Digital consumption in Brazil remains highly concentrated around major retail dates. A survey by Gate 3 (P3), a corporate management and payments platform, reveals that the weeks of Black Friday and Christmas saw weekly transaction spikes of up to 84% compared to the average of other weeks in the year, reinforcing how promotional calendars still dictate the pace of national e-commerce.
During Black Friday, the transaction volume was 78% higher than the October average. In the Christmas period, the growth reached 84% compared to the second-half average. The absolute peak occurred on December 20th, with R$ 4.7 million transacted, more than double the highest daily volume recorded during the same period the previous year.
The concentration of consumption within a few weeks highlights a purchasing behavior increasingly driven by discounts and high-impact campaigns. Instead of a continuous consumption journey, there is a compression of demand, with consumers waiting for specific dates to make significant expenditures. This dynamic underscores the importance of promotional strategies and the need for companies to achieve operational efficiency in handling intense transaction peaks.
The data also details how digital media investments are distributed across platforms: Google/YouTube leads with 63.6% of transactions, accounting for 50% of the total financial volume (R$ 137.9 million). Meanwhile, Meta (Facebook/Instagram) holds 27.1% of transactions and 41.4% of the total invested, demonstrating significant financial weight.
TikTok is showing growth, accounting for 9.6% of transactions but only 5.2% of the volume, reflecting a lower average ticket size and establishing itself as a complementary channel for awareness and performance. Kwai, although representing just 0.12% of transactions, accounts for 4.6% of the volume, suggesting high-value unit campaigns. Niche platforms like Pinterest, LinkedIn, and Twitter/X remain marginal, collectively making up less than 1% of transactions and volume, but they may represent specific opportunities for diversifying B2B and branding campaigns.
For companies, the effect is twofold: on one hand, the opportunity to maximize revenues in short periods; on the other, the challenge of maintaining financial and logistical infrastructure capable of handling the sudden surge in payment volumes and orders. “Black Friday has evolved from a temporary boost to becoming part of the planning process. People anticipate Christmas shopping, take advantage of discounts, and prepare for the peak consumption period. In the digital realm, this translates into greater cash flow predictability and more efficient media campaigns,” explains the expert. Eduarda Camargo, CGO of fintech.
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