While many still see Black Friday as a single day of discounts, the most prepared retailers already know that it has transformed into a true sales season—and those who don't get ahead lose ground. According to theEcommerce in Practice, specialized in education for e-commerce, the strong momentum of the event expands the competition and requires entrepreneurs to have a much more strategic plan.
It's been a few years since Black Friday has been a success in Brazil. Therefore, we already know that the retailer who plans ahead has a much higher chance of selling more throughout the entire month of November, not only on the day of the event. In simple terms, Black Friday is not about improvisation, but about consistent planning and execution with as few mistakes as possible," says Fábio Ludke, an Ecommerce specialist at Ecommerce na Prática.
Based on this, the school, together with Fabio, gathered some strategies for entrepreneurs to prepare themselves for Black Friday 2025:
1. Bring forward the action calendar:Black Friday is the main date on the retail calendar: it is an entire month of opportunities. "Today, Black Friday is not limited to a single day. The retailer needs to create a promotional calendar and run long-running campaigns to keep the consumer engaged and increase the chances of conversion," says Ludke.
Ensure predictability in inventory and logistics:The increase in demand requires extra preparation in product and delivery management. Planning suppliers, reviewing contracts and forecasting packaging avoids last-minute problems. Many retailers lose sales due to lack of organization in inventory or due to logistical delays. In a period of high demand, anticipation at this point conveys security to the consumer and strengthens the brand's reputation.
3. Structure segmented marketing campaigns:Communication is decisive for success during the period. Investing in personalized campaigns aligned with the audience helps maximize results. “It's not enough to have a discount; it's necessary to communicate value. A well-structured campaign, with clear and targeted language, increases credibility and differentiates the store amid the competition,” Fabio emphasizes.
4. Strengthen the partnership with suppliers:During Black Friday, supply predictability is as important as sales planning. Negotiate deadlines in advance and align everything with your suppliers. Anticipating negotiations and building solid partnerships guarantee greater security to keep the inventory stocked and to serve the customer efficiently.
5. Define clear policies to attract and retain customers:In addition to discounts, consumers seek trust. Making clear the rules for exchanges, returns, and payment methods is a competitive differentiator. When the client understands exactly what to expect regarding timelines and warranties, he feels more secure about buying. Use this clarity to your advantage, with strategies that cover the entire period," notes the specialist.
Finally, Fabio Ludke emphasizes that preparation must go beyond promotional actions. Black Friday is an excellent opportunity to strengthen relationships with the retailer's existing customers. Nurturing the base, re-engaging those who have already purchased, and creating experiences that increase trust are strategies that deliver results and sustain long-term growth.
