Online Black Friday Sales Soar 25–30% In India, Powered By GST Cuts

India’s online commerce ecosystem posted its strongest-ever Black Friday weekend, with brands and ecommerce platforms recording 25–30% year-on-year (YoY) sales growth, sharply higher than the 17–18% growth seen

last year. The surge is attributed to steep discounts, recent GST cuts and aggressive marketing by direct-to-consumer (D2C) brands, signalling that Black Friday is rapidly evolving into a major retail event in India.

In India, Black Friday sales begin the Friday after Thanksgiving and extend through Cyber Monday, mirroring the US shopping calendar. While the event is traditionally the biggest shopping day in the US, Indian brands initially treated it as a post-festive sales push. But that trend is shifting rapidly as consumer awareness grows and brands invest more in the occasion.

The growth aligns with improved consumer sentiment through the year. Amazon India and Flipkart’s festive sales earlier delivered nearly 30% YoY growth, reversing last year’s slowdown. Fashion marketplace Myntra reported a 25% YoY rise in Black Friday 2025, driven by strong traction among both new and returning shoppers. Data from ecommerce enablement firm Unicommerce showed robust category-level performance, with FMCG- especially healthy foods- growing 83% YoY, beauty and personal care rising 77% and homeware jumping 63%.

Even quick commerce platforms joined the Black Friday frenzy. Bigbasket reported a 30% rise in electronics volumes (excluding smartphones) compared to the already high October base created by Diwali demand.

D2C Brands Steal The Show

D2C brands aggressively pushed their own app and website sales this Black Friday, capturing a significant share of online traffic and conversion. Indian-wear label Libas reported 15–20% YoY growth, supported by discounts of up to 60% on select categories. Gen Z-focused brand Campus Sutra ran a six-day sale with a buy-2-get-1 offer and saw an impressive 80% YoY rise in sales. Menswear brand Snitch delivered one of the strongest performances with a remarkable 170% YoY jump, fuelled by deeper value offerings, faster product drops and limited-time deals that created urgency.

Personal care brand Pilgrim recorded 2x YoY growth with a 10–15% increase in average order value while fast-fashion player Newme saw a tenfold spike in orders and an eightfold increase in app installs, making Black Friday its flagship annual sale.