black friday Appmax Report
Black Friday 2026 could be the biggest ever.Is your operation ready?
Every Black Friday leaves clues about the next one. We put them all together.
We analyzed over 1.5 million Black Friday 2025 orders to project the best insights to help merchants get ready for Black Friday 2026.
Black Friday 2025 in numbers. And what they say about 2026.
- +1.5 million orders analyzed in November 2025
- 7 days of back-to-back peaks: the seven biggest days of the year were the seven days of Black Friday week
- 90.5% of November shoppers were new to the base
Black Friday is no longer a single day. It's a whole week of high-intensity operation, with a shopper unlike the rest of the year. And at the pace of the first half, 2026 should be the biggest ever recorded by Appmax, with a 63% increase in transaction volume.
Download the free reportIf you sell online and want to make Black Friday decisions based on data, this report is for you
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E‑commerce owners
who want to compare their operation with the market average.
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Marketing and performance managers
who need to define audience, timing and offer for their campaigns.
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Operations and support teams
who will size staff, inventory and capacity for a full week of peak demand.
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Finance leaders
who look at approval, chargeback and sales recovery.
Who is behind the data
Appmax is an e-commerce payments platform, with gateway, antifraud, Pix and sales recovery.
Today, 80% of Brazil's economically active population has made a purchase processed by Appmax.
Approval rate
99%
Since we opened our payments solution to the market, we have reached
- + R$ 16 billion transacted
- 75k+ partners who have processed payments
- 2,700+ merchants who have surpassed R$ 1 million in processing
We closely follow the Black Friday of everyone who sells with us. We gathered the learnings from a sample of over 1.5 million orders from November 2025 so more operations reach Black Friday 2026 with strategic information in hand.
It's our way of giving back to the market a little of what it shows us.
Who uses Appmax
