For years, Christmas reigned supreme as the peak of commerce, but the advancement of digital and changes in consumer behavior have repositioned the calendar. Today, Black Friday is the most anticipated event in Brazilian retail.
According to Neotrust, online sales exceeded 7.1 billion reais in 2023, a growth of 15% over the previous year. Expectations for 2025 point to further expansion, supported by consumer confidence and increasingly sophisticated e-commerce strategies.
However, the phenomenon is not just about discounts. It represents a new model of purchase anticipation and relationship between brands and consumers. “Today's customer doesn't just want to pay less. They are very aware of price markups, so they seek discounts that are truly worthwhile. They research, curate their choices, and consider the overall experience, including the company's integrity,” says Daniela Costa, founder of Homedock, an online furniture and decor store. The expert adds that the period accounts for over 15% of the company's annual sales. “Black Friday has ceased to be a promotional action and has become a strategic operation, involving months of planning and integration of the entire supply chain,” she states.
For market analysts, Black Friday has indeed become a showcase of business efficiency. Brands that successfully combine technology, customer service, and delivery consolidate their reputation and increase the average transaction value. “It's a date that tests companies” execution capabilities and the public's level of trust," reveals Daniela. At Homedock, the period also boosts customer loyalty: more than half of the customers who purchase during the promotion return to buy in the following months.
This trend consolidates a new economic cycle in Brazilian retail. Companies structure their year around November, concentrating investments in marketing, technology, and inventory. Christmas, while still relevant, is now a natural extension of the consumption wave initiated by Black Friday because the calendar has changed, and with it, the way of selling and buying. Today, the discount is merely the starting point of a relationship that blends strategy, experience, and convenience—the new pillars of contemporary commerce.
“We are a company that was born and established itself in the digital environment, and we are part of a generation that understands consumption as a process that is not only emotional but also rational. We are committed to the event and will act strongly with seasonal collections and data-driven campaigns to capture audience behavior. This mapping will allow us to calibrate inventory and target offers in 2026 with greater precision,” concludes entrepreneur Daniela Costa.
