Black Friday (BF) is a promotional strategy and has become one of the most important holiday shopping days in retail and have impacted consumer behaviors. Within their unique context and perception of unmissable discounts, with characteristics of a consumption ritual and each year it has shown itself as a potential strategy to increase sales and market share. The goal of this paper it is to test a new model that is based on the relationship of Materialism, Enjoyment in Buying, Consumer Impulsiveness and Black Friday Shopping (BFS) with Deal Proneness, in addition to verifying if there is a moderating effect of BFS on the dependent variable Deal Proneness. A survey was carried out, applied to structural equation modeling (SEM), and the Smart PLS3 software was used for statistical calculations, analysis and validation. The results showed that BFS presents itself in a robust and significant way in the model, generating impacts on this holiday shopping season, since it had a strong and significant influence on Deal Proneness, influenced by Impulsiveness and Enjoyment in Buying. But it does not have a moderating effect; that is, it does not affect direction or strength as expected.
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