Black Friday sales are no longer limited to the West as it is picking up the pace among Indian shoppers as well. The excitement is evident in the growing number of individuals eagerly anticipating substantial discounts.
Across the country, retailers have witnessed a substantial increase in online purchasing during the last Black Friday. Shoppers want not only savings but also a frictionless shopping experience.
Urban Excitement
Unlike other major Indian festivals and Sales occasions, Black Friday sales generate heightened anticipation primarily in Metros and tier-1 cities, said, Varun Tangri, CEO and founder at QueueBuster POS.
“Brands strategically leverage the ease of online shopping, resonating strongly with the tech-savvy class of the country,” he said.
Just like other Indian festivals this year, Black Friday sale is also expected to see electronics take the spotlight, projecting an estimated 6 per cent growth, Tangri said citing a report by Mastercard.
“The desire for high-quality audio equipment is clear, underlining the significance of striking a balance between price and premium features,” Sukhesh Madaan, CEO, of Blaupunkt Audio India CEO stated.
For business owners gearing up for Black Friday, the focal point is strengthening the online presence of their stores, Tangri highlighted.
“Maintaining a well-stocked eStore, supported by a robust CRM system to handle heightened demand, is crucial. Streamlining these efforts with an all-in-one Android POS software ensures efficiency,” he stated.
Electronic Dominance
Observing the Indian market, retailers are anticipating a significant surge in demand for audio and other electronic products that are gaining more sales share during Black Friday sales.
“Categories like wireless earphones, soundbars and smart speakers tend to perform exceptionally well,” said Sukhesh Madaan, CEO, of Blaupunkt Audio India CEO.
Similarly, Nischal Kandula, co-founder at Curryit also observed these trends for specific categories including electronics, apparel and cosmetics.
Seller Adaptation
Black Friday sales in India have grown from being relatively obscure to garnering substantial popularity over the years, Madaan said.
“Initially perceived as a strange notion, the attraction of significant discounts has boosted customer engagement,” he said.
According to him, online merchants and ecommerce platforms have played a critical part in popularising Black Friday deals, making it a much-anticipated event.
“Trends reveal a move from conventional stores to online platforms, indicating the changing buying patterns of Indian customers who now anxiously await amazing deals and discounts during this worldwide shopping frenzy,” he added.
Furthermore, there is a willingness to take advantage of the excellent Black Friday bargains, demonstrating a deeper embrace of worldwide purchasing habits.
“Adapting to this changing dynamic as a seller has proven useful in responding to the developing demands of the Indian client base by marketing and participating in Black Friday deals,” Madaan underlined.
Adding to this, Kandula highlighted how brands need occasions for 10x-20X pike in traffic.
“Black Friday is one such occasion. This shows how important it is for both brands & consumers,” he said.
Marketing Tactics
To get more sales most of the brand creates FOMO (feeling of missing out) with limited time, once-a-year deal and more.
“Letting customers know that this deal will not be coming back very soon will ensure that there is no brand dilution,” Kandula emphasised.
Also, Indian sellers are smart to understand how important it is to customise their approach to local preferences and sensitivities.
“Our strategy involves extensive customer engagement about the concept, culturally relevant marketing efforts, and regional promotions timed to coincide with Indian holidays,” Madaan said.
