Brazil: share of Black Friday's online sales in e-commerce's total revenue 2017-2020

In 2020, Black Friday e-commerce in Brazil accounted for approximately 4.6 percent of the South American country’s annual online sales revenue. A year earlier, the share nearly reached 5.2 percent. According to another source, Brazil’s online shopping revenue increased by nearly 70 percent between 2019 and 2020. This suggests that mobility restrictions – in response to the COVID-19 pandemic – led online consumers to shop more during the entire year of 2020 and focus less on Black Friday alone.

A nonstop e-commerce favorite

Black Friday’s online shopping revenue in Brazil has consistently increased at least since 2013. In 2020, it surpassed four billion Brazilian reals, growing by more than 25 percent compared with the previous year. This made Black Friday the country’s second-biggest online shopping holiday in terms of revenue that year, just behind the Lovers’ Day season.

New trends and old challenges

The outbreak of novel coronavirus also took meals, food, and medicines to the top five most popular mobile shopping categories in Brazil in 2020, along with clothing and electronics. This last segment's success, at times, takes its toll. A few days before Black Friday, some e-tailers rose prices of consumer electronics and announced discounts on them when the date came. In response, Brazilian shoppers created an informal slogan for Black Friday: “everything for half of the doubled price.”