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Black Friday 2020
Black Friday 2020

Black Friday 2020: the most digital edition in Brazil’s History

Published on 11/12/2020 - Updated on 05/08/2023

Black Friday is the most anticipated day on the calendar for retail. In past editions, ecommerce participation in the Brazilian Black Friday has increased significantly: according to Ebit|Nielsen, 2.82 million consumers in Brazil bought online in 2019. Revenue during the period reached 3.2 billion reais.


Read also: Black Friday 2019 results: Boleto Flash® grows 106%


And the expectation is that Black Friday 2020 will be the most digital in history! Driven by the Covid-19 pandemic, ecommerce has already registered an important boost this year: 46% of consumers have increased their online shopping because of the pandemic, according to Fecomércio SP. In addition, social distancing has brought more than 7 million new consumers to Brazilian ecommerce.


In 2020, 48% will shop on Black Friday

According to a survey carried out by Social Miner and Opinion Box, 48% of consumers intend to make purchases this Black Friday; another 38% have not decided yet. This information contradicts some speculation that this year’s edition would not bring as much engagement due to the effects of the crisis brought on by the pandemic.

Further, the survey also revealed that online stores are the favorite shopping channel for 77% of the public, followed by apps (39%) and physical stores (39%). When searching for offers, 51% will browse on the internet.


Favorite categories on Black Friday

Electronics are consumers’ favorite category for Black Friday 2020, and top the wish list by 30%, according to a survey carried out by Pelando. Computer items follow (26%), ranked second on the wish list, followed by smartphones and cell phones (15%), and household appliances (10%).


Payment methods in Brazil: will Pix be available on Black Friday 2020?

Confirmed for November 16, Pix’s goes live just a few days before Black Friday, which this year takes place on November 27. As a result, many retailers hope to be able to offer this new payment method to their customers.

And physical stores might indeed benefit from Pix – especially small merchants, who will now have the option to receive payments digitally using only their smartphones. But in ecommerce, merchants must be extra careful: it is essential that all features on the website – and especially at the checkout page – are thoroughly tested and 100% operational.

Paula Martins is a journalist specializing in Marketing. Her areas of expertise include payment methods, digital payments, and e-commerce. Currently, ... View profile