Black Friday 2025 in supermarket retail: how to turn intention into real results

Black Friday remains one of the most relevant dates in the promotional calendar — and 2025 is expected to further consolidate this trend. According to a Google survey in partnership with Offerwise, 39% of Brazilians plan to spend more than the previous year, 48% already have a wish list of desired purchases, and 54% state they are saving money specifically for the event. 

In the supermarket sector, the outlook is also promising. A Scanntech study, based on Google Offerwise data, indicates that 81% of consumers who took advantage of promotions in 2024 intend to do so again this year — with emphasis on categories such as food, wines, coffees, and perfumery. Meanwhile, a Rock Encantech survey revealed that Black Friday generated a revenue increase of up to 30% for supermarkets in previous editions. 

For Américo José, Partner-Director of Cherto Consultoria and head of the corporate education division, this trend requires preparation: 

“Consumers already know what they want. It is up to the supermarket to intelligently meet this demand: this means curation, personalization, convenience, and consistency. Those who understand this will sell more — not only during Black Friday but in long-term relationships.” 

Below, Américo outlines five essential paths for supermarkets seeking to stand out in the competition for consumer attention and spending:

1. Anticipation is a competitive advantage

For supermarkets, this can translate into pre-campaigns with wish lists, exclusive pre-sales, and targeted offers for strategic audiences (such as families or loyalty club members). 

“Those who reach the customer’s mind first have a better chance of converting.” 

2. Curation increases the average ticket

Customers want solutions, not just products. Ready-made combos — such as breakfast kits, cleaning kits, or barbecue kits — create convenience and increase cart value. 

“The supermarket can act as a guide for the consumer, suggesting useful and practical combinations for daily life.” 

3. Personalization is more effective than shouting about price

More than mass advertising, what engages are targeted offers based on actual consumption data. 

“Calling the customer by name and suggesting something that makes sense to them is far more effective than simply saying ‘everything at 30% off’.” 

4. Digital is an ally — even in physical stores

The journey is hybrid. The customer researches on their phone and completes the purchase in-store — or vice versa. The supermarket must operate in an omnichannel manner, with integrated apps, geolocated coupons, smart lists, and fast delivery or easy pickup. 

5. Logistics and display are decisive in the last mile

In-store, positioning matters: strategic items should be placed in so-called “hot zones” (entrance, endcaps, eye level). Digitally, delivery must be fast: consumers expect free shipping above a certain value, flexible scheduling, and even quick commerce for essential items. 

“Black Friday can be a turning point for supermarkets. But this only happens with planning. It is necessary to know the customer, master data, and create simple and personalized journeys. Everyone offers discounts — few build experiences.” 

Américo José is Partner-Director of Cherto Consultoria and head of the corporate education division. With over 30 years of experience in expansion and training projects, he helps retail chains, franchises, and industries grow consistently, preparing managers and teams for the challenges of an ever-changing market.