Shopping mall crowd during Black Friday sales

Crowd in a shopping mall during Black Friday sales, a consumer phenomenon that moves billions in Brazil.

About this subject

Black Friday, imported from the United States, has become Brazil's biggest sales event, held on the last Friday of November. It moves billions of reais in both physical and online stores. In 2023, Brazilian e-commerce revenue on Black Friday exceeded R$ 5.2 billion, according to Neotrust. In shopping malls, the movement is intense: long lines at cashiers, crowded corridors, and consumers hunting for discounts on electronics, clothing, and appliances.

The phenomenon started in the 1950s in the US but only arrived in Brazil in 2010, driven by e-commerce. Since then, it has become a barometer of national consumption, with sales peaks and complaints about price manipulation. Consumer protection agencies monitor abusive practices, such as raising prices before the promotions. Despite this, Black Friday remains a highly anticipated event for consumers planning big-ticket purchases.

Brazilian shopping malls, especially in major cities like São Paulo, Rio de Janeiro, and Belo Horizonte, prepare in advance: they extend hours, hire extra security, and offer free parking. The image of a crowd in a mall during Black Friday reflects not only consumption but also Brazilian shopping culture, which values physical contact with products and the in-person shopping experience. The date also boosts street commerce and outlets, but malls remain the top destination for variety and comfort.

Fun fact: in 2023, the average ticket for in-person purchases at malls on Black Friday was R$ 450.00, higher than e-commerce, indicating that higher-value products are still bought in person. The date also creates temporary jobs: about 100,000 positions are opened in Brazilian retail to meet demand.

Frequently Asked Questions

What is the origin of Black Friday in Brazil?

Black Friday arrived in Brazil in 2010, inspired by the American event. Initially focused on e-commerce, it quickly spread to physical stores and shopping malls, becoming the biggest promotional date in national retail.

How can consumers avoid fraud on Black Friday?

It is advisable to research prices in advance, be wary of excessively high discounts, and check store reputations. Websites like Reclame Aqui and Procon help identify abusive practices. Shopping at well-known malls also reduces risks.

Why do malls still attract crowds on Black Friday despite the growth of e-commerce?

Many consumers prefer to see and test products in person, especially electronics and clothing. Additionally, the shopping mall experience offers leisure, dining, and security, factors that online shopping cannot fully replace.