The first Black Friday may have happened in Philadelphia in the 1960s. But how did it become the shopping holiday that Indians look forward to all year?
You may have seen the same thing we did this week if you’ve been on Facebook, Instagram, or even X: every brand is screaming about Black Friday. Everyone is in the ring, from high-end brands to local skin care products, electronics, candles, and clothes. Some are offering “Buy One, Get One” deals, others are cutting prices by 50%, and still others are just riding the wave with discounts that aren’t really there.
It’s hard to miss, though: almost every brand wants a piece of Black Friday
Director at Pro Behave and psychologist Aanya Jai says, “Black Friday has never been a part of Indian shopping culture.” Still, it’s all over ads, social media, and online stores these days. This is because of globalization, digital marketing that works across borders, and the psychological complexity of global brands.
What used to feel like (and still feels like) a very American way to shop has turned into one of India’s biggest sales times of the year. No, it’s not just big names that are pushing it. Small shops in the neighborhood and online thrift stores are also joining in.
We now have a shopping holiday that doesn’t fit with our society or calendar. How did this happen? A mix of globalization, influences, and plain old fear of missing out (FOMO).
It all began with big names, and then the internet took over.
The foreign company is to blame because when they came to the Indian market, they brought their savings schedule with them. But what really sped up the trend was how people started talking about Black Friday deals on social media. People who didn’t know what Black Friday was all of a sudden knew it was “the biggest sale of the year.”
We’re constantly being slammed with ads, which is much worse than a store sign, says Ruchi Ruuh, a counselor in Delhi who also studies behavior patterns in great detail. “Your phone knows what you like.” The ads see what you’re interested in. They’re everywhere.
Black Friday is now a digital festival of persuasion, not like end-of-season sales or other older shopping events. Each tool shows a timer. Everyone with a lot of power says the deal is “crazy.” Every brand tells you that if you don’t buy now, you’ll miss out.
Yes, Indians really do love a good deal.
Indians have always been proud of a good deal, whether you call it economy (we don’t like that word because who doesn’t love a good deal?) or smart shopping. Black Friday, on the other hand, makes the whole thing more “international cool.”
She says, “It feels cooler than even the Diwali sale because it’s an international day and deal.” That is true. Black Friday is famous all over the world. It seems like you’re joining a group of shoppers around the world who are all clicking “Buy Now” at the same time.
FEAR makes things worse.
The fear of missing out (FOMO) is used in all sales these days, not just Black Friday. We have to believe that we should buy when everyone else is. Also, when your phone keeps showing messages like “Only for today”, “70% off until midnight”, and “Only 4 pieces left”, your brain thinks it’s now or never.
It works like this, says Ruuh: “If you only wanted one lotion, you’ll buy three or four because you think you’ll “lose” the deal.” It has everything to do with psychology. The whole point of Black Friday is to make you feel like you’ll miss out on something if you don’t act quickly.
When will Indians stop being so crazy about Black Friday?
Most likely not. Worry, fun, global culture, and psychological tricks have mixed together to make shopping feel like a sport.
Why Indians are suddenly crazy about Black Friday deals
But being aware of the psychological tricks behind the hype keeps you in check, so you can enjoy the deals without ending up with a credit card that’s maxed out.
