grew by double digits (+34% and +11%, respectively) driven by an aggressive drop in the average ticket price (-17% and -12%). This confirms that consumers took advantage of the offers to fill their carts with lower-value, fashion items,” adds the Head of Business.
However, according to the expert, the scenario reversed over the weekend. “Sunday (November 30th) brought the most interesting insight: even with a drop in total revenue (-7.9%), the average ticket price skyrocketed +18%, indicating that impulse purchases of lower-value items have given way to more analytical purchases. This profile, of the analytical buyer, used the last day to finalize purchases of the highest-value items in the ranking, guaranteeing 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.
Daily results
On Thursday (27), the day before Black Friday, national e-commerce reached a turnover of R$ 2.28 billion, up 34.1% compared to last year. The number of completed orders, in turn, was 63.2% higher, reaching 5.9 million compared to 3.6 million last year. The average ticket was R$ 385.6, a decrease of 17.87%.
On Black Friday (28), revenue was R$ 4.76 billion, half a billion reais higher than last year, a growth of 11.2%. The number of orders completed on that date was 28% higher, with 8.69 million compared to 6.74 million last year. The average ticket fell 12.8%, registering R$ 553.6.
On Saturday (29), revenue was R$ 1.73 billion, a decrease of 10.7% compared to Saturday 2024, and the average ticket, R$ 459.9, 4.9% lower. The number of orders completed on Saturday grew to 3.77 million, a value 6.22% lower than the 2024 figure, when it reached 4.02 million.
On Sunday (30), revenue was 1.36 billion, a drop of 7.9% compared to the Sunday after Black Friday last year. However, the average ticket hit R$ 424.4, 18% more than in 2024. The number of completed orders, however, fell again compared to last year: there were 3.19 million in 2025 against 4.09 in 2024, a reduction of 22%.
Check out the daily revenue chart: link to access the high-resolution image.
