85% of consumers state that tariffs will influence their Black Friday and year-end purchases

Consumer behavior this shopping season is expected to be influenced not only by discounts but also by the opposite factor: the addition of fees and extra costs to a product's final price. According to surveya recent survey fromRakuten Advertising, 85% of consumers state that fees impact their purchasing decisions during Black Friday and the end of the year — a finding that reinforces the importance of strategies driven by transparency with the consumer.

“With increased awareness of these costs and taxes, consumers are seeking brands that communicate value clearly and authentically. Affiliates become essential in this process, as they can translate these advantages into messages that truly connect and drive conversion,” highlights Salomão Araújo, Commercial VP of Rakuten Advertising.

The survey further shows that 35% of respondents say they will shop “carefully regarding fees”, seeking to better understand the total value before purchasing a specific item, while 29% state that fees will be “an important factor” and will directly influence their choices. Another 22% will be only “slightly attentive,” while only 11% indicated that fees “will not be a relevant factor.”.

According to Salomão, this scenario creates an opportunity for brands and affiliate marketing professionals. The recommendation is to prioritize partners who can support in this regard, with communications that highlight local advantages — for example, “Why your Brazilian brand offers superior value: no fees, fast shipping, and local support”.

Additionally, according to the expert, free shipping offers can serve as a competitive differentiator to reduce cost perception and boost conversions, especially during times like this when consumers are more attentive to the final price.

The survey confirms an upward trend for digital retail. According to data from Gauge and W3haus, Black Friday 2025 is expected to generate approximately R$13.6 billion in Brazil, representing a 16.5% growth compared to the previous year. Customer behavior also reinforces the strategic role of the online environment: according to the Rakuten Advertising survey, 98% of Brazilians search for discounts and coupons before or during their purchases, driving a 5.61% increase in the “Coupons and Discounts” category audience, compared to 2024.