Black Friday 2025 confirms a trend that has been consolidating in Brazil: the 45+ demographic has become the most strategic segment for retailers and e-commerce businesses. According to research by Kwai, this age group leads in purchase intent , is highly receptive to digital advertising , and shows a preference for online shopping , increasing the conversion potential and average order value of campaigns.

Strategic purchasing profile: 45+ at the center of the decision

• Purchase intent leadership: consumers 45+ are more likely to participate in Black Friday 2025 than younger bands.
• High receptivity to digital media: respond well to advertisements, especially when there is clarity of benefit, social proof (reviews/authentications) and payment conditions easy to understand.
• Implication for brands: direct budget and specific creatives to this audience, with objective messages (final price, installments, guarantee, delivery time).

Spending behavior and preferences: high-ticket in focus

• 35 % intend to spend over R $ 800 em appliances.
• 34 % signal interest in Electronic, a category that has historically led in traffic and revenue.

Strategic readings

• High average ticket requires flexible financing (interest-free installments, first installment in 30/45 days) and extended warranties.
• Kits and bundles increase margin: e.g.: “smart TV + soundbar”, “refrigerator + installation”, “notebook + insurance/cloud backup”.
• Comparative content (A vs. B) and short video demo reduce doubts and speed up checkout.

Preference for digital: e-commerce ahead

• 42 % of consumers 45+ affirm that will buy online na Black Friday 2025, reinforcing the advantage of e-commerce over physical commerce (a trend already consolidated since 2024).

Practical application

• Frictionless UX: quick pages, clear photos, complete technical sheets, shipping simulator and transparent exchange policy.
• Payments: emphasis installment on the product card; offer PIX with incentive (cashback/discount); guarantee one-click for appellants.
• Omnichannel: buy online, pick up in store (or partner point) with a short window; use WhatsApp for confirmation, status and after-sales.

Opportunities for Brands and Retailers: How to Capture This Potential

Segmentation and personalized offers

• Create audiences by intention and category (appliances, electronics) and by cart value (> R$ 800).
• Messages focused on total economy (final price already includes shipping), durability, technical assistance e tangible benefits (extended warranty, installation, insurance).

Effective digital formats

• Short video with social proof and unboxing; carousels with specifications; lives with Q&A and exclusive coupons.
• Content-based remarketing (who watched 50%+ of technical video) and by cart abandonment with incremental offer.
• WhatsApp as a conversion channel: catalog + payment by link + response SLA < 5 min at peak.

Journey and calendar

• Three waves: Teaser (education and lead capture), Warm-up (waiting lists and wishlists), Pico (aggressive offers + retargeting).
• Proof of stock and deadline: communicate Critical SKU e delivery date to reduce anxiety and avoid cancellations.

Measurement and learning

• Follow ROAS by cohort 45+, payment approval rate, time in PDP e Post-purchase NPS.
• Be A / B tests of benefits (warranty vs. free shipping vs. installation) and optimize in real time.

Tactical examples by category

• Home appliances: pages with energy efficiency seal, warranty + installation as an upsell, “how to measure the space” video.
• Electronics: processor/memory/screen comparisons, trade-in when possible, bundle with screen protection/cover/antivirus.
• Cross-sell: “buy the TV and get 20% off the wall mount + installation”.

Conclusion: 45+ consolidated as a premium segment of digital retail

O audience 45+ on Black Friday 2025 meets high intention, high ticket e preference for online — a combo that makes it central to media and conversion strategies. Who aligns segmentation, Impeccable UX, payment conditions e reliable after-sales service will capture above-average value, with a direct impact on revenue, margin and loyalty.
The next step is to transform this seasonality into ongoing relationship: Active CRM, added services and loyalty programs designed for those who value purchase security and support.