Following a 35% growth on the main retail date in 2024, Privalia has launched another Pri Friday with expectations of new records. The platform, a reference in lifestyle curation, is betting on discounts of up to 90% and exclusive coupons in a strategy that combines entertainment, convenience, purpose, and personalization — pillars that have been sustaining engagement and above-average conversion rates on the platform.
The fashion and footwear categories remain the mainstay of the business, representing 45% of total revenue during Pri Friday 2024. Also during the same period last year, Privalia recorded a 20% increase in website traffic and an average browsing time of 80 minutes per month per user on the app, driven by an enhanced digital experience and campaigns that promote the shoppertainment concept, a marketing and sales strategy that combines the shopping experience with engaging and interactive content.
Pri Friday 2025 Campaign
The Black Friday journey on the platform began even before November, with the "Desapega" campaign, in partnership with the Instituto Dona de Si. The initiative invited customers to donate items in good condition, destined for social projects focused on empowering and generating income for women who are part of the organization, in exchange for a voucher worth R$ 100 to spend on Privalia. The campaign reflects the brand's commitment to circular consumption, connecting purpose and purchasing behavior. Following this, Privalia began November with a period of exclusive discounts and coupons, curating the most sought-after brands in its portfolio with up to 90% off in fashion, beauty, home, and lifestyle.
“Black Friday is a crucial moment for our business, but above all, it's an opportunity to reinforce what sets us apart: purpose and entertainment in the shopping journey. We're betting on a shoppertainment experience to connect our consumers in a light, intentional, interactive, and relevant way, generating real value with every interaction,” says Fernando Boscolo, CEO of Privalia Brazil. “To guarantee a personalized and multichannel shopping experience, our entire ecosystem is guided by recommendation technology and intelligent segmentation, ensuring that each user has access to a discovery journey highly relevant to their profile,” he concludes.
More than just a sales peak, this period solidifies Privalia's role as a digital lifestyle destination that understands and anticipates each consumer's desires, transforming the sales moment into a lasting brand experience.
Mechanics
To secure exclusive coupons, consumers must follow Privalia's social media channels. Daily, the brand will announce a new coupon on Instagram Stories, exclusively for followers who interact via direct message. In addition, purchases made via PIX will receive an extra 10% discount, plus up to 40% off on PIX purchases from brands within Brandsplace, Privalia's marketplace model, expanding opportunities during the promotional period.
Furthermore, on November 11th, from 11:11 AM to 12:12 PM, the entire Privalia app will offer free shipping throughout Brazil. And, at 11:11 PM, the platform has prepared a special surprise: a trip to Salvador (for two people) during Carnival 2026, hidden in the app with a 90% discount — an unmissable find for the most observant.
