Brazilian consumers' expectations for better offers on Black Friday this year increased, but their willingness to buy decreased.
This is what the second wave of a Globo survey shows, carried out with 2 thousand people between October 6 and 9, 2026. In comparison with the previous survey, carried out in June, the portion of consumers who expect to find better discounts than last year went from 53% to 65%.
Furthermore, 84% say they only buy if they find prices that are actually lower than in other periods.
Despite the drop in declared purchase intention, from 47% to 36%, there is room to attract consumers who have not yet decided whether to go shopping: 75% of those who are undecided or those who do not intend to buy admit that they may make an unplanned purchase during the date.
"What we see is a more demanding consumer, who is willing to buy, but wants to be sure that they are facing a good opportunity", says Eliseu Barreira, director of Strategy and Business Intelligence at Globo.
According to him, the challenge for brands and retailers is to transform the expectation for discounts into a concrete perception of advantage.
Among undecided consumers, 54% say that relevant discounts could lead them to buy. Another 39% mention free shipping, while 23% mention easy payment conditions.
"Price continues to be decisive, but it is not the only element of this decision. The opportunity needs to make sense as a whole, also considering convenience, trust and shopping experience", says Barreira.
Research also shows that consumers are anticipating purchasing decisions.
The share of those who start researching products three months before Black Friday went from 28% to 38% between the two waves of the survey. Furthermore, 32% say they would buy before November if they found a very good offer, compared to 24% in June.
In the opposite direction, the portion of consumers who intend to wait specifically for Black Friday to make purchases fell from 32% to 25%.
For Barreira, the change reinforces that the date is no longer just a day of promotions and now represents a longer period of research, price comparison and decisions. "Brands need to be present throughout this entire journey", he states.
Electronics and clothing gain space
As Black Friday approaches, some product categories are also gaining traction among consumers. Interest in electronics increased from 20% to 29% between June and October.
Clothing went from 20% to 27%; household appliances, from 23% to 27%; and self-care products, from 14% to 22%.
Despite the advancement of intentions for certain categories, the choice of brands is still open. Only 13% of consumers have already decided exactly which products and brands they intend to buy.
"Even when the consumer already knows which category they want, the choice of brand can happen later", says Barreira. According to him, this scenario opens up space for companies to win customer preference until the moments closest to purchase.
In addition to prices, confidence also weighs in the decision. According to the survey, 40% of consumers prioritize stores in which they have already had good shopping experiences, while 32% consider reviews from other consumers.
Barreira states that the decision does not depend solely on the announced discount. The store's reputation, shipping and delivery time also influence the choice. "The consumer doesn't just evaluate the discount. They consider the security of the purchase and the experience they will have with that brand", he explains.
For the executive, the main lesson of the research is that companies need to consider the entire path taken by the consumer, from the first searches to the final decision.
"Consumers research in advance, compare prices, consider different brands and can change their decision when faced with a relevant opportunity", he states.
The research is part of Globo's intelligence work to monitor the habits and behaviors of Brazilians. The results also serve as the basis for Globo Friday, the company's commercial project that brings together actions on TV Globo, paid channels, digital platforms and Globoplay.
In 2026, the initiative includes Momento Globo Friday, which brings the Black Friday experience to TV Globo commercial breaks throughout the month of November.
The project also foresees the use of technological solutions, such as Globoplay's Live Plugins, to expand the connection possibilities between advertisers and consumers.
