Black Friday growth drives demand for operational and marketing readiness in Brazil

Black Friday has become a cornerstone of Brazilian commerce, requiring extensive operational preparation to prevent failures during high-demand periods. According to Confi Neotrust, Brazilian e-commerce recorded 8.69 million orders during the 2025 Black Friday, a 28% increase from the previous year, with revenue reaching R$ 4.76 billion. Projections from Stefanini Marketing suggest that the promotional week could see up to 18.3 million orders in 2026.

To manage this growth, companies must integrate payment systems, digital platforms, inventory control, and logistics. Experts warn that technical instabilities, such as website crashes or payment failures, can damage consumer trust. Effective preparation involves capacity testing, constant monitoring, and ensuring that management systems and anti-fraud tools can handle sudden transaction surges.

Beyond infrastructure, marketing experts emphasize that driving traffic alone does not guarantee sales. Rylson Silva, Commercial and Marketing Director at Proxy Media, suggests that successful conversion requires planning months in advance to organize offers and build an audience. Strategies include using the pre-Black Friday period to generate leads and leveraging existing customer data through CRM to reduce reliance on expensive paid media during peak competition.