Online retail sales on Black Friday 2025 reached R$ 4.76 billion, an increase of 11% compared to last year. This result is half a billion Brazilian reals higher than the R$ 4.27 billion recorded last year. The analysis considers accumulated sales from 00:00 to 23:59 on November 28th and compares them with the figures from November 29th, 2024, last year's Black Friday. The data was extracted from the Black Friday Hora Hora Platform. Confi Neotrust, a market intelligence company that monitors Brazilian e-commerce.
The top 3 categories that stood out on Black Friday 2025 were TVs (with revenue of R$443.2 million), smartphones (R$388.7 million), and refrigerators (R$273.2 million). Among the products with the highest revenue, Samsung's 12,000 BTU Split air conditioner led the ranking, followed by the black 128 GB iPhone 16 and Samsung's 70-inch Crystal Gaming Hub Smart TV.
Another highlight was household products. The sum of sales of refrigerators, washing machines, and air conditioners exceeded the half-billion Brazilian reals mark. The number of completed orders on the date was 28% higher, with 8.69 million completed orders versus 6.74 million last year. The average ticket decreased by 12.8%, registering R$553.6 against R$634.4 on Black Friday 2024.
Léo Homrich Bicalho, Head of Business at Confi Neotrust, highlights the increase in the average ticket registered last Monday (24), from R$325, to R$554, on Friday (28). “This growth indicates the decisive migration of consumption to high-value items. Even in this scenario of high tickets, the footwear category remained firm in the Top 4 with revenues of R$202 million, ensuring that transactional volume remained high in parallel with record revenue,” he says.
In comparison to Black Friday 2023, which generated R$ 3.95 billion, this year's increase was 2%. Compared to the last Friday of November 2022, growth was 11.6%. In recent historical data, this year's Black Friday only lost in revenue to Black Friday 2021, when e-commerce was influenced by the COVID-19 pandemic, and generated R$ 5.13 billion.
For Bicalho, Black Friday 2025 is solidified not only by the transaction volumes but by the sophistication of consumer behavior. “Anticipating purchases throughout November allowed consumers to divide their budget intelligently: securing recurring and fashion items during the week (generating volume) and reserving the main capital for ‘desire purchases’ (TVs and White Goods) on the official Friday. If 2021 was an anomalous peak driven by isolation, 2025 establishes a new benchmark of consistency and health for digital retail in normal times, delivering the strongest week in the sector's recent history,” he adds.
On the Black Friday Hour-by-Hour platform
The study was prepared based on data extracted from the Black Friday Hora a Hora Platform, developed by Confi Neotrust, a company that monitors Brazilian e-commerce. The platform allows retailers to customize performance analyses according to their business vision and access information that provides an overview of the sector, with hourly updates and strategic indicators (revenue, units sold, prices charged, and market share) for more than two thousand e-commerce categories and subcategories, including segmentation by region and state of the country.
Data Coverage
Confi Neotrust monitors the evolution of the e-commerce landscape, based on real transactions from over seven thousand partner stores, which provides analyses of purchases and the profile of over 80 million digital consumers. The studies are generated based on information continuously collected from online retailers across the country, covering a daily average of 2 million orders.
