Black Friday: event generated R$ 6.3 billion in 2024, what professionals must do to ensure success in 2025

Black Friday has consolidated as the most important date for Brazilian retail, with digital sales totaling R$ 6.3 billion in 2024, according to Neotrust data.For technology professionals, digital marketing and retailers, this represents a huge opportunity, but also a challenge, such as ensuring that campaigns generate significant results without technical failures or performance losses.

To achieve success in 2025, it is critical that IT and marketing teams work together, anticipating demands, testing systems, and developing accurate strategies to engage audiences.

1. Technical preparation: scalability and stability are priority

One of the biggest risks during Black Friday is the site going down or slow, which can compromise thousands of dollars in sales. According to IDC, more than 70% of Brazilian consumers give up the purchase when finding flaws in the site.

Therefore, technology professionals must ensure that the infrastructure supports access peaks, using cloud computing solutions that allow you to increase resources dynamically.In addition, the use of tools such as Content Delivery Networks (CDNs) helps distribute traffic and reduce page load time.

In this context, the appropriate choice of hosting websites it is crucial, as it directly impacts the speed and stability of the digital platform. Investing in services that offer high availability, 24/7 support and scalability can be the differential between sales success and failure.

Security cannot be overlooked, as attempts at cyberattacks often increase during the date.The implementation of protocols such as HTTPS, with SSL certificate, continuous monitoring and multi-factor authentication are essential to protect customer data and brand reputation.

2. Integrated and customized digital marketing strategies

On the marketing side, the focus should be on smart targeting and creating offers that truly generate value for the consumer. According to NielsenIQ research, 68% of Brazilians prioritize personalized promotions that are aligned with their interests.

Multichannel campaigns, involving email marketing, social networks, influencers and paid ads, are key to reaching different audiences.In addition, remarketing strategies help win back customers who visited the site but did not finalize the purchase.

Another important point is the transparency and clarity in the communication of promotions, which avoids frustrations and increases consumer confidence. The use of real-time data analysis tools allows you to adjust offers and prices during the campaign, boosting the results.

Black Friday is a great opportunity to increase revenue, strengthen the brand and win loyal customers. But for this, technology and digital marketing need to be aligned and prepared to act quickly and accurately. The combination of robust infrastructure, enhanced security and personalized strategies is the way to transform the potential of the date into concrete results in 2025.