The 2024 Black Friday sales in India have emerged as a significant event, witnessing a remarkable 24% increase in GMV compared to the previous year. This surge has not only contributed substantially to November's overall GMV but has also transformed the shopping landscape in the country. Black Friday, traditionally a US staple, is now spilling over to India, becoming an integral part of its ecommerce sale events.

Popular Categories and Their Growth

During the Black Friday sales, several categories witnessed significant growth. Beauty and wellness products saw a 34% year-on-year (YoY) growth, driven by the ongoing wedding season. Personal care items like perfumes, deodorants, and makeup experienced a 2X increase in GMV compared to the weekend prior. The average order value for this category also rose by 26%.Fashion and apparel showed strong demand, with men's and women's apparel collectively accounting for 54% of sales. Men's clothing, in particular, was a major contributor. D2C women's fashion startup FableStreet witnessed a 4X growth over last year during its Black Friday sale, with strong sales in its top sellers and winter merchandise.Electronics and mobile phones emerged as top performers, contributing a significant 66% to the total sales. Mobile phones alone accounted for 49% of the sales. Average order values for laptops and computers also increased by 25% during the sale event.The home decor category witnessed a 40% YoY growth in order volume, led by decorative items and furnishing products.

Quick Commerce Platforms and Their Impact

This year, quick commerce platforms like Blinkit, Instamart, and Zepto held their first Black Friday sales. Quick commerce grew by 15% compared to a typical weekend. Shadowfax, as the primary partner for all q-commerce clients, experienced similar growth at the platform level.

Payment Patterns During the Sale

Payment patterns witnessed a significant shift during the Black Friday sales. Cash-on-delivery GMV increased from 46% during the Diwali sale period to 65% last week. While credit-based payments saw a slight dip, the preference for UPI payments remained stable.

Impact on Brands and Retailers

The Black Friday sale enables brands and retailers to clear their unsold inventory and make space for new stock for the next year. It is the last shopping festival before Christmas and New Year, and brands have successfully revived demand through this sale period.The D2C industry has seen an impressive average year-over-year growth of around 30%, with Shadowfax outperforming this trend by achieving a remarkable 200% growth. Warehousing and third-party logistics player Emiza flagged a significant upward trend during Black Friday sales, with business-as-usual volumes experiencing a two-fold increase.In conclusion, the 2024 Black Friday sales in India have had a profound impact on various sectors, driving growth and transforming the shopping behavior of consumers. It has become an important event in the country's ecommerce calendar, and its significance is expected to grow in the coming years.