Yes, there is Black Friday in Brazil! It is one of the country’s most highly anticipated shopping events of the year. This article covers everything you need to know about Brazilian Black Friday, which has become a key date for both merchants and consumers alike.
Here’s what we’ll explore about Black Friday in Brazil:
– When did Black Friday start in Brazil?
– How does Black Friday work in Brazil today?
– Where are Brazilians shopping for Black Friday deals?
– What products are Brazilians buying this Black Friday?
– How much will Brazilians spend on Black Friday?
– What payment methods do Brazilians prefer on Black Friday?
When did Black Friday start in Brazil?
“Black Friday” may be relatively new to Brazilians, but they’ve quickly embraced it as a major date on their commercial calendar. It has become one of the most anticipated days of the year for merchants—and, of course, for consumers. In the United States, the event always takes place on the Friday after Thanksgiving, when stores offer big discounts to jumpstart holiday shopping season.
In Brazil, Black Friday tradition has been kept on the last Friday of November. Since its debut in the country in 2010, Black Friday has become increasingly popular—and profitable. For example, sales reached R$3 million in 2010, considering the consolidated results for the entire sales period. Itskyrocketed to R$100 million by 2011, according to data brought by Folha de São Paulo (ClearSale). In 2015, sales hit R$1.57 billion. By 2019, R$3.2 billion, considering both Thursday and Friday.
However, it was during the first pandemic year, in 2020, that numbers truly soared: R$6 billion in sales during “Black Friday warm-up week” from November 19-27. Including the extended weekend, another R$1.5 billion was added. Friday alone accounted for approximately R$3.1 billion in sales.
Over time, Brazil’s sales season has evolved to maximize profits and offer more benefits to customers. To avoid store chaos, big crowds, website crashes, and, of course, increase consumer appeal, many brands have expanded Black Friday into ‘Black Week’ or even ‘Black November’—a full month of special deals.
What is Black Friday like in Brazil today?
Black Friday has solidified itself in the commercial calendar of the Brazilian market. For merchants, it’s an works as an indicator of retail performance for the end of the year.
Research shared by O Povo, shows that Black Friday is the second most searched commercial event in Brazil, considering a range between September 2023 and September 2024. It is only behind “Father’s Day.” For comparison, In November 2023, during the last Black Friday period, the term registered 3.5 million online searches, ahead of dates like “Mother’s Day” (2.8 million), “Valentine’s Day” (1.7 million), and “Children’s Day” (1.6 million). For 2024, it is expected that the term will be searched between 3 to 3.4 million times, reflecting the solid consumer interest and the strategic importance of this date for merchants.
This year’s Black Friday will be on November 29th, and according to InfoMoney, it’s expected to generate around 9.3 billion BRL (approximately 1.6 billion USD) in sales in Brazil. Now approaching its 14th edition in the country, Black Friday has become an increasingly strategic event for merchants, as many shoppers wait for this season to benefit from significant discounts.
Where are Brazilians shopping for Black Friday deals?
There’s no definitive answer to what Brazilian shoppers’ top choice is for Black Friday, as research varies on the subject. However, available data gives us a possible scenario of what’s ahead: according to Veja and data from Opinion Box, 66% of Brazilians plan to take advantage of Black Friday deals in November. Over half of consumers (58.2%) plan to shop online, with 47.8% opting for marketplaces and 44.3% through apps. Physical stores are still a popular choice, with around 30% of respondents indicating they prefer in-store shopping for Black Friday deals.
What products are Brazilians buying this Black Friday?
As Black Friday gets closer, Brazilian shoppers are showing a strong preference for some classic favorites. According to data from Google, published by Meio Mensagem, here’s what we know for 2024: Electronics goods top the list again this year, with 76% of consumers planning to buy in this category. Fashion follows closely at 59%, with beauty and personal care items at 44%.
Beyond these popular picks, we’re also seeing interest spread into home goods (41%), food (33%), and leisure items (29%), as well as travel (15%) and services (14%). Even pet products (12%), education (9%), and vehicles (6%) are making it onto shoppers’ wish lists. This wide range of interests means Black Friday in Brazil is shaping up an excellent opportunity for retailers in nearly every category.
How much will Brazilians spend on Black Friday?
The survey shared by Veja, featuring data from OpinionBox, also reveals how much Brazilians are planning to spend on Black Friday 2024. A majority—23.2%—anticipate spending over 1,000 BRLs (around 200 USD), while 20.1% are still undecided about their budget. Shoppers expecting to invest between 500 and 1,000 BRLs (100 to 200 USD) represent 18.4% of the responses. Another research, brought by CNN Brasil, reveals that approximately 62% of Brazilian consumers plan to spend up to R$3,000 (around 600 USD) on purchases during Black Friday 2024.
It is interesting to note that more than 66% of participants in OpinionBox’s survey said they save up throughout the year with Black Friday in mind, highlighting just how pivotal this shopping event has become in Brazil for retailers and consumers alike.
What payment methods do Brazilians use on Black Friday?
In terms of payment methods, Brazilian shoppers are showing diverse preferences for Black Friday 2024. Data shows that 38.3% of consumers plan to use installment payments on credit cards, followed by 24% who prefer to pay the full amount upfront on credit, and 22.6% who prefer Pix. This data emphasizes how essential it is for retailers to adopt strategies that combine competitive pricing, ease of use, and a seamless shopping experience across both online and offline channels.
Pix, in particular, has experienced remarkable growth, further solidifying its role in Brazil’s payment landscape. According to a report shared by E-Commerce Brasil, the number of Pix transactions during Black Friday 2023 surged by over 1,400% compared to the previous year.
During the last Black Friday season, Pix processed an impressive 67 million BRLs in transactions, reflecting its popularity among consumers looking for quick, secure payment options. This surge in Pix usage highlights how this instant payment method has become a key player during high-demand shopping periods like Black Friday.
As Black Friday continues to evolve in Brazil, it’s clear that offering flexible payment options can make a substantial impact on sales and customer satisfaction. Retailers who leverage these trends—integrating popular payment methods such as Pix and accommodating diverse consumer needs—are positioned to thrive in this competitive landscape. With the right approach, Black Friday presents a significant opportunity for businesses to capture new customers, drive loyalty, and maximize revenue.
