Black Friday 2025 will take place on November 28th and more than 88% of merchants in Rio believe that their sales can be boosted during the promotion period, according to a survey carried out by the Rio de Janeiro Shop Directors Club (CDLRio) and the Rio de Janeiro Municipal Shopkeepers Union (SindilojasRio).
The potential exists, but realizing it depends on good campaign planning, warn business management experts.
— Entrepreneurs should not enter the campaign just to enter. If you are not 100% prepared, it is better to run a promotion outside of Black Friday — says Raquel Abrantes, Market Manager at Sebrae Rio, explaining that the visibility of Black Friday can have a positive or negative impact on the same promotion: — There is no point in going in without having stock or without seeing the delivery logistics in the case of an online store.
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If the customer does not receive the product, they will never return to the store and can still file a complaint with consumer protection agencies. But, if the campaign is good, in addition to increasing sales, it can result in customer loyalty and future referrals.
EXTRA brings, in this report, tips on how the owner of a small business can now plan their campaign and use artificial intelligence, free of charge, in order to make the steps more agile and effective.
— Black Friday 2025 marks the first edition in which consumers and merchants rely on artificial intelligence and this helps democratize opportunities for small businesses. Using the right tools and getting the right strategy and timing right, the expansion of possibilities becomes inevitable — highlights Viviane Souza Melchert, head of Commerce at Google Brazil.
‘Warms up’ in a month
Expert tip – Marcelo Carvalho, entrepreneur and academic coordinator of the MBA in Communication and Marketing in Digital Media at Estácio, put together a suggestion for planning Black Friday in one month. Check it out:
Week 1 – To begin with, a good way is to know your customers’ shopping habits in order to offer promotions not for what sells the most, has always sold or sells alone. And yes, the product that generates value, a complementary purchase or even one that has a higher-than-expected psychological price perception and that can, with the campaign discount, have an increase in output.
Week 2 – Don’t leave it to communicate only during the week of Black Friday. Create purchase intention polls, wish lists, build promotion alarms, spoilers and move your store’s networks, creating reach and engagement for your promotions.
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Week 3 – If possible, take some actions in advance, with the guarantee that the prices charged will not be lower during Black Friday. You can, for example, do a “Esquenta Black” bringing a different promotion per week, which helps to create traffic and buzz in your store and your brand. In communication, use photos, videos, unboxing and real product testing, to give the customer security.
Week 4 – Monitor your main competitors, check the actions and prices they are charging. Be alert to decide and adjust dynamically, quickly, whatever can and is interesting to be adjusted. And above all, be ready. Make your access channels easy and public and set up a structure to respond to queries and purchase requests that arrive, even in the early hours of the morning.
Uses of Artificial Intelligence
Company on Google – Having a Company Profile on Google guarantees your presence in search and on Maps. Visit business.google.com/add, log in with a Google account, click “Add your business to Google” and follow the instructions to add business details, such as name, category, address and service area. Google’s AI can automatically suggest improvements based on searches in your region, helping your business attract even more customers.
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Content with Gemini – Use Gemini to generate free product descriptions, offer emails, and social media posts. Ask for short, eye-catching texts adapted for Black Friday. Gemini can be used directly in Google Docs or Gmail to draft campaigns in minutes.
Inventory and logistics with Google Sheets and Gemini – Gemini’s free AI can help you organize and forecast demand based on your past sales data. Upload your inventory spreadsheet to Google Sheets and ask Gemini to identify the best-selling products and those that need the most attention to avoid running out of products on Black Friday.
Trending with Google Trends ni – Gemini’s AI suggests personalized texts for different audiences. Segment your customer list (e.g. who has already purchased a specific product) and ask AI to suggest subject lines and direct calls that encourage opens and clicks. –
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Trends with Google Trends – Use the free Google Trends to identify what consumers are looking for for Black Friday. Search for terms related to your industry and find out which ones are growing. Use these insights to adjust your ads, product descriptions, and website or social media posts.
Listing on Google Shopping – Retailers of any size can list their products for free on Google Shopping. Sign in to Google Merchant Center, click Growth, Manage Programs, and turn on free product listings. This allows when a consumer searches for a specific product, they appear in the results displayed in the Google Shopping tab. Use the Promotions feature to flag percentage discounts, cashback or free shipping with a label.
Product management – Review information about the products available in your store in Google Merchant Center before Black Friday. Merchant Center is the tool that allows you to register products to be displayed on Google platforms, whether with or without the help of advertising. For seasonal dates, it is essential to upload products and special offers early.
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Optimize campaigns – Performance Max is a tool that unifies access to all of Google’s ad inventory, whether through Search, YouTube, Display, Discover, Gmail or Maps, in a single campaign. This campaign will be distributed automatically, combining Google’s AI with the objectives defined by the company, ensuring that the business reaches the ideal audience. There is no minimum investment amount.
Images for campaigns – With ChatGPT, you can generate original images for ads, posts and banners simply and free of charge. As a first step, describe the product and the type of image you want to create. An example of a prompt to do next would be: “Create an image of a pair of athletic shoes on a colorful background, with modern lighting, in an e-commerce photography style.” If you already have a photo of your product, you can upload it and ask AI to improve the look, maintaining the brand’s colors and style.
Campaigns and slogans – With ChatGPT, entrepreneurs can develop campaign names, slogans and creative ideas tailored to their audience and brand tone. Explain the type of product you sell and the audience you want to reach, before sending a prompt like: “Create five short, creative slogans for a Black Friday campaign for a sustainable women’s clothing store.”
Product descriptions – ChatGPT helps you rewrite product descriptions highlighting benefits and keywords that increase reach in online searches. To do this, copy the current text of your description and insert the prompt: “Rewrite this product description highlighting its differentiators and optimizing for SEO.” The result can increase conversion rates by up to 20%.
Post planning – The tool can create content calendars with captions, image ideas and hashtag suggestions. To get started, list your top products and promotion dates. Then use the prompt: “Set up a posting calendar for the seven days before Black Friday, focusing on generating anticipation and conversion.”
Customer service – ChatGPT can help train teams and automate frequent responses, ensuring more agile and personalized service. List the most common questions your customers have and insert the prompt: “Simulate a dialogue between a customer and an employee about exchanges and returns during Black Friday.”
Promotional emails that convert – With just a few commands, ChatGPT creates short, persuasive texts to promote promotions and generate urgency. Enter your discount and target audience. And use the prompt: “Create a short email to announce 30% off on Black Friday, focusing on urgency and call to action.” It is also possible to request, for example, a sequence of 3 emails to reactivate old customers before Black Friday.
Image generation – With the website bing.com/create, it is possible to generate images from text, such as “photo of a window with products on sale”. Free, via browser or Bing app.
Promotional arts – To publicize offers, use designer.microsoft.com or the “Create” module in Copilot. Just describe what you want, such as “poster with red background and text ‘Discounts of up to 50%’”. The tool generates images ready to edit. Free, via browser.
Task automation – Use Power Automate (flow.microsoft.com/pt-br/) to automate tasks such as sending emails, controlling inventory and organizing orders. Free for simple flows.
