Black Friday, scheduled for November 28th, is one of the most competitive dates in global retail. For entrepreneur, barber, and educator Elias Torres, known as "Seu Elias," the biggest challenge for brands is not only selling more on this date, but also looking back at what they did during the year, what remained on paper, and what they truly want to take into 2026.
Known for transforming 3-real haircuts into a business ecosystem, with premium services, a vocational university, its own cosmetics line, and large-scale events, Seu Elias argues that predictability is the enemy of creativity. “People don't act based on logical thinking. Human behavior is driven by emotion, impulse, and desire. Those who learn to surprise, succeed,” he says.
For him, success in sales, especially on Black Friday, depends less on spreadsheets and more on the ability to create captivating experiences. "Working with precision brings security, but it can kill inspiration. Enchantment, boldness, and emotion are sources of energy for the business," he summarizes.
The entrepreneur lists ten practical steps for those who want to have a successful Black Friday, filled with emotion and genuine connection with the consumer:
1. Turn the discount into an experience
“It’s not the price that sells, it’s the value of the experience. If the customer remembers how they felt, they’ll come back,” he says. Elias suggests that brands create personalized experiences, such as exclusive haircuts, surprise gifts, or direct interactions on social media.
2. Go beyond logic
"Predictability moves the world, but it doesn't move people." Elias recommends actions that go beyond the obvious, such as challenges, live streams, unexpected launches, and non-standard customer service.
3. Relate to people, not brands
"Automated messages don't charm anyone." The businessman advocates using direct channels, such as WhatsApp and social media, to build closer relationships with consumers through personalized messages and human language.
4. Prepare the team to impress
For him, customer service is the heart of any campaign. "Training the team is preparing those who will deliver what the brand promises. Inspired people transform the customer."
5. Be mindful of inventory, but don't lose momentum
Management must be precise, but without stifling the business. "Planning is essential, but flexibility is what keeps the operation alive," he advises.
6. Deliver more than you promise
"Today, the public wants brands that tell stories and deliver on their promises. It's not enough to just say it; you have to deliver the best." Elias emphasizes that transparency and consistency strengthen trust.
7. Invest in a genuine digital presence
With Generation Z leading online consumption, he recommends focusing on real content. “It’s not about showing up, it’s about connecting. Generation Z wants to feel like they’re talking to someone, not an advertisement.”
8. Bet on cashback and smart benefits
The entrepreneur recognizes the power of well-applied financial tools. "Cashback and free shipping work when the customer feels valued by the brand, not when they seem like sales tricks."
9. Treat after-sales service with the same care
"The sale is the beginning of the relationship, not the end." Elias advises that after-sales service should include personalized thank-you notes and proactive contact, not just automated surveys.
10. Review, learn, and start again
“Every November is like a mirror. It’s when we understand what worked and what needs to stay in the past.” The entrepreneur argues that analyzing Black Friday results should serve to plan the next cycle with purpose.
For Seu Elias, the secret to a good business lies in the blend of precision and sensitivity. “The modern world relies on strong brands, solid products, and tangible strategies, but people still buy with their hearts. That's why I say that profit is important, but enchantment is what sustains the brand.”
