If confirmed, the result will represent an expansion of 2.4% in relation to the volume sold on the same date in 2024
Sales for this year’s sales campaign, which will take place this Friday (28), are expected to generate a record volume of R$5.4 billion, the highest ever recorded in the historical series started in 2010. The projections are from the National Confederation of Commerce in Goods, Services and Tourism (CNC).
If confirmed, the result will represent an expansion of 2.4% in relation to the volume sold on the same date in 2024.
“It is a time of caution in the national economy, of uncertainty in the external scenario and of record debt for Brazilian families, but, even so, we will see an increase in Black Friday sales this year”, declared José Roberto Tadros, president of the CNC-Sesc-Senac System, in an official note.
According to the CNC, the high level of household debt, the high level of default and the increase in the cost of credit prevent further growth in sales. On the other hand, the increase in volume sold will be driven by a more favorable exchange rate and the low level of unemployment.
“In the last 12 months, the average exchange rate in relation to the dollar fell 8.3%. The current exchange rate shows a more favorable outlook for the purchasing power of the real, a different scenario from that observed in November 2024, when the dollar was around R$5.80”, the entity pointed out.
“The favorable situation in the labor market in recent months, with a repeated lower level of unemployment in the historical series of the Brazilian Institute of Geography and Statistics (), has led to a tendency for an increase in the level of retail activity, in relation to the comparison between years. In the second quarter of this year, the real mass of income showed an increase of 5.5% compared to the same period last year.”
For Black Friday 2025, 68% of sales should be concentrated in the hypermarkets and supermarkets (R$ 1.32 billion), electronics and household appliances (R$ 1.24 billion) and furniture and household appliances (R$ 1.15 billion) segments. Other highlighted sectors will be clothing and accessories (R$0.95 billion) and pharmacies, perfumeries and cosmetics (R$0.38 billion).
CNC highlights that Black Friday is the fifth most important commemorative date for retail, behind Christmas, Mother’s Day, Children’s Day and Father’s Day.
The entity carried out a daily price survey of 150 items grouped into 30 product lines over the last 40 days to assess the potential for effective discounts during the sales campaign.
According to the CNC, the survey revealed that 70% of categories have a high potential for effective price reductions on that date, especially stationery items (-10.14% in the last 40 days), books (-9.02%), jewelry and costume jewelry (-9.01%), perfumery (-8.20%), housewares (-8.18%) and personal hygiene (-8.11%).
*With information from Estadão Conteúdo
Published by Nátaly Tenório
