Buenos Aires, November 28 (NA) – Black Friday, which officially began this Friday, bodes well for a positive end to the year, with a focus on sectors such as Electronics, Fashion, and Home, and strategies centered on short installments, digital wallets, and loyalty bundles that combine price and experience.
"With a more cost-conscious consumer, demand will tend to concentrate on replenishment categories, essential products, beverages, personal care, and purchases linked to the month's inflation," stated Franco Terzakian, CEO of shipnow.
According to the executive's observation, apparel and higher-priced ticket items may show lower participation compared to previous editions, except for very aggressive promotions.
While the general consumption context remains moderate, these dates help to mitigate the slowdown, driven by financing, planned discounts, and the growth of the mobile channel, which already accounts for 78% of online purchases, specified the Noticias Argentinas Agency.
Competitive Scenario
"Brands that automate their billing and optimize their logistics processes can maintain operations without friction, even during peak demand, something key in an increasingly competitive consumption environment," analyzed Lorena Comino, CEO of Facturante.
"User maturity also impacts the necessary infrastructure on the brand side, which today compete not only on price but on an overall experience: accuracy, fulfillment, communication, and the ability to solve logistical problems in real time," said Terzakian.
He also reflected that "options for in-store pickup and scheduled delivery—modalities that gained prominence during Cyber Monday—will continue to be key to absorbing volume without compromising the user experience".
Mariela Mociulsky, CEO of Trendsity, warned that "the consumer has ever-increasing access to information and does not limit their search to just getting a better price". She affirmed that "they use it to find the best price but also clear information about production methods, transportation, and what these products are like. And of course, a good after-sales service is also expected".
Regarding purchasing behaviors, she highlighted that "the current consumer is much more experienced, but also faces information saturation, which leads many to opt for 'acceptable quality' due to the economic situation".
Acceptable Quality
"The best equation, until recently, was price-quality, but today many are choosing acceptable quality," pointed out Mociulsky.
And she emphasized that "clear rules and understandable information, both in-store promotions and on digital channels" are key for the consumer to feel secure and satisfied with their purchase.
She concluded that, thus, facing a more rigorous and analytical consumer, brands will face the challenge of coming up with appropriate proposals to harness the momentum of Black Friday as an injection for consumption.
For its part, VTEX observed that brands are very active with the Black Friday promotion and more and more companies are joining this initiative.
"There are very aggressive promotions to take advantage of and boost end-of-year sales," specified Lucas Ganly, VP of Sales for VTEX in Argentina, Paraguay, and Uruguay.
Cyber Monday 2025 had shown a rebound in digital transaction volume: during the three-day event, companies operating with Facturante issued over 690,000 invoices, with a 22.8% increase in total billing compared to 2024.
