This year's Black Friday moved the economy, Brazilian retail and also social networks. According to the survey of STILINGUE by Blip, multichannel platform aimed at creating digital experiences between brands and consumers through social listening and artificial intelligence, there were 117,218 publications in the period between November 1st and 30th, made by more than 35,914 users. The number of conversations had a potential reach of more than 1 billion people.
Black Friday week concentrated the period with the most publications, with 46.5 thousand conversations. Expressions such as “I bought”, “guaranteed”, “got it” and “completed the purchase” appear in 1,297 publications. Monitoring pointed out the Friday, November 28th, as the day with the most posts: 14.2 thousand.
In the analysis, Black Friday 2025 was classified as positive, where only 1.5% of mentions were perceived as negative, showing the frustration of internet users with the high prices on offers. Regarding comments about shipping, the pattern is similar: among 3,200 mentions on the subject, more than 60% had a positive tone and only 2% criticized the high cost.
"We saw a clear change in behavior before the date. At the beginning of the month, consumers were more rational, technical and focused on understanding the real value of offers. In the last week of November, closer to Black Friday, the conversation moves away from expectations and towards the purchase decision. With social listening, brands are able to follow these movements, understand the public's motivations and adjust their strategies more precisely. This is the role of social listening: transforming conversations into actionable insights," he says. Menedjan Morgado, Marketing Insights Manager at Blip.
Most mentioned brands and items
The survey showed that the top ten most mentioned brands were Amazon, Mercado Livre, Shopee, Magalu, Casas Bahia, Americanas, AliExpress, Carrefour, Samsung and Apple. Regarding the categories, “electronics and games” had 3,198 mentions (6.9%), “supermarket and drinks” 2,165 posts (4.7%), “fashion and beauty” 1,875 comments (4.0%), “home/furniture” 975 conversations (2.1%), “travel/tickets” 774 posts (1.7%), “household appliances” 693 interactions (1.5%) and “digital services/subscriptions” 689 citations (1.5%).
When buying, marketplaces concentrate the largest volume of intent. In publications that declare intention or purchase, 15% mention Amazon, Mercado Livre, Shopee, Magalu or Americanas as the channel used. The use of official websites and apps appears at 8.6%, while Instagram and WhatsApp act as key support points, where consumers validate offers, ask questions and access links.
Physical stores remain relevant for quick purchases or opportunity items (3.5%). The “discount” theme dominated Black Friday week: 44.9% of the entire collection mentioned prices, promotions or values in reais.
STILINGUE Methodology by Blip
To carry out comprehensive social listening, monitoring observed social networks X (formerly Twitter), Instagram, Facebook, Youtube, news portals, Reclame Aqui, Bluesky, Blogs and Articles. The rankings presented reflect the volume of mentions associated with the event, that is, the volume of publications was only considered based on terms related to Black Friday (such as abbreviations) and were used as a filter. The number of unique users was also counted.
