Americanas' Black Friday promises up to 80% discount and points with the new Loyalty Program

Americanas is ready to deliver a Black Friday historic 2025 — and multiplied by four. The campaign will run from November 3rd to December 4th, with actions that maintain the event's momentum throughout the entire period: daily “Black Baskets” with special discounts and four Fridays of Black Friday prices, with up to 80% discount on a special selection of products.

The commercial strategy for the event anticipates the high demand expected for the period. “This is our first major event within the new growth phase, with a consumer-centric strategy, where customers will find a more fluid, complete, and straightforward shopping journey,” states Luiz Tavares, Vice President of Operations at Americanas.

For the biggest shopping season of the year, the company has reinforced its inventory and staff, with approximately 5,000 temporary workers operating in the eight distribution centers and 1,500 physical stores spread across all Brazilian states. It has also extended installment plans to up to 24 interest-free installments with the Cliente a card and expanded the online order delivery service, increasing the radius from 7 km to 10 km from the brand's physical units, in addition to the possibility of in-store pickup.

The experience will also be more agile and autonomous with self-service checkouts, which already account for 40% of transactions in stores where they are available, contributing to reduced queues and increased customer satisfaction.

”More than 30 million boxes with merchandise are being shipped to the stores, supplying over 40 categories with millions of products, from confectionery, personal hygiene, home items, toys, clothing, and stationery, to higher value-added products such as small appliances and technology," explains Tavares.

The company enters the main event of the year with two important sales and engagement levers: the Cliente a credit card., with exclusive benefits on purchases and up to 24 interest-free installments during the Black Baskets period; and the launch of the Cliente a Loyalty Program.

“We love solving people's lives and offering everything Brazilians love the most, but we want to go further. With the Cliente a loyalty program, we transform every purchase into a reward opportunity, creating a more advantageous, fun, and personalized experience,” reinforces Tavares.

New Cliente a Loyalty Program

The Cliente a. is the new Americanas loyalty program that turns every basket item into points and features a partnership with Dotz. Developed to strengthen the relationship with Americanas customers and boost operational profitability, Cliente a offers four ways to accumulate points:

· Personalized Missions with exclusive advantages based on the customer's profile, accessed via the program's application;

· Product-based Points, accumulating 1 point per basket item, on purchases starting from R$25, limited to 20 points;

· On the Second Purchase of the Month, customers who return to the store and make a purchase starting from R$50 will receive 100 extra points, during the program's launch period, which may be extended indefinitely.

· Point Offers on Selected Products (e.g., “Buy a Hair Dryer Brush and get 10 points”), which will be implemented in the program at a later date.

To participate, simply register on the exclusive and already available Cliente a application, for Android and iOS, and identify yourself with your CPF (Tax ID) at the time of purchase. Registration guarantees 20 welcome points and allows tracking of balance, purchase history, and available missions. The Cliente a loyalty program will be operational in all Americanas physical stores across the country starting October 31st, in time for customers to accumulate points on their Black Friday purchases.

AI-powered Supply and Logistics Fleet Expansion

To increase product availability in stores, Americanas has been intensifying the digital transformation of its supply chain by adopting the Relex platform, based on artificial intelligence. The tool has already reduced the stock-out rate for priority items by 50% and is being integrated with strategic suppliers. With more precise decisions on what, when, and how much to buy, the technology replaces manual processes and brings more agility and assertiveness to supply, efficiently connecting the links of the operation.

On the logistics front, the company expanded its fleet by 115% and increased shipment frequency by 60%, ensuring a continuous supply flow with distribution centers operating uninterrupted. Investments in intelligent routing solutions, which use real-time data such as traffic and vehicle capacity, also increase predictability and operational efficiency, especially during peak periods.

With the growth of flash offers with free shipping and the announcement of promotional actions with fast same-day delivery, such as “Bought, Arrived,” the company has expanded its cloud of delivery personnel and predicts an increase of up to 200% in the flow of message-based communication between delivery personnel and stores during the shopping period.