BOGO offers dominated 2025 purchases as brands extended Rs 220 crore in discounts
Black Friday overtook Diwali to become India’s biggest shopping day in 2025, marking a decisive shift in consumer behaviour according to data released on Tuesday by ecommerce enablement firm GoKwik.
Orders on Black Friday, which fell on 28 November this year, exceeded those placed during traditional Indian festival sales such as Diwali and Dussehra, the company said. November also emerged as the strongest month for online consumption, driven by heavy discounting, wider participation beyond major metros and and growing acceptance of global retail events among Indian shoppers.
GoKwik said peak ordering activity was recorded at 10 p.m., with a smaller spike during lunch hours, reflecting changing shopping habits among urban consumers.
Geographically, demand was concentrated in the National Capital Region, with a Noida pincode (201301) accounting for Rs 62 crore in order value during the year, the highest among all locations on the platform.
The highest single transaction recorded in 2025 was worth Rs 12,09,523, while one customer placed more than 4,200 orders over the year, the data showed. Discount-led buying continued to dominate, with buy-one-get-one offers emerging as the most-used promotion. Brands on the GoKwik network offered discounts worth about ₹220 crore during the year.
“The biggest signal of 2025 wasn’t just volume, but behaviour. Black Friday overtaking festivals, late-night shopping becoming mainstream, and concentrated demand from regions like Noida show how confident and digital-first the Indian shopper has become,” said Chirag Taneja, co-founder and CEO, GoKwik.
India’s online retail market has expanded rapidly in recent years, fuelled by deeper internet penetration, faster deliveries and growing adoption of direct-to-consumer brands.
The company on Tuesday unveiled GoKwik Wrapped 2025, its annual year-end review that analyses large-scale consumer data across its network of direct-to-consumer (D2C) brands, while also offering shoppers a personalised snapshot of their own buying habits.
