The Serasa Experian Retail Activity Indicator, from Brazil's first and largest datatech company, showed that "Black Friday" deals provided an unprecedented boost to physical retail in 2024. Sales grew 18.7% in the week of November 25th to December 1st, 2024, compared to the same period last year. This performance marks the largest growth ever observed since the beginning of the historical series in 2017. See the breakdown by year in the following graph:
Considering only the weekend of November 29th to December 1st of this year, compared to the same period in 2023 (November 24th to 26th), the variation was even greater, at 23.9%. "The payment of the first installment of the 13th-month salary, along with the strategies adopted by retailers, may have contributed significantly to the increase in sales, attracting consumers willing to spend," assesses Luiz Rabi, economist at Serasa Experian.
To view more information and the historical series of the indicator, click here.
