Shopping mall crowd during Black Friday sales

Crowd in a shopping mall during Black Friday, with consumers vying for deals in packed stores and congested hallways.

About this subject

Black Friday, originating in the United States in the 1950s as the day after Thanksgiving, has become a global consumption phenomenon. In Brazil, the date was imported in the early 2010s and quickly established itself as the largest discount event in the national retail sector. In 2023, the estimated revenue of Brazilian e-commerce on Black Friday exceeded R$ 6 billion, according to the Brazilian Association of Electronic Commerce (ABComm). Physical stores also record peaks in traffic, especially in malls in large urban centers such as São Paulo, Rio de Janeiro, and Belo Horizonte.

The scene depicts a medium-to-large shopping mall in the late afternoon, peak time after work hours. Consumers, many carrying bags and carts, circulate through the corridors in search of flash deals. Sectors such as electronics, fashion, and cosmetics typically concentrate the longest lines and disputes. Surveys indicate that about 60% of Brazilians plan to shop on Black Friday, but experts warn of the practice of “price padding”, raising prices before the event to simulate larger discounts. Procon conducts inspections to curb fraud.

Culturally, Black Friday represents a consumption ritual that mixes financial planning and impulse. Many consumers compare prices weeks in advance, create wish lists, and even camp in virtual queues. The date also boosts local commerce: small retailers and street stores join the trend, although with less promotional aggressiveness. The phenomenon has generated its own term, “Black Fraude,” to denounce misleading discounts. Despite criticisms of consumerism, Black Friday continues to be a thermometer of the Brazilian economy and consumer behavior.

Frequently Asked Questions

What is the origin of Black Friday?

Black Friday originated in the United States in the 1950s, initially associated with traffic jams and store chaos after Thanksgiving. Over time, it was adopted by retailers as the official start of Christmas shopping, featuring major discounts.

How to avoid fraud during Black Friday in Brazil?

To avoid 'Black Fraude,' compare prices on monitoring sites (like Zoom and Buscapé), distrust discounts significantly above average, and check the product's price history. Procon also provides complaint channels.

What was the revenue of Black Friday in Brazil in 2023?

According to ABComm, Brazilian e-commerce generated over R$ 6 billion on Black Friday 2023. Physical stores also saw increases, but consolidated data is smaller due to retail fragmentation.