Black Friday Participation Peaks in Brazil's South and Center-West

By Tom Whitfield

Forty-seven percent of consumers in Brazil's South and Center-West have shopped on Black Friday, four points above the national average of 43%, according to a survey by research firm Nexus on Brazilian consumption habits during the event.

The South is the only region where participants outnumber non-participants: 47% of respondents there have bought during the event, against 46% who never have. In the Center-West, 48% have never taken part.

The Northeast posts the weakest engagement. Sixty-one percent of respondents there say they have never purchased in any edition of Black Friday. In the North, that share is 55%; in the Southeast, 53%.

What do the regional gaps mean for marketers?

Marcelo Tokarski, CEO of Nexus, said the data point to a market with sharply uneven maturity across regions — and a large untapped audience.

"The data show a Brazil with quite unequal regional dynamics regarding the maturity and reach of Black Friday. The 61% of non-participants in the Northeast and more than 50% in the North and Southeast also point to a large contingent of consumers yet to be won over," Tokarski said.

The numbers matter for retailers that treat Black Friday as a national moment. In practice, more than half of consumers in three of Brazil's five regions have never bought during the event. That gap, per Tokarski's reading, represents upside rather than saturation.

Where do Black Friday shoppers buy: online or in stores?

The Southeast is the most digital market. Among the region's consumers who typically use the date, 67% prefer online stores, while 33% choose physical stores first.

The North runs the opposite way: 65% of its Black Friday shoppers prefer buying directly at brick-and-mortar establishments. The Center-West also leans strongly toward in-person retail, with 57% of consumers choosing physical stores.

The split means channel strategy cannot be uniform. A digital-first campaign fits the Southeast; the North and Center-West reward physical retail presence.

Which region buys on impulse?

The North stands out for unplanned purchases. Among the region's Black Friday buyers, 12% admit buying items without prior planning — double the rate observed in the Southeast (5%) and the Center-West (5%). In the South, the figure is 7%; in the Northeast, 8%. The national average is also 7%.

Why the timing matters

Black Friday has become a key date for Brazilian commerce in recent years, with consumers using it to pull Christmas purchases forward, the survey notes. Nexus, which has tracked news and consumption in Brazil for 50 years, frames the event as established but regionally uneven.

For brands, the takeaway is straightforward: the South and Center-West are conversion markets, while the Northeast, North and Southeast still hold majorities of first-time Black Friday buyers to be persuaded.