Black Friday is no longer a race for discounts. Today, it is a competition for trust. Consumers are no longer impressed by crossed-out prices, but by promises kept: the delivery that arrives on the same day, real-time tracking, and frictionless post-sale service.
Behind this new dynamic, an unexpected protagonist has stood out: logistics marketing.
“For a long time, logistics was backstage. Now, it is part of the brand's narrative,” explains Jonas Vieira, CEO of Grupo Invoice, an agency specialized in marketing for foreign trade and logistics. “When a brand promises fast delivery, it is not just talking about transportation. It is communicating efficiency, technology, and respect for the consumer's time. That is marketing in practice. Another example is that smaller companies often send cards or handwritten letters to make the experience more intimate, and this increases the bond between the customer and the brand, making the logistics even better,” he comments.
According to the Brazilian E-commerce Association (ABComm), Black Friday 2025 is expected to generate R$ 13.34 billion, a growth of 43% compared to the previous year. But the data shows that the challenge goes beyond selling: it is ensuring that the post-click experience is as agile as the ad that convinced the consumer to buy.
A LocaWeb survey indicates that eight out of ten Brazilians intend to buy products they have wanted for some time, taking advantage of the discounts. For them, price is the trigger, but what fosters loyalty is the delivery. “Today, the consumer associates delivery speed with brand credibility. If the product arrives earlier than expected, trust doubles. It's an emotional metric that marketing has learned to translate. Of course, provided the product arrives correctly and undamaged,” observes Vieira.
The expert argues that communication and operations are more interconnected than ever. “There is no advertising promise without an operational basis. The ad creates desire, but it is the delivery that validates the brand. In practice, the customer is buying a complete experience, and marketing needs to understand that the ‘end of the funnel’ is no longer the click, it's the receipt,” he explains.
Essa visão tem reconfigurado a forma como o varejo se organiza. Estratégias de “full delivery” e estoques inteligentes deixaram de ser apenas iniciativas logísticas: viraram argumentos de venda. A promessa de “chegou hoje” é, hoje, um dos slogans mais poderosos da Black Friday. Além disso, o marketing tem atuado fortemente na UX (Experiência do Usuário) dos sites, garantindo que informações como o tamanho real do desconto, as condições de frete, especialmente quando é grátis, e o prazo limite para finalizar a compra fiquem claras para o consumidor. Esse senso de urgência, aliado à transparência nas ofertas, ajuda a impulsionar a decisão de compra e aumentar as conversões”, analisa Jonas.
O comportamento de consumo também vem se transformando com o avanço do digital. Segundo levantamento da Kobe Apps, 73% das compras realizadas durante a Black Friday de 2024 ocorreram via smartphones. Além disso, 88% dos consumidores pesquisaram produtos diretamente nos sites e aplicativos das marcas antes de concluir a compra, um indicativo claro de que experiências digitais otimizadas e presença online estruturada são fatores decisivos para o sucesso das vendas.
“Além disso, quando o consumidor comenta nas redes que o pedido chegou antes do prazo, isso é branding puro e gratuito. A entrega virou uma nova vitrine”, finaliza Jonas Vieira.
