Black Friday: Mercado Livre announces R$100 million in coupons and Mercado Pago presents the largest consumer trends survey for the date

Mercado Livre is preparing for another Black Friday historic: the brand has just announced R$100 million in coupons, which represents an increase in investment of 150% compared to the previous year. To follow the contribution, the company launches the largest campaign in its history, starring great ambassadors such as Marcos Mion, Susana Vieira, Nicole Bahls, Ana Castela and Neymar Jr.

The expectation for the date is great, according to the study “Panorama de Consumo”, conducted with more than 42 thousand users of Mercado Pago and the marketplace, 81% of participants plan their purchases in advance, number 6 pp. above last year. “Just like consumers, we also prepare all year round to ensure a historic Black Friday not only for the brand, but for our sellers. Our goal is clear: to be the main lever for them to multiply their results and have record sales, ensuring the fastest delivery in the country and a shopping experience that meets consumer expectations”, he says Tulio Landin, senior director of Marketplace of Mercado Livre.

Mercado Pago is also investing in the shopping season: digital bank customers will have exclusive benefits in Mercado Livre, such as installments up to 21 times on credit card and cashback on time in Meli Dollar for Meli+. “ subscribers“The synergy within the ecosystem ensures the best experience for our customers and sellers. Those who buy in the marketplace with Mercado Pago have even more advantages, whether with special payment conditions or cash back”, he comments Felipe Castano, Head of Marketing and Growth at Mercado Pago in Brazil. The digital bank also offers 100% of cashback in the value of new machines purchased, also boosting physical sales in the period.

Research reveals more planned, confident and digital consumer

The study “Panorama de Consumo”, 14 To 20 October, points out the main trends for the date: almost half of Brazilians plan to take advantage of discounts and anticipate Christmas and holiday shopping (47%). The most desired categories are Home Appliances, Electronics, Home & Decoration, Fashion & Beauty, with the last two gaining momentum over the previous year, driven by digital influence and increased frequency of purchase, reaching for the first time the #Top4 and #Top5 of most searched categories.

Research also shows that 76% of buyers consider having a discount coupon as a decisive or very important FACTOR‘ when hitting the hammer in the purchase.In addition, Artificial Intelligence tools have also been gaining prominence in consumer buying behavior. 48% of them have already stated that they intend to use AI, like chatbots and virtual assistants, to search for offers and compare prices during Black Friday ' A move that confirms the advancement of the digital journey and technology as an ally of smart consumption.

The survey reveals a more confident and active consumer in shopping: average oticket follows high and in line with the study of last year, being that 24% intend to spend above R$2.000; 28% between R$1.000 and R$2.000; 26% between R$500 and R$1.000 and the rest (22%) up to R$500, consolidating an average range higher than R$1.500.

For the fourth year in a row, credit cards are the preferred payment method on Black Friday (41%), with Pix coming in 2nd place with 29% intention to use (+ 10 pp. vs 2024). Credit line (20%), debit card (9%) and boleto (1%) are other payment options for the date.

When paying by credit card, 77% of the interviewees choose to install, of which 72% they divide their expenses up to 6x, number 3 pp. above compared to last year, 23% of people intend to install up to 12x and 5% in over 12x.

“The Brazilian likes to save and is looking to make increasingly conscious decisions: seeking better prices, using AI to compare options and organizing to take advantage of promotions. For example, 55% of users who want to buy home appliances, the most sought category and with a high average ticket, want to install above 6x”, he comments Castanus.

Brand launches the biggest campaign in its history

The Black Friday of Mercado Livre will be marked by the largest campaign ever carried out by the company in Brazil. And to strengthen the unmissable offers for the date, the campaign will begin with emphasis on 11.11, with the presence of iconic figures that Brazilians love, such as Marcos Mion, Susana Vieira, Nicole Bahls, Ana Castela and Neymar Jr. Created by GUT, the action will have a 360-degree strategy, with insertion in TV, digital and social networks, as well as interactive activations that will distribute discount coupons throughout the country here.

“A campaign full of iconic artists, a hit to not get out of your head and a lot of Brazilianness. The 11/11 Black Friday of the Free Market this year will go down in history, reaffirming its commitment to provide Brazilians not only unmissable offers, but also a unique shopping experience that resonates with the culture of the country and creates emotional connections with consumers, where each refrain turns into an irresistible offer, generating measurable and impactful results.” comments Alessandra Visintainer, Managing Director of GUT Sao Paulo

“All these investments have a main objective: to generate the best experiences for sellers and buyers. We invest in logistics to ensure the fastest delivery in Brazil, in technology to offer the best usability and tools, and in marketing to win and engage more and more customers. Together, we will make the biggest Black Friday in the history of Mercado Livre”, it concludes Landin.