This year's Black Friday moved the economy, Brazilian retail and also social networks. STILINGUE by Blip, a 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 01 and 30, carried out by more than 35,914 users.
The week of Black Friday concentrated the period with more publications, with 46.5 thousand conversations. Expressions such as “comprei”, “guaranti” and “fechei a buys” appear in 1,297 publications friday, November 28, as the day with the most posts: 14.2 thousand.
In the analysis, Black Friday 2025 was rated positive, where only 1.5% of the mentions was perceived as negative, showing the frustration of netizens with the high values in the offers. Regarding comments on freight, the pattern is similar: among 3,200 mentions on the subject, more than 60% had a positive tone and only 2% criticize the high cost.
“We saw a clear change in behavior before the date. At the beginning of the month, the consumer was more rational, technical and focused on understanding the real value of offers. Already in the last week of November, closer to Black Friday, the conversation goes out of expectation and goes to the purchase decision. With social listening, brands can track these movements, understand the motivations of the public and adjust their strategies more accurately. This is the role of social listening: turn conversations into actionable insights.”, he says Menedjan Morgado, Marketing Insights Manager at Blip.
Most cited 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 beverages” 2,165 publications (4,7%), “moda and beauty” 1,875 comments (4,0%), “casa/furniture 975 conversations (2,1%), ”travel/passages“ 774 posts (1,7%P), 13333,33 interactions (15).13.
When buying, marketplaces concentrate the largest volume of intention. In publications that declare intention or realization of purchase, 15% cite Amazon, Mercado Livre, Shopee, Magalu or Americanas as the channel used. The use of official websites and apps appears in 8.6%, while Instagram and WhatsApp act as key points of support, where the consumer validates offers, asks questions and accesses links.
Physical stores remain relevant for quick purchases or opportunity items (3,5%). The theme “discount” dominated the week of Black Friday: 44.9% of all the catch mentions prices, promotions or values in reais.
Methodology STILINGUE by Blip
To make a comprehensive social listening, the monitoring observed the social networks X (formerly Twitter), Instagram, Facebook, Youtube, news portals, Complain Here, 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 from the terms related to Black Friday (as abbreviations) and were used as a filter. There was also the accounting for the number of unique users.
