Serasa Experian points out that 23.5 million Brazilians intend to spend on Black Friday

Serasa Experian identified that 23.5 million Brazilians intend to spend on Black Friday this year. The number was collected using the Insights Hub seasonality feature, a functionality launched by the company to help brands identify consumers with a greater propensity to purchase on commercial dates such as Children's Day, Black Friday and Christmas.

According to the company, this audience is more digital than the Brazilian average: 9 out of 10 of these consumers buy online.

Furthermore, 47.3% do not have a discount hunter profile — that is, the appeal of the date reaches both price-sensitive consumers and those who are not.

In an interview with the column, Serasa Experian's CMO (Chief Marketing Officer), Giovana Giroto, explained the logic behind the model: "What the market generally does is put a truckload of media money in the consumer's interest, but they don't always have the profile, purchasing power or pocket at that moment to buy. Only 5% of Brazilians are at the time of purchase."

Regarding public behavior on Black Friday, Giroto stated that sensitivity to discounts is not constant: "There is a specific moment there where it really accelerates and the discount theme makes sense for it. But is the message about discounts? What is the best way to approach this customer?"

The functionality combines behavioral, financial and sociodemographic data with analytical models of consumption propensity, allowing brands to direct media investments to audiences that are most adherent to each occasion.

The launch accompanies a transformation in the advertising market, in which advertisers seek to combine proprietary data and predictive models in the face of the reduction of third-party cookies. According to a survey by IAB Digital AdSpend 2025, digital media in Brazil generated R$42.7 billion in 2025.