Privalia projects a new high for Black Friday after growing 35% in 2024

Following a growth of 35% on the main retail date in 2024,, a Privalia has launched yet another Pri Friday with expectations of new records. The platform, a benchmark in lifestyle curation, is betting on discounts of up to 90% and exclusive coupons in a strategy that combines opportunities for entertainment, convenience, purpose, and personalization — pillars that have been sustaining above-average engagement and conversion rates on the platform.

The Fashion and footwear categories remain the business's flagship, representing 45% of total revenue during Pri Friday 2024. Also, in the same period last year, Privalia recorded a 20% increase in website traffic and an average browsing time of 80 minutes per month per user on the app,, driven by an enhanced digital experience and campaigns promoting the concept of shoppertainment, a marketing and sales strategy that combines the shopping experience with engaging and interactive content. 

Pri Friday 2025 Campaign

The Black Friday journey on the platform began even before November, with the “Desapega” (Let Go) campaign”, in partnership with the Instituto Dona de Si (Own Yourself Institute). The initiative invited customers to donate items in good condition, intended for social projects focused on the training and income generation for women who are part of the organization, in exchange for a R$ 100 voucher for purchases at Privalia. The campaign reflects the brand's commitment to circular consumption, connecting purpose and purchasing behavior. Subsequently, Privalia started November with a period of discounts and exclusive coupons, featuring curation of the most desired brands in the portfolio with up to 90% off on fashion, beauty, home, and lifestyle. 

“Black Friday is an extremely important moment for our business but, more than that, an opportunity to reinforce what sets us apart: purpose and entertainment in the shopping journey. We bet on a shoppertainment experience to connect with our consumer in a light, intentional, interactive, and relevant way, generating real value with every interaction,"“states Fernando Boscolo, CEO of Privalia Brazil. “To ensure a personalized and multi-channel shopping experience, our entire ecosystem is guided by recommendation technology and intelligent segmentation, ensuring that each user has access to a highly relevant discovery journey tailored to their profile,"“he concludes. 

More than a sales peak, the period consolidates Privalia's role as a digital lifestyle destination that understands and anticipates each consumer's desires, transforming the sales moment into a lasting brand experience.

Mechanics

To secure the exclusive coupons, consumers must follow Privalia's social media channels. Daily, in the Instagram stories, the brand will announce a new coupon, released exclusively to followers who interact via direct message (DM). Furthermore, purchases made via PIX will receive an additional 10% discount, plus up to 40% off on PIX for brands in the Brandsplace, Privalia's marketplace model, expanding opportunities during the promotional period.

Additionally, on November 11th, from 11:11 AM to 12:12 PM, the entire Privalia app will feature free shipping for all of Brazil. And, at 11:11 PM, the platform has prepared a special surprise: a trip to Salvador (for two people) during the 2026 Carnival, hidden in the app with a 90% discount — an unmissable find for the most attentive users.