Black Friday continues to prove its relevance to national retail, and 2025 was no different. A survey conducted by TOTVS through the VarejOnline by TOTVS platform indicates a 12% growth in retailers' revenue during Black Friday, compared to 2024. The data, which analyzed the performance of thousands of the system's clients throughout Brazil, demonstrates not only consumer confidence but also a strategic maturity on the part of retailers.
The star of this date in 2025 was sales via Pix, which showed a significant increase of 56% compared to 2024. Credit cards remain a strong pillar, also showing solid growth of 27%. In contrast, the use of cash suffered a 12% drop, signaling a clear and definitive transition to digital.
The survey by the VarejOnline platform by TOTVS details that sales volume and average ticket price grew by 5%, while the discount offered by retailers increased by 14%. This combination indicates more cautious consumer behavior, who already know how to identify seasonal promotions, but still avoid excessive purchases.
The date, once seen as a simple opportunity to clear out inventory, is now one of the most anticipated and planned events of the year. "This year's numbers show not only that Black Friday has definitively won over Brazilians, but also that retailers have learned to prepare strategically," analyzes Elói Assis, Executive Director for Retail at TOTVS.
