You know those days on the calendar when the day and month numbers are the same — like the upcoming October 10th (10/10)? These "double dates" are gaining prominence in Brazilian e-commerce. The phenomenon is so strong that, on many platforms, the sales volume on these days already rivals — and sometimes even surpasses — that of Black Friday itself.
The origin of this movement is in China, with the 11/11 campaign promoted by Alibaba. In Brazil, the practice has been gaining strength thanks to Shopee, which celebrates its anniversary on July 7th (07/07) and, in addition to that date, holds special promotions and discounts on all "double days" of the calendar, such as 08/08 and 09/09.
To avoid losing ground and falling behind, competitors have adopted strategies to stimulate consumption and directly address double dates (holiday celebrations).
Amazon, for example, adopted "Amazon Day," usually on the 15th of each month. Mercado Livre, using an advertising campaign with Neymar and Ronaldo Fenômeno as spokespeople, reduced the minimum purchase amount for free shipping in July—the month of Shopee's anniversary—from R$79 to R$19.
“It’s a real race among marketplaces to boost sales, stay ahead of the market, attract and retain customers. The consumer is the winner,” says expert Cláudio Dias, CEO of Magis5, a hub integrating more than 30 marketplaces in Brazil. “We see a ‘Black Friday’ every month,” he emphasizes.
Monitoring transactions from thousands of sellers, Magis5 recorded approximately 500,000 orders processed in a single day on July 7th—surpassing the volumes of Black Friday 2024. During peak hours, the operation reached 40,000 orders per hour, highlighting the need for automated processes and real-time management.
RETAIL CALENDAR RECONFIGURATION
"This change forces the seller to operate with a high-performance mindset year-round," Dias points out. "Online retail is no longer seasonal: it's continuous, competitive, and demands operational intelligence to capture opportunities every month."
"It's a reconfiguration driven by the big players, but one that directly impacts the seller who is connected to these large platforms," the professional points out.
For him, it's no longer just about selling well in November, during Black Friday. Today, it's necessary to be ready every month, with an efficient, automated, and agile operation to meet the demands of the major marketplaces. This is how sellers can take advantage of strategic dates, such as double dates.
“Magis5 connects the online store to major e-commerce platforms, centralizing sales management and automating manual tasks. This gives the seller complete control over inventory, orders, and prices in real time. Furthermore, they can easily create ads to make their products stand out during these times—a key differentiator for keeping up with the fast-paced promotional cycle that drives Brazilian e-commerce,” says the CEO of Magis5.
E-commerce potential in Brazil
According to the Brazilian Association of Electronic Commerce (ABComm), e-commerce in Brazil is expected to grow 10% in revenue this year, reaching almost R$ 225 billion. "For comparison, on the last November 11th, driven by Alibaba's dual-date strategy, marketplaces in China moved US$203.6 billion in a single day," Dias emphasizes.
"The data shows that we are facing a new cycle in Brazilian e-commerce," concludes Dias. "Whoever masters these monthly sales windows, with technology and planning, will be ahead in the next decade."
