Black Friday 2025 arrives surrounded by suspicion and caution. Data from the unprecedented survey of the Hibou, an institute specialized in consumer monitoring and insights, in partnership with Score Agency, reveal a more restrained consumption scenario: 55% of Brazilians have not yet decided if they will buy something and 31% already state that they do not intend to participate. Only 45% they declare that they go shopping, a fall of nine percentage points for 2024, when the index was 54%.
“This massive indecision of 55% is a wake-up call for retail. The consumer does not want more of the same. He is more attentive, more on standby, only moves in the face of real opportunities and not false promises of discount”, he analyzes Ligia Mello, Hibou CSO.
The challenge of doubt: the most rational and least impulsive Brazilian
The behavior reveals an increasingly calculating consumer. Only 7% they leave to search for prices on Black Friday day, while 42% they write down values before the event to compare and ensure that the discount is real.
Planning has been growing: 22% they began researching at August and September, 17% at the beginning of November and 19% wait for the week of the date. Even so, 21% they admit that they do not usually research prices, a picture of the parcel that remains vulnerable to the“ lightning-offers.
The main motivation is personal: 88% those who will buy intend to gift themselves, while 7% they claim they will take advantage of the date to purchase an expensive product they wouldn't buy outside of Black Friday.
The hunt at the perfect price: discount is king, free shipping is crown
The price/discount remains sovereign, influencing 83% of consumers, then come free shipping (42%), brand (35%) and reviews from other buyers (24%). PIX discount appears with 14%, signaling a growing trend. Items such as promotional bundles (13%), physical store experience (10%) and cashback (6%) have little impact.
When researching, 47% seek price comparisons (historical), 34% access brands' official websites and 27% observe the discount percentage informed (e.g.,“30% OFF”).
“O Brazilian is on the brakes and eye on profit. He is no longer seduced by narratives.Wants clarity in price, trust in the channel and immediate advantage”, comments Ligia Mello, Hibou CSO.
For Albano Neto, Chief Strategy Officer at Score Agency, the movement represents a profound change in the relationship between brands and people:
“A Black Friday is no longer an impulse event and has become a test of confidence. The Brazilian has learned to account, compare and wait. Today, he only moves when he feels that the promotion makes sense not only in his pocket, but in the way the brand delivers value and truth.”
The dreams of consumption in check: cell phone and TV lose breath
Even with the containment scenario, the cellphone it is still the most dreamed item (12%), followed by TV (10%), refrigerator (8%) and perfume (7%). In 2024, these products had much higher intentions: mobile phones (20%) and TVs (18%), revealing a significant drop in appetite for high-value items.
Nas general shopping categories, leaders are apparel (31%), home appliances (30%), pet supplies (28%) and housewares (26%).
The presence of pets marks a relevant behavior change: 19% of respondents claim to buy something for their animals, a new data compared to the previous survey.
Lower spending: spare time, not luxury
The majority of consumers intend to spend between R$250 and R$1,000, while only 2% they claim they will spend more than R$6,000.
The impulse for large acquisitions lost strength: those who said they wanted to take advantage to buy an expensive product that you would not buy out of date fell from 14% (2024) to 7% (2025).
Besides, uh 47% they claim they will only buy if they find a good opportunity, Reinforcing the most rational and selective consumer profile.
Escape from physical consumption: digital dominates
Digital remains the dominant channel. 61% consumers will make purchases at multi-brand marketplaces such as Mercado Livre, Amazon, and Shopee, 40% Please provide the Portuguese text you would like translated. "em" is a very common word and needs context. brands' official websites and 26% Please provide the Portuguese text you would like translated. "em" is a very common word and needs context. marketplaces of major retail chains such as Magalu and Fast Shop.
In physical stores, behavior remains diverse: 39% are likely to buy in well-known street stores, 35% Please provide the Portuguese text you would like translated. "em" is a very common word and needs context. shopping malls and 31% they say they'll browse and take advantage of opportunities. Only 11% they do not intend to buy in a physical store.
When the theme is delivery, 37% say that either does the format, as long as the shipping is free, 22% prefer delivery within seven days, 15% value scheduled delivery and 13% would like to receive their orders on the same day.
Brands in dispute: Free Market fires, Shopee jumps
In the perception of consumers, the Mercado Livre it is the brand that makes the best Black Friday, cited by 16% of respondents, almost double that of 2024 (9%).
Right behind you come Amazon (15%), Magalu (11%) and Shopee, which had the most significant leap: from 2% to 10% in one year.
Among the traditional brands, Electrolux (6%), Samsung (6%), Casas Bahia (5%) and Zeedog (5%) maintain prominence.
Skepticism grows: 12% see Black Friday as pure showcase
Although 66% still believe in big discounts and 45% value the comparison of products on sale, 12% they say Black Friday is just a product disclosure strategy, more than double from 2024, when the index was 5%.
Consumers look at price history, analyze reputation, and decide based on evidence, not just ads or influencers.
Social media become the new shopping center
The social networks they are now the main channel for discovering offers (56%), followed by app ads (29%), search engines (26%), broadcast TV (25%) and marketplaces (22%).
A indication of friends still carry weight (21%), but influencers (11%) and artificial intelligence (2%) have limited impact on the buying journey.
Sustainability and purpose come as tiebreaker criteria.
Social awareness begins to influence consumption: 51% state they prefer brands with social and environmental initiatives, while only 8% they disagree with this statement. The data reinforces that price remains essential, but values & trust they are already part of the choice process.
Methodology
The research Hibou + Score Black Friday 2025 was conducted between November 1st and 6th, 2025, with 1,302 respondents Please provide the Portuguese text you would like translated. "em" is a very common word and needs context. digital panel across Brazil. The sample includes men and women, aged 18 and over, from social classes A, B, C, D and E. The margin of error is 2.7 percentage points.
