Black Friday 2025: Opportunities and Insights for Brands to Innovate During the Event

The growing demand from consumers during Black Friday generates an environment full of opportunities for brands to innovate in their strategies. According to PiniOn, a market research company specializing in competitive and behavioral data, 58% of Brazilians intend to take advantage of the date to consume in 2025.

Given the importance of the date, experts highlight 8 essential insights for Black Friday. Check:

1. AI as a strategic ally in e-commerce

“A Artificial Intelligence is transforming the way retail and e-commerce prepare for the date. By analyzing trends and identifying buying patterns, it allows brands to understand in advance which products will have the greatest demand and adjust not only their inventory, but also strategies. This means more predictability in a period marked by the high competitiveness of the E-commerce”, says Juliana Vital, Global Chief Revenue Officer of Nubimetrics, Sales intelligence platform that uses big data and AI transforming data into actionable insights, to sellers and big brands.

According to the executive, the use of AI goes beyond demand forecasting, it redefines the way brands compete within the marketplaces. .“Technology allows us to understand consumer behavior in real time and automatically adjust prices, descriptions and ads according to market changes. In this way, companies gain agility to react to trends and position themselves more strategically in searches, increasing visibility and conversion during Black Friday”, he adds.

1. More efficient logistics and deliveries

To handle the volume of orders, the nstech, the largest software company for supply chain in Latin America, offers more than 100 solutions that help companies optimize their operations, especially during periods of high demand such as Black Friday. One of them is Fast Shipping, a tool that simplifies the management of transportation in e-commerce. The company highlights features such as multichannel tracking, fast quotes and freight audit.In addition, the platform allows you to consolidate volumes and manage transportation tables. This facilitates the control of operations, ensuring greater efficiency in the delivery of products.

1. Digital fraud prevention

A Nethone, digital fraud detection solution, cited tips for companies and consumers to be aware of the date: price research before the date, check if it makes sense to receive content from a specific company, multifactor authentication, understanding user behavior, virtual card use and payment link verification.

For e-commerce and marketplaces, by requiring multiple authentication factors such as password, token and biometrics, companies can create additional layers of security, making life difficult for fraudsters. Understanding user behavior is also possible through behavioral analysis tools that use advanced algorithms to identify behavior patterns, such as typical access times, frequently used locations and even the way the user interacts with the interface. This allows detecting suspicious activities and acting before damage occurs.

1. Simplify the buying journey.

In such a competitive moment as Black Friday, it is essential to map the complete customer journey and optimize each step of this experience.“I always start by analyzing where the points of frustration are in the purchase journey. For example, if the customer finds it difficult to make a payment, to find information on the site, or even in support, your strategy is not as agile as it should be, and it is time to offer quick and proactive solutions to avoid the loss of opportunities. Keeping the flow simple is another crucial factor. Have you seen those long processes and full of unnecessary steps? They are the perfect recipe for withdrawals, and the secret is to make it easier, leaving everything to the maximum, leaving less intuitive and direct. Guru Digital Manager, Complete online checkout and sales management platform.

1. Data intelligence for payment transactions

With the expansion of online shopping and, consequently, the use of digital payment methods, checkout can become a risky operation for companies. Therefore, having solutions that can identify possible transactional fraud in an era when volume has an exponential growth is essential for the success of the retailer.

How does it explain Danilo Coelho, Director of Products and Data of the Quod, datatech that transforms data into intelligence for decision making, “one of the most common practices of scammers is to take advantage of bottlenecks in payment tools. Therefore, it is important to adopt solutions that use algorithms to validate large-scale purchases, without generating any friction and increasing security. This type of operation requires a large capacity for analysis at scale with agility and precision, protecting against blows while making the sales process more fluid, avoiding consumer withdrawal at the” checkout, he explains.

1. Market research as a strategic ally

Understanding what the consumer wants and when he wants to DO IS one of the biggest challenges of current retail. In this scenario, market research becomes a strategic ally, offering real-time data that helps companies decipher behaviors, predict trends and make safer decisions. On Black Friday, this reading of the public is decisive to adjust strategies, set prices and create more assertive actions, avoiding waste and enhancing results.

For Talita Castro, CEO of PiniOn, a market research company specialized in competitive and behavioral data, it is from research that brands can act with intelligence and agility.“The right data reveal opportunities that often go unnoticed. When companies listen to the consumer and translate these learnings into strategy, they gain precision, relevance and competitive advantage, especially in times of great movement in retail, such as Black Friday”, she highlights.

1. Preparation of physical stores for commemorative dates

Success in face-to-face retail during busy dates depends on detailed planning and organization.For Andre Seibel, CEO of Shopping Circuit, the largest popular shopping mall in Latin America, controlling inventory efficiently is the first step. Ensuring that the most sought-after products are available, avoids sales losses and improves the customer experience. In addition, the care of the store, from the exposure of products to proper signage, makes all the difference when it comes to attracting and engaging the consumer.

For the executive, another essential point is to train the team of attendants, preparing them to serve with agility, empathy and knowledge about the products. It is at this moment that the strategic understanding of how far it is possible to flex prices, ensuring competitiveness without compromising the margin. “For Black Friday, every detail counts: from the stock and the store's look to the service and the pricing policy. All this directly impacts customer satisfaction and sales performance”, he explains.

8. Fluid and intuitive store experience with Wayfinding

During peaks of movement such as Black Friday, the physical store can become a chaotic environment, damaging the brand experience and, consequently, reducing sales possibilities. To avoid this scenario, the thought of wayfinding (essentially, the art of guiding people through a space intuitively (in the design of the environment is fundamental.“A visual communication strategy and structured experience, not only guides the consumer clearly and objectively to the desired promotions, but also organizes the flow of people, minimizes the formation of temporary queues and creates a more pleasant and efficient purchase path,“, explains Silvia Kanayama's way and strategic environment.