E-commerce sales during Black Friday 2025 are hotter than last year. In just the first twelve hours of the most anticipated retail date, national e-commerce reached revenues of R$1.69 billion, an increase of 24.5% compared to those recorded in the first half of last year’s Black Friday, according to a survey by Confi Neotrust, a market intelligence company that monitors the sector.
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The data takes into account cumulative sales made up to 11:59 a.m. on November 28 and compares numbers recorded on November 29, 2024, the date of last year’s Black Friday.
The calculations also indicate a significant increase in the number of applications: there were 3.27 million, an increase of 44% compared to 2.24 million last year. However, the average ticket fell by 17.87%, recording R$518.38 in the first half of the day compared to R$609.38 on Black Friday 2024, highlighting a trend already identified, where consumers buy more, but choose items with a lower average value.
Among the sectors that achieved the highest revenues during a 12-hour period, the following stand out:
- Smartphones: R$179.3 million
- Televisions: R$166.2 million
- Refrigerators/refrigerators: R$125 million
The upward trend continues since the beginning of the month. From November 1 to 27, e-commerce generated R$39.2 billion, a growth of 36.2% compared to 2024. In the same period, the number of orders increased by 48.8%, from 83.9 million to 124.9 million. The average ticket price for this month also decreased by 8.5%: from R$ 343.26 to R$ 313.98.
For Confi Neotrust’s Chief Business Officer, Leo Homerich Bicalho, the end of the pre-Black Friday phase confirms a strong acceleration curve, with revenues of R$7.2 billion and more than 51 million items sold.
– The most notable event was Thursday (27), which broke the barrier of R$ 2.28 billion in one day and recorded the largest growth peak during the week (+34.1%), proving that the anticipation strategy was decisive in attracting the consumer even before the official shift on Friday – says the executive.
However, XP analysts estimate that intense November campaigns could pose a risk to December sales, as some consumers may anticipate their purchases in search of better offers. However, the payment of the thirteenth salary brings positive expectations.
– It is important to note that this actually happened last year, when conditions were similar, but the competition – and therefore opportunities – were much less intense than they were this year – analysts note.
*Intern under the supervision of Luciana Rodriguez