11.11 action puts pressure on Black Friday, still the sales leader | Companies

According to Fernando Mansano, president of the Abiacom E-Commerce Association, traffic-to-sales conversion rates on Black Friday are much higher than those seen on dual dates (such as 9/9, 10/10, and 11/11), despite the event’s increased media presence. “The increase in sales on double dates is up to 50% compared to a regular day, and on Black Friday, so far sales are still triple. Black is unbeatable,” he said.

In 2024, the value of Brazilian fashion and footwear retail trade grew by 9.9% in November, higher than the growth rate of 9.4% in October and well above 5% in September, compared to the previous year, according to data from the monthly trade survey conducted by IBGE.

For food and beverages, sales (in nominal revenue) rose 13.1% in November, 12.4% in October, and 6.3% in September, which is also a rising curve.

However, in 2024, the date of 11/11 is not announced by sites like Mercado Livre and Amazon as was the case this year.

Nearly seven out of ten consumers say they intend to buy a product offered during promotional actions on November 11, according to the Panorama de Consumo/Black Friday 2025 survey, conducted by Mercado Livre and Mercado Pago, with about 42 thousand people.

Furthermore, 76% of consumers consider coupons crucial or very important when making purchases – reinforcing the tactic of companies launching multi-million-riyal coupons this year.

This year, Mercado Livre is offering R$100 million worth of vouchers between the end of October and the beginning of December, a 150% increase in promotional investments compared to the previous year. Shopee is giving away R$16 million worth of coupons in just one day today.

11/11 was born as “Singles’ Day” in Asian commerce, arriving in Brazil via the AliExpress and Shopee platforms.