The survey by Instituto Fecomércio-DF was carried out from November 6 to 10, 2025, and interviewed owners and managers of stores participating in Black Friday in 102 companies in 12 sectors of the Federal District. Sales are expected to increase, with 48% of traders expecting growth of more than 20%.
José Aparecido Freire, president of Sistema Fecomércio-DF, said Black Friday helps kick off the holiday season and refresh inventory. “Today, Black Friday is one of the most important days for retail, along with Christmas, Mother’s Day and Valentine’s Day. And most importantly, this promotion kicks off the holiday season and helps businesses update their inventory for Christmas.”
The discount rates planned by retailers vary from 16% to more than 50%, and the main strategies to attract customers include direct promotions, a greater variety of products, advertising on social networks, decorated windows, etc.
sales channel
- Physical stores: 87% of revenue
- Own e-commerce: 11%
- Social media or phone sales: 2%
DF’s most active sectors on Black Friday
- Clothing and fashion: 21%
- Electronics and technology: 18%
- Shoes and accessories: 16%
About The Author
