On the eve of Black Friday, the national e-commerce reached revenues of R$ 2.28 billion, up 34.1% compared to the one registered on the eve of Black Friday. The analysis takes into account the accumulated sales made on November 27 and compares the numbers registered on November 28, 2024, the eve of Black Friday last year. The data were extracted from the Confi Neotrust Hour Platform, a market intelligence company that monitors Brazilian e-commerce.
The number of orders, in turn, was 63.2% higher, with 5.9 million orders finalized against 3.6 million last year. The average ticket, however, fell 17.87%, registering R$ 385.65 on November 27, 2025 against R$ 469.51 on the eve of Black Friday 2024, which shows that consumers are buying more, but opting for lower average value items.T10R4 1m were highlighted on TV14.14.14.
When accounting for the period from November 1 to 27, 2025, sales are still heated, with revenues of R$ 39.2 billion, up 36.2% from 2024. Regarding the number of orders, the growth was 48.8%: 124.9 million in 2025 against 83.9 million in 2024. The average accumulated ticket for the month fell 8.5%: R$ 313.98 in 202202.25 in 23.208 in 202.
For Leo Homrich Bicalho, Head of Business at Confi Neotrust, the closure of the pre-Black Friday phase (24 to 27/11) consolidates an aggressive acceleration curve, reaching R$ 7.2 billion accumulated and more than 51 million items sold.
“O great highlight was Thursday (27), which broke the barrier of the R$ 2.28 Billion in a single day and recorded the highest growth peak of the week (+34.1%), proving that the anticipation strategy was decisive to capture the consumer even before the official turn of Friday november black extremely heated we have been through, with an 11/11 that recorded the highest peak of sales in a single day, so far. The slight drop in the average ticket, in turn, can be explained by something we observed in previous years: the consumer reserves for the day of Black Friday the purchase of products of higher value”, he analyzes.
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.
