Double Dates Are Redefining Online Shopping: How 9.9 to 11.11 Is Challenging Black Friday

11/11 is no longer just an early preview of Black Friday. For 2026, Confi, through Neotrust in partnership with E-Commerce Brasil, projects BRL 3.17 billion in accumulated revenue for Brazilian e-commerce, up 21%. We see the date as its own engine in what has already been measured: at Nuvemshop it grew much more than the discount Friday, and Shopee allocates more coupons to 11/11 than to Black Friday.

Where the double date came from

Students at Nanjing University in 1990s China chose November 11 to celebrate Singles’ Day. Alibaba turned the unofficial holiday into a discount brand in the Chinese market. In Southeast Asia, Shopee launched 9/9 and, upon arriving in Brazil in 2020, imported the model. Felipe Piringer, Shopee’s marketing director, says the first habit was July 7, the company’s anniversary, and that building the date was difficult at first. By 2025, Mercado Livre and Amazon had already joined.

From January to September 2026, the sum of double dates moved BRL 14.4 billion, up 42.1% from BRL 10.13 billion the previous year, according to Confi. Orders rose 56%, from 32.55 million to 50.79 million, and the average ticket fell 8.9%, from BRL 311.33 to BRL 283.50. At Shopee, sales on these dates double on average.

The Nuvemshop snapshot

Among Nuvemshop stores that sold in November 2024 and 2025, 11/11 revenue advanced 32% and orders 29.1%. On Black Friday, the same stores grew 6.7% in revenue and 5% in orders. For the full month of November, revenue rose 22.9%.

In 2025, 11/11 revenue was 1.35 times higher than an average early-November day and represented 56% of Black Friday volume, up from 47% the year before. About 11,000 stores sold during the period. The average ticket was BRL 287.71, above BRL 281.39 on an ordinary day and BRL 283.14 on Black Friday. The cart had 4.74 items, versus 4.05 and 3.59 in those two slices. Orders with promotional prices stood at 11.7%, close to an ordinary day (11.1%) and below Black Friday (18.9%).

On credit, 32.8% of purchases were split into four or more installments, versus 29.1% a year earlier, and Pix gained 4.2 percentage points. Visits were 12.9% above an average early-November day, and conversion rose from 1.57% to 1.81%. The peak was at 11 a.m., with volume 47% above the same time on an ordinary day.

Alejandro Vázquez, co-founder and president of Nuvemshop, describes a consumer who plans the purchase, builds a larger cart and splits payments, without waiting for the year’s biggest discount. For him, the date requires its own strategy for inventory, communication and operations. At Web2View, that is the point we bring to the online store: price, stock and checkout must withstand the peak without treating 11/11 as a rehearsal.

More coupons on 11/11 than on Black Friday

At Shopee, the reversal is already in the coupon budget. This year, the retailer will make an additional BRL 25 million in coupons available on 11/11, versus BRL 23 million on the last Friday of November. In 2025, BRL 20 million went to the date itself, when it sold more than 20 million items in a single day.

AliExpress also concentrates its main campaign of the year and its biggest investment on the platform on 11/11, with an action from November 1 to 18 and discounts of up to 95% on group purchases. Briza Bueno, general director in Brazil, said the date will bring forward a good part of Black Friday purchases. The company did not disclose the budget amount.

The two dates coexist

Despite their proximity on the calendar, the two campaigns do not appear to cannibalize each other. A Gauge, Ecglobal and W3haus survey, companies of Stefanini Marketing, shows that nine out of ten consumers keep their purchase plans for the main promotional campaign of November. In the same survey, 56% start researching products more than 30 days before Black Friday, more than double the 21% in 2021.

Confi, through Neotrust in partnership with E-Commerce Brasil, projects BRL 13.3 billion for Black Friday from November 26 to 29, 2026, up 20.7%, and 69.4 million products. In 2025, November generated BRL 46.98 billion in Brazilian e-commerce, up 27.3%, and the four traditional Black Friday days moved BRL 11.03 billion, 23.5% of the month’s sales, according to Neotrust.

Marcelo Nakagawa, professor at Insper, points out that 11/11 and Black Friday create two intense consumption moments and require logistics planning, because people plan larger-ticket purchases. We translate this into separate offer, inventory and shipping, so that 11/11 does not empty the following Friday.