Retailers and logistics prepare for Black Friday 2026 surge

As the 2026 Black Friday season approaches, businesses across various sectors are implementing strategic preparations to manage expected surges in demand. In Brazil, e-commerce sales are projected to reach R$ 13.3 billion between November 26 and 29, representing a 20.7% increase compared to 2025. This growth is driving significant operational shifts, including the use of artificial intelligence to assist consumers in finding discounts and the expansion of logistics capabilities.

Logistics companies like Jadlog are preparing for a 30% increase in peak volume by hiring over 1,000 temporary workers and expanding driver fleets. Similarly, food delivery platform iFood has launched an extended promotional calendar running through November 30, offering discounts of up to 80% across various categories including groceries, pharmacy, and pet supplies.

However, the increased digital traffic presents significant risks. Cybersecurity experts warn of potential DDoS attacks aimed at overwhelming retail platforms, while technical specialists emphasize the necessity of robust server infrastructure to prevent site crashes during high-traffic windows. To mitigate these risks, businesses are being advised to conduct rigorous testing of checkout processes and hosting capacities.