Consumers' growing demand during Black Friday creates an environment full of opportunities for brands to innovate their strategies. According to PiniOn, a market research firm specializing in competitive and behavioral data, 58% of Brazilians intend to take advantage of the holiday to shop in 2025.
Given the importance of the date, experts highlight 8 essential insights for Black Friday. Check it out:
- AI as a strategic ally in e-commerce
"Artificial Intelligence is transforming the way retailers and e-commerce companies prepare for the holiday. By analyzing trends and identifying purchasing patterns, it allows brands to understand in advance which products will be in highest demand and adjust not only their inventory but also their strategies. This means greater predictability in a period marked by highly competitive e-commerce," says Juliana Vital, Global Chief Revenue Officer at Nubimetrics, sales intelligence platform that uses big data and AI transforming data into insights to selling and big brands.
According to the executive, the use of AI goes beyond demand forecasting, it redefines the way brands compete within the marketplaces"Technology allows us to understand consumer behavior in real time and automatically adjust prices, descriptions, and ads according to market changes. This gives companies the agility to react to trends and position themselves more strategically in searches, increasing visibility and conversion during Black Friday," he adds.
- More efficient logistics and deliveries
To handle the volume of orders, the nstech, the largest supply chain software company in Latin America, offers over 100 solutions that help companies optimize their operations, especially during high-demand periods like Black Friday. One of them is Frete Rápido, a tool that simplifies transportation management for e-commerce. The company highlights features such as multichannel tracking, quick quotes, and freight auditing. Furthermore, the platform allows for consolidating volumes and managing transportation schedules. This facilitates operational control, ensuring greater efficiency in product delivery.
- Digital fraud prevention
A Nethone, a digital fraud detection solution, cited tips for companies and consumers to be aware of on the date: research prices before the date, check whether it makes sense to receive content from a specific company, multifactor authentication, understand user behavior, use of virtual cards, and check payment links.
For e-commerce and marketplaces, by requiring multiple authentication factors, such as passwords, tokens, and biometrics, companies can create additional layers of security, making life more difficult for fraudsters. Understanding user behavior is also possible through behavioral analysis tools that use advanced algorithms to identify behavioral patterns, such as typical access times, frequently used locations, and even how users interact with the interface. This allows for the detection of suspicious activity and action before damage occurs.
- Simplify the purchasing journey
In a time as competitive as Black Friday, it's essential to map the entire customer journey and optimize each stage of the experience. "I always start by analyzing the frustration points in the purchasing journey. For example, if a customer has difficulty making a payment, finding information on the website, or even receiving support, your strategy isn't as agile as it should be, and it's time to offer quick and proactive solutions to avoid lost opportunities. Keeping the flow simple is another crucial factor. Have you ever seen those long processes full of unnecessary steps? They're the perfect recipe for abandonment, and the key is to make things as easy as possible, making everything intuitive and straightforward. The fewer barriers, the greater the chance of the consumer completing the purchase," shares André Cruz, CEO of Digital Manager Guru, a complete online checkout and sales management platform.
- Data intelligence for payment transactions
With the expansion of online shopping and, consequently, the use of digital payment methods, checkout can become a risky operation for companies. Therefore, having solutions that can identify potential transactional fraud at a time when volume is growing exponentially is essential to a retailer's success.
As Danilo Coelho, Director of Products and Data at quod, a datatech that transforms data into intelligence for decision-making, "one of the most common practices used by scammers is to exploit bottlenecks in payment tools. Therefore, it's important to adopt solutions that use algorithms to validate purchases on a large scale, generating no friction and increasing security. This type of operation requires a high level of analysis capacity at scale, with agility and precision, protecting against scams while simultaneously streamlining the sales process, preventing consumers from abandoning their purchases at checkout," he explains.
- Market research as a strategic ally
Understanding what consumers want—and when they want it—is one of the biggest challenges in retail today. In this scenario, market research becomes a strategic ally, offering real-time data that helps companies decipher behaviors, predict trends, and make more informed decisions. On Black Friday, this public understanding is crucial for adjusting strategies, setting prices, and creating more assertive actions, avoiding waste and maximizing results.
For Talita Castro, CEO of pinion, a market research firm specializing in competitive and behavioral data, research helps brands act intelligently and quickly. "The right data reveals opportunities that often go unnoticed. When companies listen to consumers and translate these insights into strategy, they gain precision, relevance, and a competitive advantage, especially during peak retail times like Black Friday," the executive emphasizes.
- Preparing physical stores for special dates
Success in in-person retail during busy periods depends on detailed planning and organization. For André Seibel, CEO of Shopping Circuit, In Latin America's largest affordable shopping mall, efficient inventory management is the first step. Ensuring the most sought-after products are available prevents lost sales and improves the customer experience. Furthermore, careful store management, from product display to appropriate signage, makes all the difference when it comes to attracting and engaging consumers.
For the executive, another essential point is training the customer service team, preparing them to provide agile, empathetic service, and product knowledge. This is also where strategic understanding of how flexible pricing is possible, ensuring competitiveness without compromising margins, comes into play. "For Black Friday, every detail counts: from inventory and store appearance to service and pricing policy. All of this directly impacts customer satisfaction and sales performance," he explains.
8. Fluid and intuitive store experience with Wayfinding
During peak periods like Black Friday, physical stores can become chaotic, negatively impacting the brand experience and, consequently, reducing sales. To avoid this scenario, incorporating wayfinding—which is essentially the art of intuitively guiding people through a space—into the design of the store is crucial. "A visual communication strategy and structured experience not only guides consumers clearly and objectively to the desired promotions, but also organizes the flow of people, minimizes queues, and creates a more pleasant and efficient shopping experience," explains Silvia Kanayama, manager and partner at DEA Agency. "By planning intelligent temporary routes and strategically highlighting points of interest within the physical space, wayfinding can reduce friction and create a more pleasant and intuitive environment, fostering a positive experience that directly influences sales."
