Carrefour Brazil Group, one of the country's largest retailers, has launched its Black Friday strategy focused on meeting the increased demand for the period. Responsible for the operations of the Carrefour and Sam's Club banners, the company highlights two clear trends for the 2025 event: the anticipation of year-end purchases and a more rational search for quality, convenience, and real savings.
According to Marco Alcolezi, Executive Director of Hyper, Super and Proximity Operations at Carrefour, the period has established itself as an opportunity for consumers to purchase traditional holiday items. “We notice that the segments that traditionally show higher demand remain strong, as happens every year. Black Friday is increasingly consolidating itself as a natural anticipation of Christmas shopping,” he states.
Seasonal products linked to vacations also gain prominence during this period, such as sunscreens and tanning lotions, driven by the approaching summer and school break. In the automotive category, tires remain among the most sought-after items for vehicle maintenance and check-ups before the year-end trips.
The traditional sectors for the date also maintain strong performance, especially electronics, with a highlight on televisions, one of the most sought-after items by consumers. The network also observes an increase in customers doing their monthly shopping during the event, attracted by offers in the hygiene and cleaning, grocery, and beverages categories.
Consumer prepares increasingly for Black Friday
The market as a whole faces a complex year, with the consumer being more cautious and rational in their purchasing decisions. In this context, Brazilians have been planning in advance to take advantage of the period, which represents a positive point for sectors that have stood out during the event.
According to research conducted by Serasa in partnership with the Opinion Box Institute, 72% of consumers state they are preparing financially for the period and 42% intend to make purchases during Black Friday. Given this scenario, the network reinforces that it is strategically prepared to meet the demand, even in a context of increased consumer caution.
To serve the public efficiently, Carrefour reinforces its operational scheme, including extended business hours and an extended commercial calendar. “We are expanding Black Friday to four days, operating with special offers from Thursday to Sunday and, unlike previous years, the stores will open with extended hours,” emphasizes Alcolezi.
Among the strategic actions preceding the event, the “Sinal Black,” held on the first weekend of November, and the “Feriadão Black,” which takes advantage of the extended holiday on November 20th, the only one in the second half, stand out. During these periods, some stores operate on special schedules, expanding the reach of offers and ensuring greater convenience for consumers in all regions of the country.
Omnichannel integration as a competitive differential
The company also bets on the integration between physical and digital channels as one of the main competitive differentials, thus adopting omnichannel as a strategic pillar of the operation, with physical stores acting as distribution hubs.
“E-commerce is a fundamental tool for relationship and loyalty, as it provides convenience, agility, and integration. Investing in digitalization is essential for modern retail, since technology makes the customer journey more fluid, efficient, and personalized, strengthening the bond between brand and consumer. On the other hand, customers have in stores the possibility of experimentation and the agility of taking their product home immediately,” states Alcolezi.
The executive further reinforces that stores concentrate broader promotional actions, while the app and the website play a strategic role in offering exclusive benefits and discounts. Furthermore, digital sales also count on the participation of commercial partners, as Carrefour operates as a marketplace, expanding the available portfolio and diversifying special conditions.
“Black Friday is not just a date to boost sales. It is an opportunity to offer a facilitated, personalized, and integrated shopping experience between the physical and digital channels, respecting the consumer's moment and their preferences,” concludes the executive.
Even more exclusivity
At Sam's Club, the buying club of Carrefour Brazil Group, the proposal for Black Friday is to reinforce categories that translate the differential of the offered format. With a varied mix and a specialized portfolio curation, the network offers its members special conditions on home products, imported items, and exclusive Member's Mark products.
For this year, the network will focus on three strategic pillars: non-food: highlighting Home and appliances as key areas of curation and savings; differentiated foods: with exclusive and premium products accessible at disruptive prices; and basic: essential categories with exclusive benefits for different member profiles.
“Our goal is to deliver, simultaneously, exclusivity and excellent opportunities. We are inviting members to get to know the offers in advance, following the Group's strategy of extending the promotional calendar. By offering differentiated benefits and conditions according to each profile, we reinforce the value perception of the club experience,” highlighted Júlio Alves, CMO of Carrefour Retail and Sam's Club.
The Sam's Club campaign started early, with online pre-sales and the inclusion of new products every week until November 28th, totaling more than 200 offers.
