Black Friday 2025 enters a new era: estimated sales of R$ 13.6 billion and the event transforms into “Black November”

Brazilian retail is preparing for the highest revenue in Black Friday history: an estimated R$ 13.6 billion is projected to be moved during the official Black Friday week of 2025, according to a study by consultancy Gauge in partnership with agency W3haus.exame.comThis amount represents a growth of approximately 16.5% compared to the previous year.

However, the landmark date “discount Friday” no longer holds the same prominence. The study indicates that only about one-third of the total sales volume is expected to occur on the actual Friday, signaling that the event now extends throughout the entire month — a phenomenon already being called “Black November.”.

For brands, this new dynamic requires distinct preparation: orchestrating campaigns across multiple channels, integrating media, content, and sales, and having teams skilled in digital marketing, data, segmentation, and real-time personalization.

“We are facing a new era for Brazilian retail. Black Friday is no longer a single-day event but is transforming into a continuous process throughout the month, where consumers base their decisions on much more than just price. Convenience, personalization, and experience are now essential pillars,” says Edmar Mothé, founding partner of Bio Mundo.

For Gustavo Albanesi, CEO of the Buddha Spa chain, the month of November is a great opportunity to present the benefits of massage. According to him, during Buddha Spa's Black Friday, consumers find not only prices but also the zen side of life. “Those who are unfamiliar are surprised, and regulars increase their frequency and try new therapies,” he says.

Across its more than 150 units in Brazil, the chain believes there will be an increase of up to 35% in November compared to October of the same year.

Within this scenario, companies like Buddha Spa, Bio Mundo, and LIVO are preparing to offer discounts throughout the month of November. Check them out:

Buddha Spa

The Buddha Spa Zen November campaign will have two phases: until November 27th, various massages will have a 12% discount. On Friday (28th), the discount will be 20%, including on individual and couple's Day Spa packages. Those who spend over R$ 600 will receive one Indian Head session.

To conclude the campaign, the chain will offer Zen Monday on December 1st, with therapies and products at a 17% discount.  

Bio Mundo

Bio Mundo, a chain of stores specializing in natural products, bulk items, and sports nutrition, announces a special selection of supplements and bulk foods – the best-selling and most sought-after by customers – at promotional prices during November, the special Black Friday month. In total, 33 of the most sought-after products by customers will have a 20% discount in November. 

This is an opportunity for those who wish to maintain a balanced diet and invest in their health with high-quality products. Promotions are valid until November 30th and subject to stock availability. 

“We are facing a new era for Brazilian retail. Black Friday is no longer a single-day event but is transforming into a continuous process throughout the month, where consumers base their decisions on much more than just price. Convenience, personalization, and experience are now essential pillars,” says Edmar Mothé, founding partner of Bio Mundo.

LIVO 

LIVO's Black Friday offers an excellent opportunity for consumers who need to renew or complement their eyewear collection, essential for daily life but often overlooked among promotional date priorities.  

On LIVO's e-commerce platform and physical stores located in São Paulo, Brasília, Porto Alegre, and Campinas, discounts on frames reach up to 60% compared to the original price, along with several options at a reduced cost of 30% with free shipping, while stocks last.

Prescription glasses users will also benefit, in addition to frame discounts. LIVO has prepared special offers on ophthalmic lens treatments. The treatments offered for free depend on the choice of lens applied to the frame.

Learn about the main transformations for Black November

• More rational purchases: beyond price, consumers increasingly value convenience, cost-benefit, and personalized offers. The study indicates that 7 out of 10 consumers state that a tailored offer increases their purchase likelihood.
• Early search: half of Brazilians begin searching for promotions more than 30 days in advance, which pressures retailers to launch campaigns earlier and extend the offer window.
• New formats and channels: purchasing behavior is expanding beyond physical stores or traditional e-commerce, involving live commerce, platforms like TikTok Shop, WhatsApp, digital content from creators, and search engines.
• Influence of content creators: 1 in 3 Brazilians report having already purchased a product during Black Friday based on a content creator's recommendation.
• Shifting categories: high-value-added electronics brands are losing some of their immediate spotlight, while fashion, beauty, fragrances, and everyday consumption items are gaining prominence in this edition.