10 Dec 2024 | By - Sudha Mariappan

As the year is ending with cold winter air, excitement builds for the holiday season. The end of November kicked off festivities like the most anticipated Sale, the Black Friday Sale. We also cannot forget the anticipation of Christmas just around the corner.

For many, this is the season of joy as we have fun family gatherings, and who could ever forget shopping sprees which are the most important part? Black Friday stands out as a major highlight in these shopping ventures. Consumers eagerly wait for the grand event, planning their purchases weeks in advance.

To keep up with the spirit of Christmas, Black Friday comes up with early deals and extended promotions. It has actually become synonymous with fetching the best deals on everything, from electronics to home appliances.

This shopping craze also shows how dynamic consumer behavior is, with many people opting for online deals instead of traditional in-store experiences. If you’re a marketer, this time is golden. You can take this sale season to your advantage in this 2024 era, and use the below strategies for utmost profit building.

What is the Black Friday Sale?

Black Friday is a traditional shopping event held usually in the United States every year after Thanksgiving and before Christmas.

You might have seen that recently Amazon India has started its Black Friday sale from November 29 to December 2, for the first time. A good amount of discounts on products before Christmas is making the Black Friday Sale rapidly gain popularity among shoppers.

As this sale is being made its way through India by major E-commerce giants, their only motive is to attract as many more customers as possible for their branding. Popular online stores such as Amazon, Flipkart, Myntra and Tata Cliq are Black Friday hosts. This brings an opportunity to offer discounts and deals to consumers. Their sales often have a wide range of categories, from gadgets to fashion and home essentials​.

What makes the Black Friday Sale so Special?

Black Friday sales are strategically planned to keep up with the shopping air. Since it’s all about strategy, E-commerce giants try to keep the sale as long as possible to never let the consumers forget about their presence.

For example, Amazon India displays discounts on electronics, home appliances and fashion. Similarly, Flipkart's sales also include offers on electronics and appliances as well. Their discounts can go well up to 80%!

Read Also: Flipkart Big Billion Days Sale

Popular Categories and Deals

During Black Friday, Indian consumers can expect:

Electronics: Great discounts on the iPhone and Samsung Galaxy smartphones, HP and Lenovo laptops. Gadgets such as smartwatches and earbuds.

Fashion and Beauty: Online stores such as Myntra and Tata Cliq have discount deals on western wear, watches, and winter accessories besides beauty products and personal care items.

Home Appliances: Major discounts on the purchase of refrigerators, washing machines, and smart TVs.

Rising Consumer Demand

Indian consumers are increasingly attracted to Black Friday sales due to the unique mix of international and local deals. Homegrown direct-to-consumer (D2C) brands like Foxtale and Pilgrim reported record-breaking sales during the 2024 Black Friday period, showing a growing inclination toward exclusive online deals.

Top Sale Strategies for Marketers in 2024

1. Pre-Event Hype and Teasers

Black Friday hype must be generated in advance. Social media, such as Instagram and Facebook, should be utilized for countdown posts, teaser ads, and behind-the-scenes stories. Email and SMS campaigns can offer sneak peeks or exclusive early-bird deals to your loyal customers.

For example, Flipkart's pre-sale strategy often includes experiences like "The Big Billion Days Quiz," which keeps the users engaged and returning to the site when the sale starts.

Engagement can be built up at least two weeks before through visual content and interactive promotions that keep customers interested till the sale.
Read Also: Top 7 Email Marketing Strategies to Improve Your Sales

2. Localized Promotions with Exclusive Deals for Consumers

Indian consumers enjoy culture-relevant advertisements. Themes linked to Indian festivals or regional favorites are more effective. Amazon India, for example, incorporates specific deals on electronics, kitchenware, and clothing products heavily inquired by Indian consumers.

This is achieved through focused "gift guides" or flash sales highlighting smart TVs, mobiles, or festival wear. Localized messaging in regional languages with Google Ads or local influencers helps make the campaigns more personalized and relatable.

3. Influencer Marketing Partnerships

Influencers have been another very popular lever for creating sales for the Black Friday period. Find appropriate influencers for your brand or audience. For instance, partnerships with fashion influencers on the part of Myntra have proven to be beneficial in posting outfits and promotions on Instagram Reels and Stories.

Live shopping events can be created by the influencer and include live Q&A, whereby products are showcased, helping customers answer queries in real-time. Exclusive promo codes via influencers can motivate additional purchases.

4. Mobile Optimization and Smooth User Experience

Optimize for mobile platforms. The country has a large mobile-based online shopping market. So, your website should be responsive with quick load times and an intuitive interface. Make checkouts easy by including one-click payments and multiple payment options, such as UPI, and digital wallets like Paytm or PhonePe.

For instance, the Amazon India application displays in real-time available and not available items along with the recommendations to the customer, creating urgency for buying on the app immediately.

5. Dynamic Retargeting and Data-Driven Ads

Through advanced analytics, you can retarget people who have looked but haven't bought. On Google Ads and Meta (Facebook/Instagram), you can even build custom audiences for retargeting ads. Flipkart also uses retargeting as it reminds the user about wishlist items and also provides more discount offers.

Targeted advertising can be created by segmenting audiences based on previous behavior. A shopper browsing for headphones may be retargeted with ads that show Black Friday exclusive offers on audio devices.

6. Flash Sales and Limited-Time Offers

Flash sales are known to be one of the best conversion techniques. Deep discounts for a limited time can encourage customers to buy immediately. All channels should be utilized for such offers, such as push notifications, emails, and social media.

Example: Flipkart's hourly "rush hour" deals on Black Friday attract heavy traffic. Flipkart keeps its customers engaged on its app and website using countdown timers on products displayed, thus triggering impulse buying among consumers.

7. Upsell the Products

Product bundling and upselling strategies increase Average Order Value. Bundled products are usually combined products that are related while upselling increases the AOV by selling high-value products to customers.

For example, a bundle discount can be offered on smartphones that have accessories like earbuds or cases.

Example: Amazon India often bundles electronics products such as smartphones with related items like power banks or screen protectors at discounted price points. These bundles are positioned well during Black Friday Sales so that they cannot be overlooked.

8. Interaction and Gamification Campaign

Interactive campaigns can engage customers, thereby improving brand recall and sales. Gamification, like spin-to-win wheels, quizzes, or rewards for completing actions, makes shopping entertaining. Customers love participating in these campaigns, often sharing them on social media, which increases brand visibility.

For example, a point-collecting game can be launched where the customers can earn points for exclusive deals. Marketers can give entry into prize draws or free gift incentives to get people involved.

9. Influencer and Affiliate Marketing

The reach and credibility of a product can be significantly amplified by partnering with influencers and affiliates. Collaborate with influencers for styling videos, gadget reviews, or live Q&A sessions showcasing products in relatable contexts. Affiliate programs encourage bloggers and content creators to promote your Black Friday deals.

Example: Myntra's collaborations with lifestyle influencers showcase trendy deals in fashion. On Black Friday, influencers share their "try-on hauls" and unique discount links, inspiring their followers to shop through the influencer links.

10. Omnichannel Marketing Strategy

Your customers must have multiple channels of access to your business. So make sure the customer experience is seamless while shopping, online or offline. Have the messaging the same across platforms of social media, mobile apps, websites, and retail stores for consistency and reliability.

For instance, Croma has an integrated online shopping site that combines online stores with its physical outlets so that a customer can search for availability in stores nearby and collect from stores. Hybrid shopping caters to both traditional and tech-savvy shoppers.

Black Friday Sale is now more and more popular in India, representing an incredible opportunity for consumers and marketers alike. The festive season is on the door, and eager shoppers will want to get the best deals during this golden period, thereby pushing the sales of e-commerce platforms.

Through the implementation of smart strategies, marketers can achieve more than just sales increase but also customer loyalty in the long run. Black Friday in 2024 is more than a one-day affair, it's a whole shopping experience for weeks, and there is an even bigger chance to engage and convert customers.

You just need to plan early and take action strategically. So make sure to work through data and see how your campaign soars over the noise of Black Friday excitement.

For assistance with any services on Digital Marketing, feel free to connect with us at info@ontogendgital.com. Subscribe to us for more such interesting blogs.

FAQ’s:

1. What is Black Friday, and why is it important?
   Black Friday is a shopping event traditionally held the day after Thanksgiving in the U.S. It has become a global shopping phenomenon, marking the beginning of the holiday shopping season. It offers huge discounts, especially online, making it an essential time for consumers and retailers alike.
2. When is Black Friday 2024 in India?
   In India, Black Friday is usually celebrated during the last week of November. This year, it falls on November 29, 2024, and runs through the weekend until December 2.
3. Which e-commerce platforms participate in Black Friday sales in India?
   Major Indian e-commerce platforms like Amazon India, Flipkart, Myntra, and Tata Cliq hold Black Friday sales, offering discounts on a wide range of products, from electronics to fashion and home appliances.
4. How can Indian shoppers benefit from Black Friday sales?
   Shoppers can benefit by purchasing products at heavily discounted prices, especially on electronics, smartphones, home appliances, fashion, and beauty items. Deals often include limited-time offers, flash sales, and bundled products.
5. What types of products are most discounted during Black Friday?
   Products like smartphones, laptops, electronics, home appliances (such as refrigerators and washing machines), and fashion items are typically offered at deep discounts during Black Friday sales.
6. How can marketers use social media for Black Friday promotions?
   Marketers can leverage social media by creating teaser campaigns, countdown posts, and exclusive offers through platforms like Instagram, Facebook, and Twitter. Engaging content like interactive polls, influencer collaborations, and live sessions can further boost visibility.
7. What are some strategies to boost Black Friday sales in 2024?
   Key strategies include pre-event hype and teasers, offering localized promotions, collaborating with influencers, optimizing for mobile shopping, and utilizing data-driven retargeting ads to engage potential customers.
8. Why is mobile optimization crucial for Black Friday sales in India?
   With a large percentage of Indian consumers shopping through mobile devices, optimizing for mobile ensures a smooth and fast shopping experience, which can significantly increase conversions during high-traffic events like Black Friday.
9. What is flash sales, and how can it boost sales during Black Friday?
   Flash sales are short-duration discounts offered for a limited time, creating urgency. These sales can drive quick decision-making and impulse buying, especially when promoted through push notifications and social media channels.
10. How can influencers help in Black Friday promotions?
    Influencers can help by showcasing products in an engaging and relatable way, promoting special Black Friday discounts, and driving traffic through exclusive discount codes. Their credibility and reach can encourage their followers to make a purchase during the sale.