Black Friday landed in Brazil in 2010 in a timid, almost experimental way. There were about 50 online stores trying to replicate an American movement that, until then, seemed distant from the routine of the Brazilian consumer. It was only a matter of time before the country did what it does best: take a good idea, adapt it to its own rhythm, and expand it until it became a cultural and economic phenomenon.
Today, 14 years later, Brazilian Black Friday has not only become established but has ceased to be just a Friday. It has become Black Week, advanced to Black November, and evolved into a kind of "official pre-Christmas" for retail and one of the periods of greatest capital circulation in the country, and this transformation is not intuitive: it's mathematical.
In 2024, according to data from E-Commerce Brasil, the Black Friday period generated R$ 9.38 billion, a growth of 10.7% compared to 2023. In physical retail, the ICVA index registered a 17.1% increase. And for 2025, estimates from ABIACOM (Brazilian Association of the Electrical and Electronic Industry and Commerce) project a jump to R$ 13.34 billion in the digital environment alone.
Furthermore, research shows that Brazilians are planning more: data from CNDL/SPC Brasil indicates that 70% of consumers already use Black Friday to anticipate Christmas shopping, and another 54% say they save money all year to take advantage of November. It's a new behavior, conditioned by a more competitive market and a very particular economic window: the injection of the thirteenth salary, the festive atmosphere approaching, and a consumer who is increasingly informed before deciding.
In Brazil, November is practically a season in itself. And that season is lucrative.
Brazilian Black Friday has changed and brought new sectors into the game.
While in the early editions the battle was over televisions, smartphones, and home appliances, today Brazil has a much more diverse landscape. With consumers increasingly eager to buy, more and more brands are trying to grab their piece of this billion-dollar pie.
Even fast food has fully entered the fray.
Bob's, for example, is betting on gamified campaigns with progressive discounts, where classic items will be sold for R$1, a strategy that speaks to a consumer already accustomed to the model of "missions," "experiences," and rewards. Burger King and McDonald's are also reinforcing their aggressive offers, understanding that Black Friday has ceased to be about electronics and has become about being present in the customer's purchasing journey.
“Customers are navigating online, but also in shopping malls and commercial centers in search of promotions. Brands that want relevance need to be with them throughout this entire journey. Offering beloved classics at attractive prices is strategic because it captures both planned purchases and impulse buys,” says Renata Brigatti Lange , Marketing Director of Bob's.
Brands associated with Christmas have also noticed the change. Kopenhagen and Brasil Cacau, for example, have started using November to boost sales of panettone, chocolates, and gift sets – something that historically only gained traction in December.
“For many years, Christmas products were not part of Black Friday promotions. But, analyzing consumer behavior, we saw that the appetite for purchases and the capital available in November create the ideal moment to boost Christmas sales. Year after year, this date becomes a stronghold on our calendar,” explains Renata Vichi, CEO of Grupo CRM.
Interestingly, the movement is not limited to traditional retail.
Even luxury and premium leisure brands are now vying for consumer attention. Sea-Doo, a global leader in personal watercraft, entered Black Friday with entry-level models on sale – a strategy targeting consumers in coastal regions or cities with navigable rivers.
“The jet ski, especially in coastal regions, is more than just leisure: it's transportation, it's a source of income for many. Our entry-level models become essential tools in everyday life. Taking advantage of periods when the consumer has more capital has been very effective. Thinking about the target audience with a higher average spending per customer, a Sea-Doo is an excellent Christmas gift option,” says Michael Codd, General Manager of Sea-Doo in Brazil.
The Kärcher case: when Black Week becomes the company's Christmas.
Among the most emblematic examples of the power of Black Friday in the country is that of Kärcher, a global leader in cleaning solutions. The brand treats Black Week as its "Brazilian Christmas," such is the commercial importance of the period.
In just those 10 days, the company manages to generate more than 10% of its annual revenue, which is expected to reach R$1 billion by 2025, especially boosting sales of high-pressure washers, robot vacuum cleaners, and pet solutions.
The company attributes its performance to a combination of factors: digital maturity, a strong presence in marketplaces, information-driven search behavior, and the use of artificial intelligence to predict demand, adjust its portfolio, and personalize offers. According to the company itself, AI has become "the consumer's map."
“Black Week is the moment when all our digital efforts converge. We use data and AI to anticipate consumer behavior, adjust inventory, and deliver exactly what they are looking for. This explains why these ten days account for more than 10% of our annual revenue,” highlights Vinicius Marin, E-commerce Manager at Kärcher in Brazil.
Why did Brazil do Black Friday "better" than the US?
In the United States, Black Friday still revolves around a single day, followed by Cyber Monday. In Brazil, it has become a season characterized by diversity, creativity, and multi-sectoral strength.
Here we have:
- More categories (from fast food to luxury)
• Longer activation times (weeks, not days)
• Greater integration between online and physical stores
• Increased use of AI and data for personalization
• A more planned and informed consumer
And there's a key point: unlike Americans, who shop after Thanksgiving, Brazilians receive their 13th-month salary precisely when the campaigns begin. It's a capital boost that fuels the entire chain.
The result is simple: those who don't plan for November as part of the quarter risk losing relevance and revenue.
Black Friday has ceased to be just a promotional event and has become a crucial chapter in the fiscal year.
November is the new beginning of Christmas, and ignoring it is costly.
Brazil didn't just adopt Black Friday: it reinvented it. It transformed the date into an ecosystem that spans industries, price ranges, channels, and habits. For some brands, November represents opportunity. For others, survival.
The fact is that, with R$ 13 billion projected in digital sales for 2025 and increasing integration between supply, data, and behavior, Brazilian Black Friday is consolidating itself as one of the biggest economic forces in national retail.
And anyone who still thinks it only lasts 24 hours is literally missing out on an entire month of opportunities.
