The last weeks of November create a strange phenomenon in Brazil: a rare combination of extra income, promotional pressures and a sense of urgency. We know that the human mind interprets the idea of scarcity as something of value that should not be wasted. Shortening Black Friday works exactly on this behavioral trend to boost sales in a short period of time. Black Friday 2025 is expected to generate around R$13.34 billion in e-commerce alone, according to forecasts by the Brazilian E-commerce Association (Abiacom). The volume will be enhanced in conjunction with the payment of the first installment of the thirteenth salary. It’s an ideal scenario for thousands of consumers to feel like they’re facing a once-in-a-lifetime opportunity.