On the eve of Black Friday, Brazilian e-commerce reached a revenue of R$ 2.28 billion, a 34.1% increase compared to the eve of the previous Black Friday. The analysis considers the accumulated sales made on November 27th and compares the figures recorded on November 28th, 2024, the eve of last year's Black Friday. The data was extracted from the Hora Hora Platform of Confi Neotrust, a market intelligence company that monitors Brazilian e-commerce.
The number of orders, in turn, was 63.2% higher, with 5.9 million orders completed compared to 3.6 million last year. The average ticket price, however, fell by 17.87%, registering R$ 385.65 on November 27, 2025, compared to R$ 469.51 on the eve of Black Friday 2024, which shows that consumers are buying more, but opting for items with a lower average value. The categories that stood out the most on the eve of Black Friday were: TVs (R$ 150.6 million), smartphones (with revenue of R$ 143.4 million) and footwear (R$ 111.7 million).
Considering the period from November 1st to 27th, 2025, sales remain strong, with revenue of R$ 39.2 billion, a 36.2% increase compared to 2024. Regarding the number of orders, growth was 48.8%: 124.9 million in 2025 versus 83.9 million in 2024. The average ticket price for the month fell by 8.5%: R$ 313.98 in 2025 compared to R$ 343.26 from November 1st to 27th, 2024.
According to Léo Homrich Bicalho, Head of Business at Confi Neotrust, the closing of the pre-Black Friday phase (November 24-27) consolidates an aggressive acceleration curve, reaching R$ 7.2 billion in accumulated sales and more than 51 million items sold.
“The big highlight was Thursday (27), which broke the R$ 2.28 Billion barrier in a single day and recorded the highest growth peak of the week (+34.1%), proving that the anticipation strategy was decisive in capturing the consumer even before the official turn of Friday. This is what we had already predicted considering the Black November we have been experiencing, with 11/11 registering the highest sales peak in a single day so far. The slight drop in the average ticket, in turn, can be explained by something we have observed in previous years: the consumer reserves the purchase of higher-value products for Black Friday,” he analyzes.
About the Black Friday Hora a Hora platform
The study was based on data extracted from the Black Friday Hour by Hour Platform, developed by Confi Neotrust, a company that monitors Brazilian e-commerce. The platform allows retailers to customize performance analyses according to their business vision and access information that provides an overview of the sector, with hourly updates and strategic indicators (revenue, units sold, prices charged, and market share) for more than two thousand e-commerce categories and subcategories, including segmentation by region and state of the country.
Data scope
Confi Neotrust monitors the evolution of the e-commerce landscape, based on real transactions from more than seven thousand partner stores, offering analyses of purchases and profiles of more than 80 million digital consumers. The studies are generated based on information continuously collected from online retailers across the country, covering an average of 2 million orders per day.
