Black Friday weekend sales grow 17-18% on year for ecommerce players
Direct-to-consumer brands and ecommerce marketplaces are estimated to have recorded a 17-18% increase in order volumes during this year's Black Friday weekend compared to last year.
Beauty, wellness and personal care products, and home decor were the most popular categories during the sale, according to ecommerce enablement platform Unicommerce. The gross merchandise value (GMV) — the value of goods sold on ecommerce platforms, excluding discounts and returns — rose more than 24% from a year earlier.
The surge in sales was fuelled by the global excitement around Thanksgiving and the Christmas season, bringing the year's ecommerce sale events to a close. The sale event also saw a sharp rise in average order value (AoV), particularly for pricier items, similar to what was observed during the Diwali festive sales, said several brand executives.
In the US, Black Friday, the day after Thanksgiving, marks the busiest shopping day of the year. In contrast, brands and marketplaces in India view it as an event aimed at boosting sales following the festive season, said industry experts.
On November 4, ET reported that ecommerce platforms recorded total sales of nearly Rs 1 lakh crore (about $11.9 billion) during the month-long festive season, marking an increase of 22% compared with last year.
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