- Consumer behaviour in Black Friday 2025: how early shopping lists and specific product searches are redefining segmentation and personalisation.
- AI + programmatic media: leveraging behavioural data for personalised offers, trend forecasting and real-time pricing optimisation — with Blue Performance’s proprietary technology.
- Retargeting through a planned purchase journey (LGPD/GDPR-compliant): nurturing users ahead of the event, activating high-value audiences and turning intent into sustainable performance.
Understanding consumer behaviour and adapting strategies to an AI-driven world is the first step towards a successful Black Friday — and Blue explains why.
One of the most influential retail events worldwide, Black Friday 2025 is projected to reach R$13.6 billion in sales, marking a 16.5% increase compared to 2024, according to Grupo Stefanini.
However, capturing consumer attention now requires going beyond the obvious. Shoppers are increasingly selective, objective and strategic.
They no longer browse for generic discounts — they search for specific products, often landing directly on checkout pages.
A joint study by Google and Offerwise revealed that by July 2025, 48% of Brazilian consumers already had their Black Friday shopping list ready.
This shows that Black Friday has evolved from a promotional event into a planned annual shopping milestone.
For brands and retailers, this shift makes segmentation and personalisation — the core of programmatic media — more crucial than ever.
How AI Is Redefining Digital Strategies for Black Friday
Artificial Intelligence now stands at the centre of digital evolution.
Research and price comparison for Black Friday are increasingly taking place in generative AI tools, which are already the preferred search method for 10% of consumers — double last year’s figure.
On the business side, 35.7% of online retailers plan to invest in AI technologies specifically for Black Friday, according to research from Pagar.me and partners.
When integrated with programmatic media, AI becomes the engine that analyses massive volumes of behavioural data within seconds.
It enables personalised offers, trend prediction, and real-time price optimisation.
Smart price comparison, automated brand monitoring, and AI-based delivery of the best deals at the right moment make Artificial Intelligence the key driver for turning data into measurable results.
This fusion of AI and Blue Performance’s proprietary technology keeps advertisers ahead of the curve, enabling faster decision-making, more relevant creatives, and greater campaign efficiency.
The Strategic Role of Retargeting in a Planned Purchase Journey
In this new era of planned and data-driven shopping, intelligent retargeting is essential.
As consumers begin researching months in advance, the purpose of programmatic media goes beyond re-engagement during the event week — it’s about nurturing them throughout the entire journey.
That means using behavioural data to deliver personalised messaging at every stage:
- reminding users of viewed products;
- alerting them when those products go on sale early;
- and offering exclusive deals to returning, high-intent shoppers.
Retargeting has evolved from repetition to a continuous, contextual conversation, keeping brands top of mind until the final decision.
By combining data, personalisation and LGPD/GDPR compliance, brands can ensure a smoother, more effective and privacy-first experience — for both advertisers and consumers.
Beyond Promotions: Data as a Competitive Advantage
In 2025, success during Black Friday won’t depend on who spends more, but on who understands the audience better.
By combining AI, programmatic media and first-party data, brands and agencies can move beyond price wars to create value-driven strategies that generate sustainable growth.
Blue is leading this transformation, helping brands and retailers navigate the evolving landscape with proprietary technology, data security and performance intelligence.
