Klabin underscores the essential contribution of paper packaging to the logistics operations of retail and e-commerce during the peak shopping season.



São Paulo, November 14, 2025 – Black Friday moves billions of reais in Brazil, and although the spotlight is on discounts and coveted products, there is an essential element that can sometimes be overlooked: packaging. Corrugated board boxes, which are responsible for transporting nearly everything purchased on this date, are key components in the system that links factories, distribution centers, physical stores, and e-commerce platforms. The surge in consumer demand requires a robust logistics operation, in which packaging plays a central role. In this context, Klabin ForYou, Klabin's e-commerce platform dedicated to packaging solutions, reinforces its position as a strategic supplier to companies of various sizes.

Established to meet the rising demand fueled by the growth of e-commerce in Brazil, Klabin ForYou has been expanding its portfolio and investing in logistics and user experience, with infrastructure for swift deliveries and simplified payment options, catering even to purchases made by individual customers. The packaging sold on the platform is used by companies that face the challenge of delivering quickly and responsibly during one of the busiest times in retail.

Buying in advance is a strong trend this year. According to a study conducted by Gauge in partnership with W3haus, part of the Stefanini Group, 50% of consumers begin their searches more than 30 days in advance. This means that logistical planning is essential for sales during this period. Furthermore, a survey by Dito CRM shows that 83% of Brazilians make purchases throughout the entire month of November, and 61% plan to take part in this year's Black Friday. In this context, efficient, sustainable and affordable packaging solutions become increasingly important.

"In addition to helping preserve the integrity of products, corrugated board packaging offers a sustainable alternative to disposable plastics, promoting more environmentally conscious logistics. At a time when free shipping and fast delivery are decisive factors for sales conversion, choosing the right packaging can directly impact sales performance,” says Adriana Crawford, e-commerce manager at Klabin.

According to the Brazilian Paper Packaging Association (Empapel), the sector is maintaining high demand in 2025, following strong growth in 2024. Previous data from the association indicate that, in the third quarter—the one preceding Black Friday—shipments increased by around 1% compared to the same period in the previous year, highlighting the segment's resilience and its continued presence in the daily consumption of end consumers.

From the mill to the distribution center, and from a click to the customer's doorstep, paper packaging is present at every stage of the supply chain. And considering that one in every five corrugated board boxes sold in Brazil comes from Klabin, it is likely that a large portion of the products purchased this Black Friday have already been, or will still be, packaged by the Company.

Discounts from those who make Black Friday possible: Klabin ForYou launches its Black Friday online

Given the anticipation and high demand, Klabin ForYou has already made its Black Friday deals available, offering discounts of up to 80% and fixed shipping fees. This supports businesses of all sizes in preparing their logistics for the biggest shopping event of the year.

Among the season's highlights are the Black Friday-themed boxes, specially designed to meet the needs of e-commerce. In addition to being durable and practical, the packaging is made from renewable resources originating from Klabin’s certified, planted forests, offering a sustainable alternative to disposable plastics, especially during times of high delivery volume.

Klabin ForYou serves a wide range of clients, from small business owners to large corporations, who are looking for agility, quality, and efficiency in their packaging purchases. The platform offers a simple and trustworthy shopping journey, which is essential for those who need to prepare in advance for major retail moments. It continues to expand its role as a reference channel for sustainable packaging, keeping up with the transformations in digital retail.

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