Black Friday 2025 kicked off with full force in Brazil. According to live data from Cielo, e-commerce recorded the best early morning in history, with 8,554,207 transactions processed—a growth of 29.8% compared to the period up to 6 a.m. on Black Friday 2024.
Brazilians waited for the calendar to turn to close deals. The peak in purchases so far occurred at midnight, with 476 simultaneous operations per second recorded. The indicators show a more prepared consumer willing to buy right at the start of the event.
Among payment methods, PIX stood out, with 73,947 transactions carried out solely through the online channel during the early morning, consolidating itself as an increasingly relevant option for fast, convenient, and secure purchases when made via a card terminal.
“Black Friday 2025 started at a historic pace. E-commerce had its best early morning, with significant growth in transactions and consistent digital demand. PIX gained even more ground among consumers, reinforcing speed and convenience as decisive factors in the purchasing journey,” stated Carlos Alves, Vice President of Business.
The data reflects Cielo's real-time operations, which continuously monitor consumer behavior in the country during the most important promotional period on the retail calendar.
