A new survey conducted by Google with 2,000 respondents in Brazil shows that 40% of people plan to spend more on "Black Friday" in 2025 than last year. 38% of individuals plan to purchase more items, averaging six categories of products, breaking the trend of more selective shopping before "Black Friday."

According to the Brazilian newspaper "O Globo," 59% of respondents are considering making early purchases, with 35% already actively seeking discounts. Compared to the first round of surveys in July, the proportion of people planning to shop on "Black Friday" remains at 60%. 48% of respondents have previously made shopping lists, further solidifying the significance of "Black Friday" in the minds of Brazilians.

Gleidys Salvanha, Google's Retail and Tech General Manager in Brazil, noted that consumer purchasing intentions have prompted retailers to prepare more actively, enhancing their knowledge levels and utilizing artificial intelligence tools.

The most anticipated purchase categories include personal items such as phones (79%), perfumes (79%), clothing and accessories (78%), and footwear (78%). Expected products also include air fryers (51%) and microwaves (43%).

Google's data indicates a trend towards rational consumer behavior. While consumers are willing to shop throughout November, they tend to buy high-value items on the last Friday of the month, seeking the best discounts. Consumers typically purchase lower-value items during the "Black Friday warm-up" or other popular dates, such as the November 11 "Singles' Day" shopping festival.

Google pointed out that consumer shopping behavior has shifted from product searches to demand searches, known as "long searches." In these searches, consumers describe problems rather than specific products.

Gleidys mentioned that this new demand-driven search approach allows retailers to offer a broader range of products in search results, catering to more complex needs. Companies are actively preparing for the sales peak season using artificial intelligence tools.

Considering the peak sales seasons of "Black Friday" and Christmas, e-commerce companies expect sales to increase by over 10% by the end of this year. To accommodate this, the industry has expanded logistics infrastructure to improve delivery efficiency.

Amazon plans to hire 13,000 temporary workers, Shopee is offering 36 million reais in discount vouchers, Mercado Livre has partnered with Casas Bahia to launch a streaming subscription service, and is entering the pharmacy sector.

Despite intense e-commerce competition, the importance of physical stores remains significant. Gleidys predicts that next year's "Black Friday" will be influenced by artificial intelligence agents that can automatically complete user tasks. Google's clients are already preparing for this new phase, stating, "The agents are coming, and next year we will see more applications."