Check out the key insights on Online Purchase Intention for Black Friday 2025
Brazilians are becoming increasingly strategic when it comes to shopping during Black Friday.
Planning ahead and buying for themselves: While the intention to buy for personal use remains dominant, more than a third of shoppers wait three months or more to take advantage of the deals — a decision that starts well before the official Friday.
Preferred channels: Amazon, Mercado Livre, and Shopee are top of mind for consumers heading into Black Friday 2025. Fully digital stores are gaining relevance, showing that e-commerce is the preferred channel for those seeking speed, variety, and competitive pricing.
Key insights for brands and retailers: Understanding this waiting period is essential for planning campaigns, inventory, and activations. Campaigns need to start earlier, on the right channels, with a focus on convenience, desire, and personalization.
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2024 Brazilian Black Friday
The 6.2% growth in Black Friday sales was positively driven by baskets predominantly composed of FMCG products, which together accounted for 41.6% of the gains during the period.
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E-commerce measurement
E-commerce Measurement
Leverage comprehensive data sets around online shopping and CPG products to drive digital growth through accurate e-commerce measurement.