Black Friday weekend sales grow 17-18% on year for ecommerce players

Direct-to-consumer brands and ecommerce marketplaces saw a 17-18% rise in Black Friday order volumes compared to last year, with beauty, wellness, personal care, and home decor driving sales. Gross merchandise value grew over 24%, boosted by festive excitement. Higher average order values were noted in wearables, fashion, and electronics. India embraced the trend with growing consumer interest.