Black Friday Sales in India: What, Why & How?
In this article, we’ll break down everything you need to know about Black Friday Sales in India- What it is, why Indian brands are jumping on board, & how brands can make the most of these sales.
Black Friday, the iconic shopping event that originated in the U.S., has gradually become a global phenomenon, making its way to India over the last decade. Traditionally known for doorbuster deals and massive discounts, Black Friday falls on the last Friday of November, marking the unofficial start of the holiday shopping season.
The Black Friday sale market is estimated at around $278,645 Million in 2024. With increased exposure due to social media, the industry is set to follow an upward trend in the coming future. (By Future Market Insights, 2024)
In India, the retail calendar is shaped by a series of festivals, with Diwali being the biggest sales season of the year. Recently, Black Friday has emerged as an extension of this festive sales period, serving as a final push for businesses before the year wraps up. Just as brands prepare for Diwali discounts, Black Friday sales tap into the shopping mindset, with consumers already primed to hunt for great deals. The event's timing has helped brands boost year-end sales, especially for electronics, fashion, home goods, and travel and experiences.
This article explores how Black Friday has evolved in India, how Indian brands are adopting it, and why it has become a crucial event in the festive retail cycle. We'll also explore some tips that can help you turn this shopping frenzy into a phenomenal opportunity for your business.
Black Friday: Origin and Its Rise in India
Before we dive into the details, let’s take a moment to understand what Black Friday is and why it’s celebrated. Black Friday, traditionally observed the day after Thanksgiving in the United States, marks the official start of the holiday shopping season. The term originated in the 1960s, initially describing the heavy shopping traffic and consumer activity that helped retailers turn a profit, moving from "in the red" to "in the black."
Over the years, this tradition has been embraced by brands and retailers worldwide. In India, various eCommerce platforms, D2C brands & retail stores have brought the concept to life.
In many countries, Black Friday is observed as part of a more extended shopping period that includes "Cyber Monday," a day focused on online sales, and, in some cases, even an entire "Cyber Week."
In India, it has gained significant traction among both consumers and brands. What once felt like a Western tradition has now become an integral part of the Indian retail calendar. This shift means that Indian brands can ramp up visibility, clear out post-festive inventory, and engage with customers meaningfully.
The rise of cross-border eCommerce has also allowed Indian shoppers to access deals from international brands, further integrating Black Friday into India’s shopping culture. As per Adobe Analytics, Black Friday saw a massive boost in online shopping, even more so than Cyber Monday. On Black Friday, 90.6 Million people shopped online.
For Indian consumers, Black Friday presents an opportunity to score deals on a range of products—from electronics to fashion, beauty to home décor—at prices that are hard to beat.
How Indian Brands Are Adopting Black Friday
In the past, Indian consumers were primarily unfamiliar with Black Friday. However, the digital revolution and the rise of online shopping in India have significantly brought this event into the mainstream. Brands across industries, from electronics to fashion, have recognised the potential of this global shopping event to capture consumer attention.
Let’s have a look at how Indian brands are embracing Black Friday-
Black Friday has really found its place in India's electronics and home appliances market. Major retailers like Croma, HP, and Vijay Sales are preparing for huge sales with eye-popping discounts on smartphones, laptops, home appliances, and more.
Image Sources: Brands- Croma, Vijay Sales
Fashion brands like Myntra, Nykaa, and Ajio have also jumped on the Black Friday bandwagon, offering discounts on everything from clothing to beauty products. Myntra's sales often feature markdowns on popular local and global brands, while Nykaa usually showcases tempting beauty bundles and premium skincare products that everyone loves during this time.
Image source: Brands- Myntra, Nykaa, Tata CLiQ
It’s a golden opportunity to clear out seasonal items or festive collections before they start focusing on New Year and spring trends. Plus, it’s a great time for gift shopping as the year draws to a close! According to Redseer, festive sales in 2023 have seen a significant increase compared to the previous year, reflecting a 19% year-over-year growth during the first week of October 2023.
Just two weeks after the excitement of the Diwali season sale, Indian D2C brands are gearing up for the Black Friday rush. It’s a great opportunity for these brands to connect with eager shoppers and boost their sales figures. With more people looking for deals, participating in events like Black Friday can really help them meet that demand and grow their business.
Brands like BoAt and The Man Company, know how to create a buzz online, using social media to build excitement and offer enticing deals like flash sales, exclusive bundles, and fun giveaways.
The primary reasons Indian brands are adopting Black Friday include:
Globalisation of Consumer Behavior: With access to global eCommerce platforms, Indian shoppers are no longer restricted by geographical boundaries. They have become familiar with Black Friday through international online retailers, making it an anticipated event in the Indian market.
eCommerce Growth: The rise of online shopping in India, primarily via platforms like Amazon, Flipkart, and independent D2C brands, has enabled easy participation in global shopping events. Black Friday promotions drive traffic, boost conversions, and enhance visibility for these brands.
Holiday Shopping Timing: Black Friday falls just after Diwali and other major Indian festivals, making it a perfect time for brands to offer post-festival deals, attracting shoppers looking to purchase gifts or products at discounted prices.
Increased Consumer Demand for Discounts: Indian consumers are always on the lookout for sales. Black Friday is a perfect opportunity for brands to cater to this demand with enticing offers, attracting price-conscious shoppers.
Brand Positioning and Global Appeal: By adopting Black Friday, Indian brands can position themselves as global players, connecting with consumers who are drawn to the prestige of international sales events and want to experience the same deals as those in Western countries.
Top Tips for D2C Brands This Black Friday
With all the excitement around Black Friday, it’s easy to get swept up in the frenzy. But how can you make this shopping event work specifically for your D2C brand and not just follow the crowd?
Here are some tips to help you crush Black Friday this year:
Start Early – Get Your Customers Excited
Don’t wait until the day of the sale to tell your customers about your Black Friday deals. Start building hype early by teasing your offers on social media, in emails, and on your website. Countdown clocks, sneak peeks of your products, or exclusive early bird deals all help prepare your audience to shop.
Create Time-Limited Deals
People love a good deal, especially when it feels like they’re getting something exclusive. Create flash sales or "deal-of-the-hour" offers to drive urgency. This will not only keep customers coming back to check out more deals, but it also gives them a reason to buy now instead of waiting.
Bundle for Bigger Wins
Bundling products is a great way to give customers more value while moving inventory. For example, pair a popular item with something new or complementary and offer a discount on the bundle. This strategy adds value for your customers while also encouraging them to spend more.
For example, if A person buys an iPhone, pair it up with a phone case!
Optimise Your Website for Traffic and Speed
Black Friday means lots of eyes on your site—and lots of people trying to check out. The last thing you want is slow loading times or a crash when things get busy. Test everything, from your site speed to mobile optimisation, and ensure every customer's shopping experience is smooth.
Streamline the Checkout Process
A complicated checkout process can cost you sales. Keep it simple—think easy navigation, multiple payment options, and a guest checkout option. If your customer is ready to buy, don’t make them jump through hoops. Keep it fast, easy, and stress-free.
Go Social and Partner with Influencers
Social media is a goldmine for driving Black Friday sales. Use Instagram, Facebook, and other social apps to engage with your audience and promote your offers. Teaming up with influencers can help expand your reach and attract customers who might not have discovered your brand otherwise.
Use Retargeting to recover Lost Sales
Not everyone who visits your website will buy on their first visit. If they abandon their cart, don’t let them forget about you! Retargeting ads remind shoppers about the products they left behind and can encourage them to come back and complete their purchase.
Offer Free Shipping or Exclusive Discounts
Customers love free shipping, especially during big shopping events like Black Friday. If you can swing it, offer free shipping on all orders or exclusive discounts for first-time buyers. Little perks like these can be a big motivator for people to hit "buy."
Send Personalised Emails
Email is a great way to keep your loyal customers engaged. Send personalised recommendations based on what they’ve purchased before, or offer them early access to your Black Friday deals. Personalised emails show you care and make the shopping experience feel more tailored.
Don’t Forget about Post-Sale Engagement
The Black Friday rush doesn’t end when the sale is over. Follow up with thank-you emails, offer additional discounts for their next purchase, or ask for product reviews. Keeping customers engaged even after the sale builds loyalty and increases the chances they’ll return.
Learn from the Data
Once the dust settles, take the time to review your performance. Which products were most popular? What marketing channels brought in the most traffic? Use the data to fine-tune your approach for the next sale or event. Understanding what worked—and what didn’t—can help you improve for next time.
The Future of Black Friday in India: A Growing Tradition
As India continues to experience rapid growth, Black Friday is likely to become more integrated into the annual retail cycle. This shopping holiday, initially popularised in the West, aligns perfectly with the rising trend of cross-border shopping.
According to Future Market Insights, the current valuation is very likely to surpass $1,158,302.7 Million by the end of 2034, exhibiting a CAGR of 15.3%.
What’s particularly exciting is that this trend isn’t limited to big-name retailers. If you ask us, it’s a good place to be if you are a small or local D2C brand beginning to recognise the potential of Black Friday, eager to engage with customers and compete for their attention.
It's important to note that lifestyle is undoubtedly a decision-maker. People have embraced various global trends, not just those highlighted on Instagram or Facebook. Black Friday is one such trend that has taken root in India, and Singles Day, another international shopping event, has also made its way onto the Indian shopping calendar.
In short, the way Black Friday has evolved around the world really shows how interconnected our shopping habits have become. What started as a uniquely American tradition has now become a global event, with people everywhere embracing the excitement of big sales and shared shopping experiences.
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