According to the Confi Neotrust – Source of data and intelligence on e-commerce – This year's Black Friday will be 171.3% larger than that of 2024. Considering the period from Thursday (26th) to Sunday (30th), the forecast is that Brazilian e-commerce will reach a record R$ 4.11 billion in products sold. Compared to last year, the categories expected to show the highest percentage growth this year are: health, sports & leisure, automotive, and beauty & perfumery. In terms of revenue, the most significant categories, according to the study, will be home appliances, electronics, and smartphones, which together account for more than one-third of the total revenue during the period.
Another survey by Confi Neotrust indicates that Brazilian e-commerce entered the Black Friday week with strong acceleration. Between November 1st and 24th, online sales totaled R$ 33.6 billion in revenue, a growth of 35.5% compared to the same period in 2024. The volume of orders increased by 48.8%, reaching 109.5 million purchases, while the number of items sold grew by 33.6%, surpassing 228.2 million units.
In the breakdown by categories for the first 24 days of November, the highlights in revenue were: Appliances (BRL 2.73 billion), Fashion and Accessories (BRL 2.67 billion), Electronics (BRL 2.46 billion), Health (BRL 2.03 billion), Telephony (BRL 1.96 billion), and Automotive (BRL 1.94 billion). The most significant figure for the period was the growth in Health, which increased by 124.4% due to the “Slimming Pens Effect.” Driven by the rise in purchases of high-value treatments and medications, the category reached a new level. Meanwhile, Home and Construction also stood out, with a 42.2% increase, reflecting a cycle of renovations and structural improvements in Brazilian households.
Léo Homrich Bicalho, Head of Business at Confi Neotrust, states that Black Friday remains the most relevant sales date of the year. “The 11/11 promotions triggered what we call a “sales uplift,” a phenomenon that occurs when a strong promotional campaign takes place and, days after the event, the average sales level remains higher than the level recorded just before the promotion. However, even with the identification of an increase in seasonal campaigns driven by international double dates, Black Friday continues to be the most anticipated period for consumers, with results up to three times greater than a normal sales day. This year, another factor will positively influence the date: the first installment of the 13th salary will be paid this Friday (28),” he says.
For Vanessa Martins, Head of Marketing at Confi Neotrust, the indicators demonstrate not only demand strength but also a structural reorganization in the shopping journey. “The sales peak has ceased to be an isolated point on the calendar and has become a continuous cycle. The data shows a more distributed Black Friday, with consumers responding early to campaigns and betting on high-recurrence categories such as health and fashion, while also investing in durable goods. The combination of high volume and lower ticket sizes reinforces a more informed, more strategic consumer, who is more sensitive to the efficiency of offers,” she adds.
According to Bruno Pati, CEO of E-Commerce Brasil, the numbers anticipate one of the most robust Black Fridays in recent years, both due to the comparison base and consumer behavior. “Digital retail entered 2025 more rational, more competitive, and more technical. Consumers have learned to anticipate purchases and compare prices rigorously, and the market has learned to respond with operational efficiency, advanced logistics, and personalization at scale. What we see in this pre-Black Friday period is the reflection of a more mature ecosystem, capable of growing even with smaller average tickets, because it operates with greater predictability, quality, and well-planned promotional intensity,” he adds.
Results of 2024
Last year, revenue reached R$ 9.38 billion, an increase of 10.7% compared to Black Friday 2023, considering Thursday through Sunday. During that period, there were 18.2 million orders, a 14% rise from the previous year. The average ticket was R$ 515.7, 2.9% lower than the result in 2023. In November 2024, the national e-commerce sector generated R$ 36.7 billion in revenue, a 7.8% increase compared to the same month in the previous year. During this period, there were 96.4 million orders, representing a growth of 15.8%. The average ticket was R$ 380.6, 8.5% lower than that recorded in November 2023.
Confi Neotrust monitors the evolution of the e-commerce landscape based on transactions from 80 million digital consumers, including profile data and purchasing behavior from seven thousand partner stores. The report was produced using this information, continuously collected from online retailers across the country, covering an average of 2 million orders daily.
The company annually releases the Hour by Hour panel, which brings together strategic indicators from over two thousand e-commerce categories and subcategories. The tool shows, for example, which products sell the most, their prices, performance by region, and the brands' market share. In addition, merchants can customize performance analyses according to their business perspective.
