Black Friday landed in Brazil in 2010 in a shy, almost experimental way. There were about 50 online stores trying to replicate an American movement that, until then, seemed far from the routine of the Brazilian consumer. It was only a matter of time for the country to do what it does best: pick up a good idea, adapt to its own pace and expand until it became a cultural and economic phenomenon.
Today, 14 years later, the Brazilian Black Friday not only consolidated as it ceased to be a Friday. It turned Black Week, advanced to Black November, and evolved into a kind of official “pre-Christmas” retail and one of the periods of greater capital circulation in the country and this transformation is not intuitive: it is mathematical.
In 2024, according to data from E-Commerce Brazil, the period of Black Friday moved R$ 9.38 billion, a growth of 10.7% compared to 2023. In physical retail, the ICVA index registered an increase of 17.1%. And for 2025, the estimates of ABIACOM (Brazilian Association of Industry and Electronic Commerce) project a jump to R$ 13.34 billion only in the digital environment.
In addition, research shows that the Brazilian is planning more: data from CNDL/SPC Brazil indicate that 70% of consumers already use Black Friday to anticipate Christmas purchases, and another 54% claim to save money all year to enjoy November. It is a new behavior, conditioned by a more competitive market and a very particular economic window: injection of the thirteenth, party climate coming and a consumer who is increasingly informed before deciding.
In Brazil, November is almost a season.
Brazilian Black Friday has changed and brought new sectors to the game
If in the first editions the fight was for televisions, smartphones and appliances, today Brazil has a much more diverse scenario. With the consumer heated, more and more brands try to capture their piece of this billionaire cake.
Even fast food has entered the dispute.
Bob’s, for example, bets on gamified campaigns of progressive discounts, where classics will be marketed to R$ 1, a strategy that talks to a consumer already accustomed to the “missions” and rewards experiences“. Burger King and McDonald’s also reinforce their aggressive offerings, understanding that Black Friday is no longer about electro and has become about being present in the customer's buying journey.
“The customer is transiting online, but also in shopping malls and shopping centers in search of promotion. The brand that wants relevance needs to be with him in this complete journey. Offering classics loved by attractive prices is strategic because it captures both the planned purchase and the impulse”, says Renata Brigatti Lange, Marketing Director at Bob’s.
Brands linked to Christmas also noticed the change. Kopenhagen and Brazil Cocoa, for example, started using November to anticipate sales of panettones, chocolates and gift kits something that, historically, only gained traction in December.
“For many years, Christmas products were not part of the Black Friday actions.But, analyzing consumer behavior, we saw that the purchase appetite and the capital available in November create the ideal time to give a boost in Christmas sales.Year after year, this date becomes a fortress in our” calendar, and the, explains Renata Vichi, CEO of CRM Group.
The curious thing is that the movement is not limited to traditional retail.
Even luxury and premium leisure brands are already vying for consumer attention.Sea-Doo, a global leader in waterbikes, has entered Black Friday with entry models promoted a strategy that targets consumers from coastal regions or cities with navigable rivers.
“A water bike, especially in coastal regions, is more than leisure: it is transportation, it is a source of income for many. Our entry models become essential tools in everyday life. Enjoy windows in which the consumer is more capitalized has been very assertive. Already thinking about the target with the highest average ticket a Sea-Doo is an excellent option for a Christmas gift”, michael Codd, General Manager of Sea-Doo Brazil.
The Karcher case: when Black Week turns the company Christmas
Among the most emblematic cases of Black Friday's strength in the country is that of Karcher, a global leader in cleaning solutions. The brand treats Black Week as its Brazilian “Natal” such the commercial relevance of the period.
In these 10 days alone, the company moves more than 10% of annual revenue, which in 2025 should hit R$ 1Bi, especially boosting the sale of high pressure washers, vacuum robots and solutions for pets.
The company attributes performance to the combination of factors: digital maturity, strong presence in marketplaces, information-driven search behavior and use of artificial intelligence to predict demand, adjust portfolio and customize offerings. AI has become, according to the company itself, the“ consumer map.
“A Black Week is the moment when all our digital efforts converge.We use data and AI to anticipate consumer behavior, adjust inventory and deliver exactly what it seeks. This explains why these ten days account for more than 10% of the annual” revenue, said Vinicius Marin, Ecommerce Manager at Krcher in Brazil.
Why Brazil made Black Friday “better than the US
In the United States, Black Friday still revolves around a single day, followed by Cyber Monday.In Brazil, it has turned season with diversity, creativity and multisectoral strength.
Here, we have:
- more categories (from fast food to luxury)
''' more activation time (weeks, not days)
''' more integration between online and physical
''' more use of AI and data for personalization
''' a more informed and planned consumer
And there is a key point: unlike the Americans, who make post-Thanksgiving purchases, the Brazilian receives the 13th salary just when the campaigns begin.
The result is simple: those who do not plan November as part of the quarter risk losing relevance and revenue.
Black Friday is no longer a promotional event and has become a decisive chapter of the fiscal year.
November is the new beginning of Christmas and ignoring it is expensive
Brazil has not only adopted Black Friday: it has reinvented it. It has transformed the date into an ecosystem that crosses industries, price ranges, channels and habits.For some brands, November represents opportunity.
The fact is that, with R$ 13 billion predicted in digital sales for 2025 and a growing integration between supply, data and behavior, Brazilian Black Friday consolidates itself as one of the largest economic forces of national retail.
And anyone who still thinks it lasts only 24 hours is literally missing out on a whole month of opportunities.
