Black Friday — or, as the Brazilian retail sector has preferred to call it, Black November — is more than just a discount event: it is a barometer of consumption, trends, and market optimism. In 2025, expectations are high. According to projections from ABIACOM and studies by Gauge/W3haus, e-commerce revenue is expected to reach between R$ 13.3 and R$ 13.6 billion, a growth of 14.7% to 16.5% compared to 2024, driven by an increasingly digital and mobile-first consumer.
Foreign trade figures reinforce this confidence. According to an analysis by Logcomex, a leading technology company for international trade, between January and August 2025, the total imported volume grew by 6%, while the FOB value of goods increased by 10% compared to the same period the previous year — a clear sign that retail is anticipating high year-end demand.
This anticipation by retailers is strategic, as the 2025 Black Friday consumer is more planned. Purchase intention studies reveal that over 70% of Brazilians begin monitoring prices more than 30 days in advance, seeking real discounts for higher-value products.
This year, the main bets are concentrated on fashion, beauty, and electronics, categories that showed the highest growth in both import volume and value. In Fashion and Beauty, perfume imports grew by 70% in volume and 43% in value, reaching US$ 91.8 million; footwear advanced by 52% in volume and 36% in FOB value (US$ 147 million); and t-shirts increased by 44% in volume and 34% in value (US$ 88 million).
In electronics, a historically dominant category during the event, the momentum remains strong. Smartphone imports grew by 8% in FOB value, totaling US$ 196 million and maintaining their lead among the most imported items. Video games, another symbol of year-end consumption, recorded a 20% increase and reached US$ 135 million in FOB value.
In the home appliances segment, the product mix highlights new consumer preferences: air fryers (+23% in volume; +13% in value; US$ 7.2 million) and refrigerators (+11% in volume; stable value; US$ 109 million) stand out, while ovens declined (–23% in volume; –27% in value; US$ 127 million).
Logistics infrastructure and the race against time
Logistics infrastructure remains one of the pillars for the success of Black Friday operations. The increased confidence of retailers is directly linked to the professionalization of foreign trade operations and the adoption of technological solutions that reduce risks, costs, and logistics lead times.
Behind the scenes of the event, what is seen is a true race against time. Every step of the supply chain must be highly synchronized and data-driven. Tools that provide real-time shipment visibility and automate critical processes, such as customs clearance, enable importers and logistics operators to anticipate bottlenecks, optimize inventory, and ensure products are available at the time of purchase.
For Helmuth Hofstatter, CEO of Logcomex, the digitization of the supply chain and the increasing use of market intelligence are redefining competitiveness in the sector:
“During Black Friday, every minute counts. Our technology allows importers to know exactly where their cargo is, when it is due to arrive, and what actions can expedite the process,” says Helmuth Hofstatter, CEO of Logcomex. “This precision not only speeds up operations but also protects the retailer's cash flow: according to internal data, the use of data intelligence can reduce documentation errors and delay-related fines, generating operational savings of up to 15% in some cases.”
According to him, the integration of customs, logistics, and commercial data has been decisive for the sector. “Companies that can identify import trends and anticipate demand fluctuations gain a real competitive advantage. In this Black Friday, the key differentiator lies in connecting the end of foreign trade to the final consumer click,” he concludes.
