Black Friday, which originated in the US in the 1960s and was introduced in Brazil in 2010, has established itself as one of the country's biggest shopping events. Driven by the growth of e-commerce, it has become a landmark for retail, with a focus on products such as smartphones, clothing, cosmetics, and home appliances. Furthermore, it kicks off the peak sales season, which, along with Christmas, accounts for over 20% of the retail sector's annual revenue.

The outlook for 2024 is promising, with reduced unemployment and increased credit availability, which consequently boosts consumption. With more people employed and greater access to credit, there's a trend toward an increase in demand for goods and services, which should directly benefit retail this holiday season. However, challenges such as high inflation, high interest rates, and economic instability still impact consumer confidence.

The 4th quarter is a period of increased attention for investors, given that on average 50% of retailers' EBITDA tends to be concentrated in this period, making it crucial for determining the results of these companies.