India has wholeheartedly jumped on the Black Friday bandwagon, with e-commerce platforms seeing a significant boost in sales. Once a niche American tradition, Black Friday is now firmly entrenched in the Indian retail landscape, as consumers flock to online marketplaces for big discounts, from gadgets to skincare.
This year, the Black Friday sales event saw an impressive rise in participation, especially from tier 2 and tier 3 cities, marking a significant shift in consumer behavior. The sales not only reflect growing confidence in the discounts offered but also highlight a more profound change in how India is adapting to global retail trends.
Surge in Participation Across the Country
The popularity of Black Friday in India has surged over the past few years, driven by a combination of localized marketing strategies, digital adoption, and a younger, value-conscious consumer base. The sales event has evolved from being a novelty to a mainstream shopping season, with platforms like Amazon India, Flipkart, and Snapdeal seeing massive spikes in traffic.
The key to Black Friday’s growing success in India is its timing. Positioned just before the Christmas and New Year festivities, the event serves as a perfect precursor to the holiday shopping season, attracting consumers eager to cash in on year-end deals. Retailers forecast sales growth in India ranging from 10 to 200 percent this year, signaling a major shift in how Indian shoppers approach global shopping events.
For Harish Bijoor, a business and brand strategy expert, Black Friday has become especially important for Indian retailers. “Manufacturers build up huge inventories for Diwali. If Diwali sales are dampened, Black Friday becomes a rescue festival of its own. It helps clear inventories at a deeper discount,” he explained.
Expanded Product Categories: From Gadgets to Skincare
Traditionally known for discounts on electronics and gadgets, this year’s Black Friday in India saw significant expansions. Retailers offered deals across multiple product categories, from home appliances to fashion and beauty products. One of the standout categories this year was skincare, with a marked increase in demand for active skincare and dermatologically recommended products, particularly driven by the winter season.
Swagat Sarangi, Co-founder of Smytten, shared that skincare has grown into a major product category, with Northern India seeing a particular rise in demand for such products. “Traditionally, gifting and lifestyle products dominated the event, but the demand has now shifted toward essential and premium skincare,” he said.
E-commerce giants Amazon India and Flipkart both hosted week-long sales, offering discounts on everything from smartphones and laptops to home appliances. Deals on high-end electronics from brands like Apple, Samsung, and Xiaomi saw products flying off virtual shelves, with many shoppers taking advantage of exciting offers like bundled deals, no-cost EMI options, and exchange offers.
- Major product categories that saw the most growth:
- Active skincare and beauty products
- Home appliances
- Consumer electronics (smartphones, laptops)
- Fashion
These expanded categories point to a broader trend: as Black Friday becomes a staple in India’s shopping calendar, it is increasingly tailored to meet local consumer preferences.
The Concept Gets “Indianized”
For Black Friday to truly resonate with Indian shoppers, industry experts believe it needs to be “Indianized.” By incorporating local festivals, traditions, and themes, the event can bridge the gap between the Western origin and Indian consumer behaviors.
Influencers, who have become an integral part of India’s e-commerce ecosystem, play a crucial role in this transformation. “To make Black Friday resonate even more with Indian consumers, the concept can certainly be ‘Indianized’ by leveraging local festivals or themes and collaborating with influencers who explain the relevance of these deals,” said Maddie Amrutkar, Founder & CEO of Glad U Came.
Through strategic storytelling and influencer marketing, Black Friday can create more than just a sales event—it can become a cultural moment that appeals to the aspirations of Indian consumers, especially millennials and Gen Z, who are increasingly seeking global trends and year-end deals.
Tier 2 and Tier 3 Cities: A New Frontier
One of the most significant shifts in this year’s Black Friday sales was the growing participation from tier 2 and tier 3 cities. Traditionally, these regions lagged behind urban centers like Delhi and Mumbai when it came to e-commerce participation. However, platforms like RapidShyp have reported a 60% surge in shipping demand from these smaller cities, reflecting the growing influence of mobile shopping and the appeal of early promotions.
Ravi Goel, Chief Business Officer of RapidShyp, observed that the increased participation from smaller cities signals that Black Friday is quickly becoming a nationwide event. This trend aligns with broader e-commerce growth patterns, where smaller cities are catching up with metros in terms of online shopping activity.
The rise of mobile shopping and access to early discounts is fueling this trend, with many shoppers in tier 2 and tier 3 cities now regularly engaging with sales events. As digital infrastructure continues to improve across India, the reach of Black Friday is expected to expand further in the coming years.
Black Friday in India: A New Shopping Tradition?
As Black Friday continues to gain traction, experts believe that it could soon become a fixture in India’s annual retail calendar. The growing interest from urban millennials, Gen Z, and even smaller cities suggests that the concept is not just here to stay but could evolve into a massive shopping event, similar to the global Black Friday frenzy.
However, the success of Black Friday in India hinges on how well local retailers adapt to the demands of a rapidly evolving market. By offering a wide range of discounts across diverse categories, coupled with the right mix of marketing strategies, Black Friday could solidify its place as a major retail event in India.
