To tap onto residual shopping demands after Diwali mega sales and the increasing influence of global festive milestones, several Indian brands stepped up their Black Friday Sales to drive demand.
To make the most of the possible shopping sprees between Diwali and Christmas mega sales, Indian brands have tried to capture the largely American phenomenon of Black Friday sales this year. These majorly include fashion, makeup, and electronic brands as they can be seen flooding potential customers with offers through the last weekend of November.
Dubbing their efforts under the Pink Friday Sale, Nykaa put forth a pink-hued narrative, offering discounts across categories on their site. They used social media to drive site visits and sales, with a healthy mix of brand posts and influencer marketing posts. Unboxing videos featuring specially packaged beauty boxes were an integral part of their strategy.
Amazon India’s offers mostly concentrated on electronic products, especially mobiles, and the sale was pretty much renamed to Cyber Monday after the weekend was over.
On their part, Flipkart offered extra discounts on their bestselling mobile options. They also had a tie-up with banks such as SBI to offer special/extra discounts to cardholders and those might need EMI options. It was an essential step given the category they had announced the sales for.
Shoppers Stop too has a site-wide sale across categories such as fashion, gifts for children, perfumes, and even cutlery and kitchen products. To promote the sale and announce the various discounts, it was dubbed as Black Friyay! in the creatives.
2020 has been crucial for brands from a marketing perspective where they are trying to leverage as many occasions as they can to push for sales. They are bettering their e-commerce channels and using social media and influencer marketing to support the efforts being undertaken to negate the ongoing pandemic-induced lull in the shopping needs, desires, and capabilities of consumers.