Black Friday 2025: Revenue increases by 12% and Pix usage surges by 56%, according to a TOTVS survey.

Black Friday continues to prove its relevance to national retail, and 2025 was no different. A survey conducted by TOTVS through the VarejOnline by TOTVS platform indicates a 12% growth in retailers' revenue during the Friday, compared to 2024. The data, which analyzed the performance of thousands of system clients across Brazil, demonstrates not only consumer confidence but also a strategic maturation on the part of retailers.

The protagonist of this date in 2025 was sales via Pix, which showed a significant increase of 56% compared to 2024. Credit cards remain a strong pillar, also showing solid growth of 27%. In contrast, the use of cash saw a decline of 12%, signaling a clear and definitive transition to digital.

The survey by the VarejOnline by TOTVS platform details that sales volume and average ticket grew by 5%, while the discount offered by retailers increased by 14%. This combination indicates more cautious consumer behavior, as they are now adept at identifying seasonal promotions yet still avoid excessive purchases.

The date, once seen as a simple opportunity for inventory clearance, is now one of the most anticipated and planned moments of the year. “This year's numbers show not only that Black Friday has firmly won over Brazilians, but also that retailers have learned to prepare strategically,” analyzes Elói Assis, Executive Director for Retail at TOTVS.