As per data from CashKaro, mobile phones dominated the sales, accounting for 49 per cent of total purchases
The Black Friday sales in India witnessed a surge in consumer demand, with mobile phones and apparel emerging as the most sought-after categories. As per data from CashKaro, mobile phones dominated the sales, accounting for 49 per cent of total purchases. Alongside other electronic devices, the electronics category contributed a staggering 66 per cent of overall sales.
“Since the introduction of Black Friday sales by e-commerce platforms in India, awareness and excitement surrounding this event have grown significantly among shoppers,” said Swati Bhargava, Co-founder of CashKaro and EarnKaro.
Beyond electronics, fashion apparel saw a strong uptick in demand, driving 54 per cent of the total sales, with men’s clothing contributing 36 per cent and women’s clothing at 19 per cent. Categories such as men’s footwear and jewelry accounted for 28 per cent of sales, reflecting the diversity of consumer interests.
The event also highlighted the growing significance of Tier 2 and Tier 3 cities in India’s ecommerce landscape. During the Diwali sale earlier this year, 60 per cent of sales originated from these regions, a trend that carried over into Black Friday. Bhargava noted, “Consumers from smaller towns are now actively leveraging festive sales and offers.”
Interestingly, peak shopping hours during the Black Friday sale were observed between 1 AM and noon, and again at 3 PM, as customers sought to maximize the benefits of discounts and deals.
FOMO and Impulse Buying
The success of Black Friday sales is also attributed to the psychology of exclusivity and urgency, according to Krsnaa Mehta, Founder and Design Director at India Circus.
“One way Black Friday sales have helped brands come closer to consumers is by providing a sense of urgency and exclusivity. Limited-time offers and flash sales create a fear of missing out (FOMO), encouraging consumers to make impulse purchases and engage with brands,” he said.
Mehta added that these sales provide invaluable insights into customer behavior, which can be used to tailor future marketing strategies and enhance customer engagement.
Deeper Consumer Connections
For brands, Black Friday sales represent more than just increased revenue. They offer a unique opportunity to deepen relationships with existing customers while attracting new ones.
“Black Friday enables brands to build stronger connections with their audience by tailoring offers to meet their preferences,” said Rayed Merchant, Director and Co-founder of SSIZ International. He emphasised the event’s role in tapping into new market segments and fostering customer loyalty.
Arya Khattiwala, Founder of SKIN DELI, echoed these sentiments, “The Black Friday sale has been key in building a deeper connection with our existing customers while also welcoming new ones. Through this event, we’re adding real value to our customers’ lives by bringing them closer to the self-care they deserve, and in turn, creating a loyal and loved community.”
The Role of Technology
The integration of advanced technology played a crucial role in driving sales and enhancing the shopping experience. “We’ve embraced cutting-edge digital technologies to revolutionise the shopping experience,” said Mudita Jaipuria, Founder of Warehouse by Mudita and Get Powered by Warehouse.
Her brand used AI-driven personalization through platforms like Meta and Google Ads, dynamic discounting strategies, and real-time inventory updates to create a seamless shopping journey. “By combining advanced technological tools with strategic marketing approaches, we create a seamless, personalised shopping journey that not only drives conversions but also enhances the overall brand and designers’ experience,” she added.
The Black Friday sale in India has emerged as a critical period for both consumers and brands. The data-driven insights, technological advancements, and focus on customer-centric strategies have made it a key event in the retail calendar. With mobile phones and apparel leading the charge, the sale has reaffirmed its position as a driver of growth and innovation in India’s ecommerce ecosystem.
