Black Friday 2025: Mercado Livre (MELI34) Bets Big on Coupons as Key Consumer Driver with R$100 Million Investment

• Why Are Coupons Mercado Livre’s Secret Weapon?
• How Are Shops Paying (and Getting Paid)?
• What’s New in Mercado’s Ecosystem Playbook?
• Black Friday Meets Christmas Shopping—Why?
• FAQ: Your Burning Questions, Answered

Mercado Livre (MELI34) is pulling out all the stops for Black Friday 2025, injecting a whopping R$100 million into discount coupons—a 150% increase from 2024. With 76% of shoppers calling coupons a "decisive factor," the e-commerce giant is doubling down on perks like 21-installment credit card plans and cashback via Mercado Pago. Here’s the inside scoop on their strategy, consumer trends, and why this year’s shopping frenzy could rewrite the rules.

Why Are Coupons Mercado Livre’s Secret Weapon?

According to Mercado Livre’s "Consumption Panorama" study—surveying 42,000+ users—coupons aren’t just nice-to-have; they’re deal-breakers. A staggering 76% of buyers rank discounts as "critical" to purchase decisions. No surprise, then, that MELI’s R$100 million coupon blitz runs from October 27 to December 1 (Cyber Monday), targeting top categories like Electronics, Home Goods, and Fashion. "We’re turning discounts into dopamine hits," quipped Tulio Landin, Senior Marketplace Director, in a press conference.

How Are Shops Paying (and Getting Paid)?

Credit cards still dominate (41%), but Pix is gaining ground—up 10 percentage points YoY to 29%. Here’s the kicker: 77% of card users opt for installments, with 72% splitting payments into 6 chunks. Even bolder? 23% stretch to 12 installments, and 5% go beyond. "It’s the ‘buy now, cry later’ Brazilian special," joked one analyst. Other payment methods trail: digital credit lines (20%), debit cards (9%), and bank slips (1%).

What’s New in Mercado’s Ecosystem Playbook?

Mercado Pago is the glue holding this strategy together. Subscribers to Meli+ get turbocharged perks: 21-installment plans and instant cashback in "Meli Dollars." "Synergy isn’t corporate jargon—it’s how we lock in customers," said Felipe Castaño, Mercado Pago’s Marketing Head. Sellers aren’t left out: they’re getting 100% cashback on new POS machines to boost offline sales. Meanwhile, influencer heavyweights like Neymar Jr. and Nicole Bahls are amplifying the hype.

Black Friday Meets Christmas Shopping—Why?

Nearly half of Brazilians (47%) plan to knock out year-end holiday shopping during Black Friday. "It’s like Thanksgiving and Christmas had a baby," noted a BTCC market analyst. Partner retailer Casas Bahia (BHIA3) is riding the wave too, teaming up with MELI for electronics—the most sought-after category.

FAQ: Your Burning Questions, Answered

How long will Mercado Livre’s coupons last?

The R$100 million coupon campaign runs from October 27 to December 1, 2025, covering both Black Friday and Cyber Monday.

What’s driving the surge in Pix payments?

Pix jumped 10 percentage points YoY due to its instant transfers and zero fees—a nightmare for credit card companies.

Are installment plans riskier for shoppers?

While installments ease sticker shock, 12-month plans can snowball debt. "Budget like you’re allergic to interest," advises the BTCC team.