Brazilian retail prepares for the highest revenue in Black Friday history: an estimated R$ 13.6 billion is projected to be moved during the official Black Friday 2025 week, according to a study by consultancy Gauge in partnership with agency W3haus (exame.com). This 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 effectively on Friday, signaling that the event extends throughout the entire month — which is already being called “Black November.”.
For brands, this new dynamic requires differentiated preparation: orchestration of campaigns across multiple channels, integration between media, content, and sales, and 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 the consumer decides based on much more than just price. Convenience, personalization, and experience are now essential pillars,” says Edmar Mothé, founding partner of Bio Mundo.
For the CEO of the Buddha Spa chain, Gustavo Albanesi, the month of November is a great opportunity to present the benefits of massage. According to him, during Buddha Spa's Black Friday, the consumer finds 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 the month, 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 it out:
The Novembro Zen Buddha Spa campaign will have two phases: until November 27th, various massages will have a 12% discount. On Friday (28th), the discount will be 20%, including individual and couple's Day Spa. For those spending over R$ 600, they will receive 1 session of Indian Head Massage.
And to close the campaign, the chain will offer on December 1st a Zen Monday, with therapies and products at a 17% discount.
Bio Mundo, a chain of stores specialized in natural products, bulk items, and sports nutrition, announces a special selection of supplements and bulk foods – the best-sellers and most sought-after by customers – with 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 health with high-quality products. The 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 the consumer decides based on much more than just price. Convenience, personalization, and experience are now essential pillars,” says Edmar Mothé, founding partner of Bio Mundo.
The LIVO Black Friday offers an excellent opportunity for consumers who need to renew or complement their eyewear collection, essential for daily life, yet often overlooked among consumption priorities during the promotional period.
On the e-commerce platform and in LIVO physical stores, located in São Paulo, Brasília, Porto Alegre, and Campinas, discounts on frames reach up to 60% compared to the original price, as well as several options with a reduced cost of 30% with free shipping, while supplies last.
Prescription glasses users will also have benefits, in addition to the frame discount. 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 points out that 7 out of 10 consumers state that a tailored offer increases their purchase likelihood.
- Early search: half of Brazilians start researching promotions more than 30 days in advance, which pressures retailers to anticipate campaigns and extend the offer window.
- New formats and channels: purchasing behavior expands beyond physical stores or traditional e-commerce, involving live commerce, platforms like TikTok Shop, WhatsApp, digital content from content creators, and search engines.
- Influence of content creators: 1 in 3 Brazilians states they have already purchased a product during Black Friday based on a content creator's recommendation.
- Changing categories: high-value-added electronics brands lose some of their immediate prominence, while fashion, beauty, perfumery, and everyday consumption items gain prominence in this edition.
