Black Friday set to bring R$17 billion in Brazilian sales

Black Friday in Brazil is projected to generate R$17 billion in sales on the last Friday of November, according to the Associação Brasileira das Empresas de Cartões de Crédito e Serviços (Abecs) and Instituto Datafolha.

Abecs and Datafolha project a 13.2% increase over the amount forecast for the previous year. Their survey found that 45% of Brazilians plan to make purchases on Black Friday.

A broad shopper base, with uneven spending plans

Abecs and Datafolha found average intended spending of R$1,497, 5% above the R$1,422 recorded in their 2025 survey. The research also found that 63% of respondents expect to spend up to R$1,000.

Purchase intentions tilt toward appliances and electronics

Abecs and Datafolha's survey gives the following purchase intentions:

• Appliances: 32%
• Electronics: 27%
• Clothing: 15%
• Furniture: 10%
• Beauty and cosmetics: 5%

Abecs and Datafolha found that 60% of people aged 18 to 24 plan to buy on Black Friday, and 54% of consumers in the A/B classes.

Card payments point to installment demand

Abecs and Datafolha found that 56% of respondents intend to pay with a credit or debit card. Among that group, 86% plan to pay in installments.

Online and physical stores split the audience

Abecs and Datafolha found a near-even channel split: 52% of respondents plan to buy online, while 51% plan to visit physical stores.

Ecommerce is the first choice among men, at 56%; people with higher education, at 72%; and A/B consumers, at 68%.

Physical stores are the preferred option among consumers with fundamental education, at 69%, and those in the D/E classes, at 64%.

The Southeast leads regional demand

Abecs and Datafolha project sales of:

• Southeast: R$7.3 billion.
• Northeast: R$4 billion.
• South: R$2.5 billion.
• North: R$1.5 billion.
• Center-West: R$1.3 billion.

Abecs and Datafolha say the Southeast will account for the largest volume of purchases. The regional estimates give merchants a basis for inventory and media planning.

What does this change for marketers?

For marketers, the Abecs and Datafolha survey supports three practical adjustments. Promote installment options to the 56% who expect to use a card, given that 86% of that group plan to pay in installments.

Segment online and store campaigns by audience. Men, higher-education shoppers and A/B consumers lean online, while fundamental-education shoppers and D/E consumers lean toward stores.

Align regional resources with the forecast. The Southeast accounts for R$7.3 billion of projected sales, ahead of the Northeast at R$4 billion and the South at R$2.5 billion.

Average spending also needs a segmented approach. Abecs and Datafolha put the average at R$1,497, while 63% expect to spend up to R$1,000. Campaign assumptions should not treat R$1,497 as a universal ticket size.

Retailers entering the next Black Friday can use these findings to plan payment offers, channel targeting and regional inventory against a projected R$17 billion market.