Black Friday Gains Traction in India: Brands Leverage Discounts to Boost Post-Diwali Sales

November 30, 2024: Black Friday, a shopping phenomenon originating in the US, is steadily making its mark in India. Known for offering steep discounts the day after Thanksgiving, the event is now being adopted by Indian brands and retailers to drive sales and clear unsold inventory, particularly after the Diwali festive season.

This year, companies across categories like cosmetics, electronics, apparel, and premium packaged foods are offering discounts of up to 50% at both physical stores and e-commerce platforms. With Black Friday coinciding with salary payout dates, many brands hope to see an uptick in consumer spending.

According to DLF Retail, “Consumer demand during the year was not exceptional. But we believe Black Friday will create another occasion for consumption, aided by favourable weather in the North.”

Prominent names like Nykaa, Myntra, Amazon, Samsung, LG, Xiaomi, Puma, H&M, and Levi’s are capitalising on the event with aggressive promotions. For the first time, Amazon India is hosting a Black Friday sale from November 29 to December 2, with discounts of 40-75% on products ranging from luxury handbags to electronics.

Vijay Sales representatives explained that Black Friday is now becoming a critical event for retailers: “It is an effort to liquidate unsold stock after Diwali. Businesswise, it generates double the sales of a usual day and is growing every year.” They predict that within a few years, Black Friday could rival Republic Day and Independence Day sales in scale.

While premium product categories, such as cars, smartphones, and luxury goods, saw double-digit growth during Diwali, sales of mass-market items remained sluggish. Black Friday is seen as a way to extend the festive shopping momentum and attract value-seeking consumers.

According to Myntra, categories like beauty, personal care, watches, sportswear, and western wear are witnessing strong traction during the sales. Meanwhile, discounts offered by Amazon include deals on leading brands such as Apple, Nike, Tommy Hilfiger, and Swarovski, reflecting Indian consumers' growing appetite for premium goods at value prices.

The Black Friday trend, though still emerging, is expected to grow significantly in India, with more retailers joining each year and consumers embracing the global shopping culture.

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