Black Friday, scheduled for November 28, is one of the most competitive dates in global retail. For entrepreneur, barber, and educator Elias Torres, “Seu Elias,” the biggest challenge for brands is not just about selling more on this date; it is also a time to reflect on what we have done during the year, what remained on paper, and what we truly want to carry forward into 2026.
Recognized for transforming 3-real haircuts into a business ecosystem with premium services, a professional university, his own cosmetics line, and large-scale events, Seu Elias argues that predictability is the enemy of creation. “People do not act based on logical thinking. Human behavior is emotion, impulse, and desire. Those who learn to surprise, win,” he says.
For him, sales success, especially on Black Friday, depends less on spreadsheets and more on the ability to create captivating experiences. “Working with precision brings security, but it can kill inspiration. Enchantment, boldness, and emotion are sources of energy for the business,” he summarizes.
The entrepreneur lists ten practical steps for those who want to achieve a results-driven Black Friday, with genuine emotion and connection to the consumer:
1. Turn discounts into experiences
“It's not the price that sells, it's the value of the experience. If the customer remembers how they felt, they will return,” he states. Elias suggests that brands create personalized experiences, such as exclusive haircuts, surprise gifts, or direct interactions on social media.
2. Go beyond logic
“Predictability moves the world, but it doesn't move people.” Elias recommends actions that break away from the obvious, such as challenges, live streams, unexpected launches, and non-standard customer service.
3. Relate as people, not as a brand
“Automated messages don't enchant anyone.” The entrepreneur advocates using direct channels, WhatsApp, and social media to create closeness with the consumer, through personalized messages and human language.
4. Prepare the team to enchant
For him, customer service is the heart of any campaign. “Training the team is preparing those who will deliver what the brand promises. Inspired people transform the customer.”
5. Be mindful of inventory, but don't lose momentum
Management must be precise, but without stifling the business. “Planning is essential, but flexibility is what keeps the operation alive,” he teaches.
6. Deliver more than promised
“Today, the public wants brands that tell stories and deliver on their promises. It's not enough to talk; you need to deliver the best.” Elias emphasizes that transparency and consistency build trust.
7. Invest in a genuine digital presence
With Generation Z leading online consumption, he recommends focusing on authentic content. “It's not about visibility; it's about connection. Generation Z wants to feel like they are talking to someone, not to an advertisement.”
8. 8. Bet on cashback and smart benefits
The entrepreneur recognizes the power of well-applied financial tools. “Cashback and free delivery work when the customer feels that the brand values them, not when they seem like sales tricks.”
9. Care for after-sales with the same attention
“The sale is the beginning of the relationship, not the end.” Elias advises that after-sales should include personalized thank-yous and proactive contact, not just automated surveys.
10. Review, learn, and start over
“Every November is a mirror. It's when we understand what worked and what needs to stay in the past.” The entrepreneur argues that the analysis of Black Friday results should serve to plan the next cycle with purpose.
For Seu Elias, the secret to a good business lies in the mix of precision and sensitivity. “The modern world relies on strong brands, solid products, and tangible strategies, but people still buy with their hearts. That's why I say profit is important, but enchantment is what sustains the brand.”
