Homedock strengthens Black Friday strategy with advanced curation, data, and logistics model

Homedock, an e-commerce furniture and decor company, reinforces Black Friday as the main driver of its commercial calendar and announces a strategic operation structured months in advance, based on data-driven campaigns, seasonal collections, and logistics integration. The company projects that this period will represent over 15% of annual revenue, solidifying the date as the peak sales period for Brazilian digital retail.

This movement aligns with the growth of online consumption in the country. According to Neotrust, digital sales exceeded 7.1 billion reais in 2023, a 15% increase compared to the previous year, and the sector expects further acceleration in 2025, supported by greater consumer confidence, increased purchase frequency, and maturation of digital operations.

“Black Friday performance is no longer measured solely by discount volume but now reflects operational efficiency and retention capability. Today's customer doesn't just want to pay less; they are highly aware of price manipulations, so they seek discounts that are truly worthwhile. They research, curate, and consider the overall experience, including the company's integrity,” states Daniela Costa, founder of Homedock. 

According to the executive, Black Friday has transitioned from a promotional event to a strategic operation, requiring months of planning and full supply chain integration. “It's a date that tests companies” execution capacity and public trust levels. At Homedock, for example, over half of the customers who purchase during this period return in subsequent months, extending the relationship cycle and increasing the average order value.".

For the general market, with changing purchasing behaviors, November has become the anchor for financial and operational planning in the sector, redefining investments in marketing, inventory, and technology. Christmas remains relevant but as a natural extension of the wave initiated by Black Friday, which has established a new rhythm in retail and accelerated the adoption of models based on convenience, experience, and data intelligence.

“We are a company born and established in the digital environment, part of a generation that understands consumption as not just an emotional but also a rational process. We are committed to this date and will strongly implement seasonal collections and data-driven campaigns to capture audience behavior—a mapping that will enable us to calibrate inventory and target offers in 2026 with greater precision,” concludes Costa.