Consumers are taking advantage of Black Friday promotions to anticipate purchasing panettone, drinks, meats and fruits in drink, according to a survey by Abras (Brazilian Supermarket Association) released on Thursday (27).
The association’s survey shows that in 2024, the volume of purchases in supermarkets in November increased by 27.3% compared to the same period in 2023.
“The increase in sales on Black Friday is mainly concentrated in the food sector,” Marcos Millan, vice president of Abras, said during a press conference.
Library assistant Anne Yasmin, 34, tried to win a panettone in a Black Friday promotion at a market in El Salvador (BA), but was unable to reach the minimum purchase price. “Since the beginning of November, I have been looking for good opportunities,” he says. “I went to three malls on the same day.”
She also takes advantage of the date to buy Christmas gifts for family and friends, in addition to new clothes and cosmetics for the celebrations. “I’ve already been stocking up to avoid the holiday rush.”
This Wednesday (26), Cocoa Fair launched “Choco Friday”, a sale on panettone with a discount of up to 22% during the weekend of promotions. Discounts apply to Truffle Panettone, Brigadero and La Crème.
Bauducco is offering 41 panettone and chocolate options on its website with a 20% discount during Black Week. In particular, boxes containing six, 12 and 16 units.
Brasil Cacau has launched the “Tamo Junto e Recheado” promotion, which in some units offers a 50% discount on the second panettone.
Copenhagen is also offering 30% discounts on the second unit of panettone in participating units.
Christmas products are more expensive
Despite the relief on Black Friday, panettone and chocolate are 7.4% more expensive than last year, according to Abras. This increase was led by special types of panettone, such as truffles, whose prices rose by 8.3%. Chocolate prices rose by 7.1%, and traditional panettone prices by 6.8%.
Overall, Christmas basket prices rose 3.5%, mainly driven by typical festive proteins.
Fish saw the largest increase in 2025 and rose by 7.3%, followed by pork (7.1%), cod (7%), cod (7%), sirloin (6%), turkey (6%), and chesterfield (5.5%). Christmas protein orders are expected to grow by 10% compared to 2024.
The price of olive oil is expected to decline by 18% in 2025, compared to the period of scarcity it went through at the end of last year. As for olives, they increased by 8%, and walnuts by 7.7%.
Peaches in syrup rose 7.2%. Special or imported fruits represented 6.7%, followed by dried fruits (6%), and national seasonal fruits (4.5%).
In beverages, imported wines rose by 9.6%, and sparkling wines by 7.1%.