RCELL research suggests 2025 Black Friday will feature more discerning consumers and retailers project growth in sales and revenue

On the eve of Black Friday, RCELL one of the largest technology distributors in Brazil, conducted for the second consecutive year a proprietary survey with major retailers on the date of promotions ENTER 2025, 16 To 19 September, no Japy Golf Resort Hotel. The event brought together more than 200 Participants, between customers, industry and RCELL, in a strategic immersion to design the future of smart commerce for the next quarter lectures, booths and business rounds, it has consolidated as one hub for innovation and high-impact connections. 

The profile of the respondents confirms the representativeness of the survey, because 36% are buyers, 32% purchasing managers/category and 16% owners. Regarding the size, 64% represent medium-sized companies (regional and national retailers) and 32% large, operating in segments such as electronics, computers, home appliances and furniture. The national scope also stands out, with greater participation of the Southeast and Northeast regions. 

The goal of the initiative is to broadly understand how these companies are preparing for the date, as well as identify challenges, opportunities and trends that directly impact business performance. 

Participants reported that on Black Friday last year, the average ticket was concentrated between R$ 501 and R$ 1,500 (56%), followed by R$ 1.501 to R$ 2.500 (36%). For this year, optimism prevails, with 36% projecting higher than 15%. 

About billing, 64% of the companies estimate to exceed R$ 10 million. The most promising categories are home appliances (36%), smartphones (28%) and electronics (24%). The influence of the economic scenario divides opinions, and 28% believe in neutrality, 24% predicts negative impact, 16% positive and 32% consider the situation still uncertain. Even in the face of this divided picture, the general expectation is expansion. 

The results show that retail is more strategic in preparing for the date, because 48% started planning two months earlier and 36% four months in advance. The definition of the products on promotion is guided, above all, by consumer demand (28%), hair own strategic planning (24%) and distributor strategic planning (20%). Regarding the offers, the majority (72%) intends to apply discounts between 11% and 30%. In the dissemination, digital channels lead: Instagram (88%), own websites (80%) and Facebook (68%) they appear as the main means of communication with the consumer TikTok Shop, although started in May 2025, only 52% they intend to use it. 

"The study shows that, even in the face of a challenging economic scenario, retail remains confident and more strategic in preparing for Black Friday. The consumer is increasingly judicious, demands competitive prices and seeks shorter deadlines, in addition to valuing additional benefits such as free shipping and lightning promotions. This set of factors reinforces the importance of sound business planning and assertive marketing actions to gain relevance on this date”, says Alexandre Della Volpe, Marketing Director at RCELL. 

From a consumer profile perspective, the survey reveals that most customers on Black Friday are in the 35 To 50 years (56%), followed by 25 To 34 years (36%), gender balance in more than half of cases (56%). The survey reveals that face-to-face experience is still the preferred one for consumers, but digital channels already represent a slice of 28%, especially its own websites and marketplaces. WhatsApp consolidates itself as a support tool, while social networks appear more as channels of influence than direct purchase.  

The expected behavior for 2025 reinforces an increasingly discerning and demanding consumer. 84% from retailers believe in greater search for aggressive discounts, 60% point to intense price comparison and 48% projects focus on higher value-added products. The installment follows as differential, with 56% of purchases made in 7 to 10 installments. 

Regarding the customer experience, more than a third of respondents (36%) already measure satisfaction through NPS, while 32% use SAC and social networks, and another 32% still do not adopt formal tools. Feedback, however, is valued: 72% say to always use it for improvements. Among the priorities, we highlight communication of offers (24%), product variety (24%), product range, agility in delivery (20%).  

The relationship with customers after Black Friday is maintained mainly by WhatsApp (72%), email marketing (68%) and CRM (52%), with actions extending until Christmas in 40% of cases. For the next few years, retailers point out as most impacting trends the sales growth via social media (64%), a integration between physical and online store (56%) and the expansion of marketplaces (48%). 

In the perception of retailers, consumers prioritize lightning discounts (60%), followed by combos of products with special price (16%) and free shipping (16%) as decisive differentials. 

Finally, changes in consumer behavior also draw attention, with 68% already realize greater demand for shorter delivery times and 40% they observe a more rational consumption, based on intense price comparison. This reinforces the need for increasingly agile, digital and data-driven strategies to serve an increasingly demanding public. 

“A Black Friday continues as one of the biggest sales opportunities of the year, but also as a great test of maturity for retail. At RCELL, we believe that understanding these trends is critical to supporting our partners and ensuring they are prepared to grow sustainably in this increasingly competitive landscape”, he concludes.