We are approaching November, and with it one of the busiest times for commerce, both nationally and globally. For some brands, the entire month is filled with promotional campaigns focused on boosting sales, especially in Brazil, the famous Black November. There are also brands that focus only on Black Friday and Cyber Monday. In any case, this period demands preparations now in October to guarantee unforgettable and seamless shopping experiences in November, as pointed out by Tamaris Parreira, Country Director of Twilio Brazil.
Contextualizing consumer expectations, data from the Purchase Intention Survey – Black Friday 2025, conducted by Tray, Bling, Octadesk, and Vindi, was recently published. This survey indicated that 70% of people already have purchases planned for Black Friday 2025, and that 60% of them expect to spend more than R$ 500.00 during this period, which is one of the busiest shopping periods in Brazil and worldwide.
The data also indicates that electronics are the most desired products (53%), with home appliances close behind (44%). Furthermore, there are signs that the consumer journey is increasingly digital, especially focused on purchases made via mobile phone (being the most used device for shopping – 75%). Brazil seems to be trending towards online shopping, unlike markets such as the US, where there is still a lot of activity in physical stores during this period.
Another interesting factor is that in Brazil, PIX already has significant representation as a payment method. This year, it is expected to be used by 38% of consumers, compared to only 23% last year.
“Based on this data, it is possible to conclude that several planning points need to be addressed to ensure that shopping experiences are relevant. For example, with preference guidelines that address the digital consumer journey, promotions focused on free shipping can be interesting, as well as investments in ads that focus on online shopping. If mobile phones are where consumers intend to buy, direct messages can guarantee greater focus and attention than those that come through other means,” explains Tamaris.
Furthermore, she points out that if PIX is growing, companies need to be ready to offer this purchasing channel to their customers, as it is necessary to keep up with market trends. “It’s almost impossible not to have adopted PIX currently, but it’s not just a matter of having the option, but of observing the possibility of working with it in the purchasing strategy, offering discounts, for example, or even guaranteeing cashback, among other strategies,” comments the executive. “At Twilio, in partnership with Meta, we adopted PIX payments natively via WhatsApp in our WhatsApp Business solution, using the Twilio/Pay model. The goal is to offer the completion of a transaction during the dialogue with the consumer, streamlining processes and making the purchasing 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 customer service channels such as SMS, RCS, and WhatsApp, for example. In this case, it's crucial to check if 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 sending email communications, processed more than 65.5 billion emails during the week of Black Friday and Cyber Monday, starting on the morning of November 26 and ending on the evening of December 2. This represents a 15.6% growth in the overall volume for the holiday week compared to the previous year.
Specifically on Black Friday, more than 12 billion emails were processed in a single day, a 13.5% increase compared to the previous year. On Cyber Monday, Twilio SendGrid processed 11.7 billion emails, representing a 14.2% increase compared to the previous year. This volume demands attention and preparation.
“Here at the company, we adopted the HAP (Heightened Awareness Period). With a focus on online shopping, this is crucial, especially when you're responsible for billions of messages like we are. From the end of November to the beginning of January, we closely monitored and adjusted the message transfer rate (sending speed) to recipients in order to temporarily adjust the transfer rate to avoid network congestion and delays. This applies to any communication, and it's important that brands are aware of this possibility with their messaging and communication service providers,” explains the executive.
Furthermore, Segment data, collected over the years, indicates that shorter messages are better for engagement, and WhatsApp is the preferred communication channel for Brazilians. “Armed with this information, it’s possible to devise efficient strategies to be prepared for a fluid dialogue with customers. If we combine this with well-executed personalization, using accurate data from a leading data platform, it’s possible to be engaging and create unforgettable experiences for an audience that already expects a lot from this date,” comments Tamaris.
According to the executive, October is the time to think about all these details and adapt. "This is an issue that directly impacts the return on investment during this crucial sales period. If brands prepare well, it's possible to meet customer expectations and achieve great results!", concludes Tamaris.
