Brazilian consumers adopt strategic approach for Black Friday

Brazilian consumers are becoming increasingly strategic and informed ahead of the Black Friday shopping season. Research from Google indicates a shift toward a “Black Friday of Planning,” where shoppers arrive more prepared with wish lists and active price research. Approximately 48% of respondents already have wish lists ready, and 44% have begun researching prices.

Experts suggest that competing on discounts alone may no longer be sufficient. To remain competitive, brands must focus on relevance through data, offering benefits such as cashback, fast shipping, and flexible payment conditions. The integration of technology—specifically artificial intelligence, retail media, and CRM tools—will be essential for brands to personalize communication and build consumer trust.

Consumer optimism is also notable, with 41% planning to spend more than in the previous year and 69% believing their financial situation will improve over the next six months. Additionally, 15% of shoppers intend to use artificial intelligence to monitor prices and evaluate the value of promotions.