One day before the Black Friday promotions in Brazil, that this year takes place this Friday, 29, Magazine Luiza, a major retailer in the country, will present an event with big celebrities and digital influencers in the country such as Ludmilla, Pabllo Vittar, and Whindersson Nunes.

The live show, called “Black das Blacks” (an expression that has the meaning of the best Black Friday promotion among others) is a branding campaign of Magazine Luiza in partnership with media giant Globo, and will be broadcasted this Thursday, 28, on one of the group’s TV channels, Multishow, as well as in the channel’s social media platforms. 

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With two hours- long, the event will aim to promote the shopping date and enhance sales during the period, since the action, besides concerts and performances, will also offer deals and discounts up to 70% for more than 12 million products, both online and on physical stores.

This is not the first time that a major retailer promotes a similar marketing campaign, as the Chinese Alibaba promotes the popular shopping date Double 11–the Singles Day–every year with a huge concert starred by big celebrities such as Mariah Carey and Taylor Swift, who performed in this year’s event. 

“Our main purpose is to help digitize Brazilians,” says Ana Paula Rodrigues, Magalu’s CMO, according to InfoMoney. “We greatly increased the diversity of products we offer in our superapp. With this, we encourage our customers to experience the facilities and advantages of the digital world,” concludes. Magazine Luiza claims that this will be the greater Black Friday of history.