Black Friday 2025 in supermarket retail: how to turn intention into real results

Black Friday remains one of the most relevant dates in the promotional calendar 2025 and should further consolidate this trend. According to a Google survey in partnership with Offerwise, 39% of Brazilians plan to spend more than the previous year, 48% already have a list of desired purchases and 54% claim to be saving money specifically for the date. 

In the supermarket sector, the scenario is also promising. A study by Scanntech, based on data from Google Offerwise, points out that 81% of consumers who took advantage of promotions in 2024 intend to repeat the dose this year with emphasis on categories such as food, wines, coffees and perfumery. Already a survey by Rock Encantech revealed that Black Friday generated an increase of up to 30% in supermarket turnover in previous editions. 

For Americo Jose, managing partner of Cherto Consultoria and responsible for the area of corporate education, this movement requires preparation: 

“The consumer already knows what he wants. It is up to the supermarket to welcome this demand with intelligence: this means curation, customization, convenience and consistency. Whoever understands this, will sell more ”DO not only on Black Friday, but in the long-term relationship.” 

Next, Americo lists five essential paths for supermarkets who want to stand out in the dispute for attention and consumer pocket:

1. Anticipation is competitive advantage

In the supermarket, this can be translated into pre-campaigns with wish lists, exclusive pre-sales and targeted offers for strategic audiences (such as families or loyalty club customers). 

“Whoever arrives first in the mind of the customer has more chance of converting.” 

2. Curating increases the average ticket

Customers want solutions, not only products. Ready-made combos such as breakfast kits, cleaning or barbecue & DOI generate convenience and increase the value of the cart. 

“The supermarket can act as a guide for the consumer, suggesting useful and practical combinations for everyday life.” 

3. Customization is more effective than shouting price

More than mass advertising, what engages are targeted offers based on real consumption data. 

“Calling the customer by name and suggesting something that makes sense to them is much more effective than simply saying 30%‘.’ 

4. The digital is allied ¡same in the physical store

The journey is hybrid. The customer searches on mobile and ends in the store OR vice versa. The supermarket needs to act omnichannel, with integrated apps, geolocated coupons, smart lists and fast delivery or easy pickup. 

5. Logistics and exhibition are decisive in the last mile

In the store, positioning matters: strategic items must be in the so-called hot“zones” (entry, gondola tip, eye height). In digital, delivery needs to be fast: the consumer expects free shipping above a value, flexible scheduling and even quick commerce for essential items. 

“A Black Friday can be a game changer for the supermarket. But this only happens with planning. You need to know the customer, master data and create simple and personalized journeys. Discount everyone offers ”experience, few build.” 

Americo Jose is managing partner of Cherto Consultoria he has been working for more than 30 years with expansion and training projects, helping retail chains, franchises and industries to grow consistently, preparing managers and teams for the challenges of a constantly changing market.