During the last weeks of November 2025, Ciudad del Este (CDE), located around 330 kilometre east of Asunción, experienced the largest Black Friday event in its history. Organisers estimate that over 300,000 visitors flooded the city, turning shops and streets into a bustling festival of commerce and tourism.
For many stores, the previous weekend was a record-breaking one. Sales soared well above last year’s, signalling not only economic recovery but also the consolidation of Paraguay’s border city as a major shopping destination in Latin America.
Black Friday in Paraguay: more than a sale, a cultural phenomenon
The tradition of Black Friday in Paraguay began in 2011, when a group of entrepreneurs in Ciudad del Este adapted the American retail event as a response to falling sales and economic difficulties. Over time, Paraguay turned that initiative into a national phenomenon. Today, after the United States, Paraguay is one of the countries in the Americas where Black Friday generates the greatest shopping frenzy.
The city’s strategic location at the border with Brazil and Argentina helps explain the boom. Many visitors cross over to hunt for bargains, especially in electronics, cosmetics, fashion, and perfumes, attracted by discounts of up to 50-70%.
What made 2025 different: coordination, security, and tourism push
Officials credit the success of this year’s Black Friday to a coordinated effort between municipal authorities, tourism agencies, the police, and commercial associations. Their joint work created a safe and orderly environment for tens of thousands of buyers.
The CDE municipality announced immediate investments to improve public infrastructure, including street repairs, better lighting, and improvements to public restrooms, all aimed at enhancing future shopping and tourism experiences.
Hotels, hostels, and short-stay rentals recorded full occupancy across Ciudad del Este and neighbouring cities. Many visitors combined shopping with tourism at local attractions, including waterfalls, nature reserves, and cultural spots.
A windfall for shopkeepers, but also for Paraguay’s economy
Local entrepreneurs celebrated the surge: small shops, boutiques, electronics stores, perfumeries, fashion outlets, and gastronomy venues all saw their busiest days in years. The inflow of tourists and cash not only boosted sales but also created temporary employment and increased revenue in services like hospitality, transport, and food.
The head of the local Chamber of Commerce described the event as a “tourism and commercial miracle”, reinforcing Ciudad del Este’s role as a regional economic engine and a major contributor to Paraguay’s external commerce.
What started as a simple discount event has grown into a cultural marker. For many Paraguayans and regional visitors, Black Friday in Ciudad del Este is more than shopping: it is a celebration of opportunity, travel, and the country’s unique selling proposition as a cross-border shopping hub.
Local vendors report that returning customers are no longer just bargain hunters. Some arrive to explore the city’s gastronomy, culture, and natural attractions. Others find in Paraguay a more affordable lifestyle, encouraging future visits and longer stays.
Preparing for next year: bigger, better, and more welcoming
Given the success of 2025, organisers already look ahead. Plans include expanding tourist services, improving transport across the border, enhancing public spaces, and increasing collaboration with hotels, restaurants, and regional tourism networks.
Authorities say this year’s operation proved the city’s capacity to handle massive influxes safely and efficiently. With better infrastructure and strategic promotion, the next Black Friday could be even larger. Not just in sales, but in its appeal to tourists from all over Latin America.
In 2025, Black Friday in Ciudad del Este was not just a weekend of discounts; it became a statement. A statement that Paraguay can combine commerce, tourism, and hospitality into events that surprise, excite, and deliver results.
