Twilio Expert Outlines Preparations for Black November 2025

We are approaching the month of November, and with it comes one of the busiest periods for commerce, both nationally and globally. For some brands, the entire month features promotional campaigns focused on boosting sales, especially in Brazil, with the famous Black November. There are also brands that focus solely on Black Friday and Cyber Monday. In any case, this period requires preparations starting now in October to ensure unforgettable and seamless shopping experiences in November, as pointed out by Tamaris Parreira, Country Director of Twilio Brazil.

Contextualizing consumer expectations, the data from the 2025 Black Friday Purchase Intention Survey, conducted by Tray, Bling, Octadesk, and Vindi, was recently published. It indicated that 70% of people already have planned purchases for the 2025 Black Friday and that 60% of them are expected to spend more than R$ 500.00 during this period, which is one of the busiest for commerce in Brazil and worldwide.

The data also points out that electronics are the most desired products (53%), with home appliances close behind (44%). Furthermore, there are indications that the consumer journey is increasingly digital, particularly focused on purchases made via mobile phones (being the most used device for shopping – 75%). Brazil seems to be leaning more towards online shopping, unlike markets such as the USA, where there is still significant activity in physical stores during this period.

Another interesting factor is that for Brazil, PIX already holds significant representation as a payment method. This year, it is expected to be used by 38% of consumers, whereas last year this figure only reached 23%.

“Based on this data, it is possible to conclude that various planning points need to be addressed to ensure that shopping experiences are relevant. For example, considering the digital consumer journey preferences, promotions designed with a focus on free shipping can be interesting, as well as investments in ads focused on online shopping. If the mobile phone is the device through which consumers intend to shop, direct messages can ensure greater focus and attention than those coming through other channels,” explains Tamaris.

Additionally, she points out that if PIX is growing, companies need to be ready to offer this purchasing channel to their customers, as it is essential to keep up with market movements. “It is almost impossible not to have adopted PIX by now, but it's not just about having the option; it's about considering the possibility of incorporating it into the purchase strategy by offering a discount, for example, or even ensuring cashback, among other strategies,” comments the executive. “At Twilio, we have natively adopted PIX payment via WhatsApp in our WhatsApp Business solution, in partnership with Meta, through the Twilio/Pay model. The proposal is to offer transaction completion during the dialogue with the consumer, streamlining processes and making the shopping experience more fluid for the customer.”

Another relevant point is that retailers typically have contracts with companies that handle their communications, providing infrastructure for sending messages through service channels such as SMS, RCS, and WhatsApp, for example. In this case, it is necessary to ensure that these companies are prepared for the increased traffic during this period; otherwise, promotional and relationship messages may not arrive in time to secure sales.

To understand the volume of traffic, in 2024, the Twilio SendGrid platform, responsible for email communications, processed over 65.5 billion emails during the Black Friday and Cyber Monday week, starting on the morning of November 26th and ending on the evening of December 2nd. This represents a 15.6% growth in the overall volume during the holiday week compared to the previous year. 

On Black Friday specifically, there were over 12 billion emails in a single day, a 13.5% growth compared to the previous year. On Cyber Monday, Twilio SendGrid processed 11.7 billion emails, representing a 14.2% growth compared to the previous year. This volume demands attention and preparation.

“Here at the company, we have adopted the HAP (Heightened Awareness Period). With the focus on online shopping, this is crucial, especially when responsible for billions of messages like we are. From the end of November to the beginning of January, we closely monitor and adjust the message throughput rate (sending speed) to recipients, in order to temporarily adjust the throughput to avoid network congestion and delays. This applies to any communication, and it is important for brands to be aware of this possibility with their messaging and communication service providers,” explains the executive.

Furthermore, data from Segment, collected over the years, indicates that shorter messages are better for engagement, just as WhatsApp is the preferred communication channel for Brazilians. “Armed with this information, it is possible to devise efficient strategies to be prepared for a fluid dialogue with customers. If we combine this issue with well-executed personalization, using accurate data from a first-line data platform, it is possible to be engaging and create unforgettable experiences for an audience that already has high expectations for this date,” comments Tamaris.

For the executive, the month of October is the time to consider all these details and adapt. “This is an issue that directly impacts the return on this crucial sales period. If brands prepare well, it is possible to embrace customer desires and achieve great results!” concludes Tamaris.