Black Friday: The Ultimate Indian Sale

A Frenzy of Deals and Discounts

The day when prices plummet, carts overflow, and every click could land you a dream deal has arrived—Black Friday. Originally an American tradition following Thanksgiving, this shopping phenomenon has now taken India by storm.

Black Friday is not just a sale; it’s a shopping spectacle, a thrill, and a race against time. From fashion to electronics, it fuels excitement and urgency as shoppers strive to secure their favorites before stocks run out.

From Amazon to Myntra, Nykaa to Croma, retailers have transformed this Western tradition into a year-end celebration of discounts. Offers like Buy 1 Get 1 Free, up to 60% off, loyalty points, and free shipping flood the platforms, while influencer campaigns make wishlists longer than ever.

The Rise of E-commerce During Black Friday

Driving Sales Post-Festive Season

Black Friday has become a significant revenue driver for Indian e-commerce platforms, following the record-breaking Diwali sales, which reached Rs 1.24 lakh crore in gross merchandise value (GMV), according to Datum Intelligence.

Brands across fashion, beauty, home, and lifestyle have introduced attractive deals, with demand surging particularly from Tier 2 and Tier 3 cities. E-commerce platforms often begin their sales days before the official Black Friday date, ensuring shoppers stay engaged throughout November.

Amazon, Flipkart, Myntra, Nykaa, and Tata Cliq have played a major role in bringing the Black Friday phenomenon to India. Amazon India, for example, launched its first Black Friday Sale last year, generating significant consumer interest. The platform offers discounts up to 80%, along with cashback and credit card benefits.

Integrating Technology for a Personalized Experience

Amazon has taken online shopping further with AI-powered tools. Rufus, a smart shopping assistant, provides personalized recommendations, while Lens AI allows users to snap a photo of any product and instantly locate it on Amazon.in. Features like AI Review Highlights, View in Your Room, Quick Learn, and Buying Guides have enhanced the customer experience significantly.

Nykaa has branded its Black Friday as the ‘Pink Friday Sale,’ offering discounts of up to 60% on beauty essentials and up to 80% on fashion and home products. During the 2024 sale, Nykaa saw 36% YoY growth in GMV and 55% growth in new customer acquisition. Tata Cliq, meanwhile, hosts its sale from November 20 to November 30, focusing on apparel, accessories, watches, and beauty items.

Building Anticipation: How Brands Create the Buzz

E-commerce platforms and brands invest heavily in pre-sale marketing. Early announcements, billboards, influencer collaborations, and celebrity endorsements all create a sense of urgency.

Nykaa partnered with celebrities like Deepika Padukone, Kusha Kapila, Ayesha Ahmed, and Kareema Bedi, while Tata Cliq collaborated with Twinkle Khanna. Influencers across Instagram and YouTube also generate excitement through paid campaigns and exclusive early access to products, building anticipation among shoppers.

Myntra leverages its Ultimate Glam Clan, a network of creators, to deliver performance-driven campaigns, video content, and styling inspiration during the sale.

Retailers Offer Deals Across Categories

Black Friday has become an all-encompassing shopping festival across product categories including apparel, accessories, beauty, footwear, home essentials, jewelry, and electronics.

Fashion retailers like Zara and H&M and electronics stores such as Croma and Sony line up their best offers during the event. Croma emphasizes value across smartphones, laptops, TVs, and home appliances, offering exchange programs, bank offers, and easy EMI options with discounts of up to 50%.

Malls Gear Up for High Footfall

Shopping malls across India prepare extensively for Black Friday to enhance the customer experience. Real estate companies decorate malls, extend hours, and organize events to attract shoppers.

At Oberoi Realty, for example, curated offers across categories, pre-sale digital teasers, loyalty updates, and early-bird promotions create anticipation. DLF Retail follows global best practices with festive décor and immersive digital content, boosting footfall and customer engagement.

These strategies not only drive sales but also increase dwell time, encourage multi-category exploration, and strengthen loyalty among shoppers. Extended hours, flash deals, and family-oriented activities make Black Friday an immersive shopping experience.

Black Friday: A Key Moment for Indian Retail

What began as an American shopping trend has now firmly entrenched itself in India. With the early onset of winter and the ongoing wedding season, consumer demand surges for premium and luxury wear, electronics, and household essentials.

E-commerce platforms and physical retailers meticulously plan and execute their Black Friday campaigns to capitalize on this opportunity, combining high discounts with technology-driven experiences and targeted marketing to ensure shoppers get both value and excitement.

Black Friday in India has evolved into a retail celebration—an unmissable moment for consumers and a strategic revenue period for brands.

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Sorit Chaudhary

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