E-commerce revenue on Black Friday 2025 reached R$ 4.76 billion, an increase of 11.2% compared to last year. This result surpasses last year's figure of R$ 4.27 billion by half a billion reais. The analysis considers the accumulated sales from 00:00 to 23:59 on November 28th and compares it to the figures from November 29th, 2024, the day of Black Friday last year. The data was extracted from the Black Friday Hora Hora Platform of Confi Neotrust, a market intelligence company that monitors Brazilian e-commerce.
The top three categories that stood out most on Black Friday 2025 were TVs (with revenue of R$ 443.2 million), smartphones (R$ 388.7 million), and refrigerators (R$ 273.2 million). Among the products with the highest revenue, the Samsung 12,000 BTU split air conditioner led the ranking, followed by the black 128GB iPhone 16 and the Samsung 70-inch Crystal Gaming Hub Smart TV.
Home products were another highlight. The combined sales of refrigerators, washing machines, and air conditioners exceeded half a billion reais. The number of orders completed on that day was 28% higher, with 8.69 million orders completed compared to 6.74 million last year. The average ticket price fell by 12.8%, registering R$ 553.6 compared to R$ 634.4 on Black Friday 2024.
Léo Homrich Bicalho, Head of Business at Confi Neotrust, highlights the increase in the average ticket price recorded last Monday (24), from R$ 325, to R$ 554, on Friday (28). “This growth indicates the decisive migration of consumption towards high-value items. Even in this scenario of high ticket prices, the footwear category remained firmly in the Top 4 with revenue of R$ 202 million, ensuring that the transactional volume remained high in parallel with record revenue,” he says.
Compared to Black Friday 2023, which generated R$ 3.95 billion in revenue, this year's increase was 20%. Compared to the last Friday of November 2022, the growth was 11.6%. In recent historical data, this year's Black Friday was second only to Black Friday 2021 in revenue, a period when e-commerce was under the influence of the COVID-19 pandemic, which generated R$ 5.13 billion.
According to Bicalho, Black Friday 2025 is consolidating itself not only through transaction volumes, but also through the sophistication of consumer behavior. “The anticipation of purchases throughout November allowed consumers to intelligently divide their budget: securing recurring and fashion items throughout the week (generating volume) and reserving the main capital for 'desired purchases' (TVs and appliances) on the official Friday. If 2021 was an anomalous peak driven by isolation, 2025 establishes a new benchmark of consistency and health for digital retail in times of normality, delivering the strongest week in the sector's recent history,” he adds.
About the Black Friday Hour by Hour platform
The study was based on data extracted from the Black Friday Hour by Hour Platform, developed by Confi Neotrust, a company that monitors Brazilian e-commerce. The platform allows retailers to customize performance analyses according to their business vision and access information that provides an overview of the sector, with hourly updates and strategic indicators (revenue, units sold, prices charged, and market share) for more than two thousand e-commerce categories and subcategories, including segmentation by region and state of the country.
Data scope
Confi Neotrust monitors the evolution of the e-commerce landscape, based on real transactions from more than seven thousand partner stores, offering analyses of purchases and profiles of more than 80 million digital consumers. The studies are generated based on information continuously collected from online retailers across the country, covering an average of 2 million orders per day.
