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Your 2026 D2C Calendar mapped day by day - Powered by real data from India’s biggest D2C shopping network
Your 2026 D2C Calendar mapped day by day - Powered by real data from India’s biggest D2C shopping network
Your 2026 D2C Calendar mapped day by day - Powered by real data from India’s biggest D2C shopping network
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Maximise Black Friday Sale Profits With GoKwik’s 200+ Discount Configurations
12 Mar 2026
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Suhag spearheads D2C growth strategies at GoKwik, focusing on e-commerce optimisation, conversion funnels, and sales enablement. Based in Bengaluru and an MICA alumnus, he excels in crafting GTM playbooks and marketing campaigns tailored for D2C brands.
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Table of Contents
- The Evolution Of The Black Friday Sale
- How Did India Adopt The Culture Of Black Friday Sale
- The Importance Of Discounts During Black Friday Sale
- Different Types Of Discounts To Offer During The Black Friday Sale 1. Reducing Price Discount
- 2. Prepaid Discount
- 3. Multiple Tier Prepaid Discount
- 4. Multiple Selling Price Discount
- 5. Quantity-based Dynamic Discounts
- 6. Free Gift Discount
- 7. Intent-based Discounts
- 8. Auto Surface And Auto-apply Discounts
Indians love sales and discounts. And, why not? They’re a perfect way to save some bucks on every order they place and feel like a savvy shopper. Be it the prolonged Indian festive season sales or the globally famous Black Friday & Cyber Monday sales, Indians just love buying stuff at discounted prices.
But what’s in store for the eCommerce brands offering such heavy discounts on almost every purchase during these massive once-a-year sales?
Shh… There’s a secret behind it!
Giving discounts to customers is one of the smartest and quickest ways to entice them into buying products from your site. Anytime you tell a shopper they can save money, you’ll surely get their attention.
From getting those fence sitters on your site to increasing sales, average order value, and customer retention, discounts serve as the perfect weapon every business must have in its arsenal.
In this blog, we’ll shed some light on
- What is Black Friday and how did The Black Friday Sale come into existence?
- The importance of offering discounts during the Black Friday & Cyber Monday Sale
- How GoKwik’s discounting feature can help eCommerce brands bag maximum conversions?
Let’s get started.
The Evolution Of The Black Friday Sale
Black Friday is the day after the U.S. Thanksgiving Day which is observed every year on the last Thursday of November.
While many stories are told around why the day was named ‘Black Friday,’ one such theory was that businesses across the United States operated at a financial loss until the day after Thanksgiving when people left their homes and began their holiday shopping spree.
To compensate for their losses, businesses and shop owners started offering best deals and heavy discounts to customers on a variety of products across various segments the following Friday.
And, to keep the momentum going, retailers extended their sale to the following Monday, however online. Hence, the day was named ‘Cyber Monday.’
The reason being, retailers understood that masses had to go back to the office the Monday after the Black Friday sale. However, to keep things going, they extended the offers and discounts via their eCommerce stores. This way, they not only increased their sales but pushed the masses to get the hang of online shopping as well.
According to a report, brands typically witness up to 240% and 380% increase in their revenue during the Black Friday and Cyber Monday sale respectively.
How Did India Adopt The Culture Of Black Friday Sale
The success of the Black Friday sale was enough for many countries including India to adopt. For Indian retailers, Black Friday along with Cyber Monday sales have turned into an additional means to add to the Diwali sale numbers, especially to get the sales momentum going in the not-so-eventful month of November.
Shoppers who missed the Diwali festive season frenzy, can make the most of this window to open their purses and buy their wishlisted items at discounted prices.
According to Black-Friday.Global,
- India witnessed an 828% increase in sales during the 2018 Black Friday sale compared to an ordinary day.
- The average Black Friday discounts in India have slightly increased – from 46% in 2017 to 48% in 2018.
- An average Indian spends about INT 4500/- during the Black Friday sales in lieu of availing heavy discounts.
The Importance Of Discounts During Black Friday Sale
When it comes to shopping, Indian customers come with a very different mindset. They not only seek value for money but are more price sensitive and love saving money on every deal they make. Be it buying as simple as a pair of slippers to home appliances, they look for deals and discounts that help them save money.
Therefore, embedding a discounting engine on your eCommerce website, especially in today’s day and age, has almost become mandatory.
Deals and discounts,
- Increase a customer’s level of happiness
- Better’s their relationship with a brand
- Gives them an option to buy their wishlisted items at a cheaper price
- Adds to their level of excitement during shopping
- Makes them feel smart and budgeted, and
- Converts them into brand loyalists
From a brand perspective, this is how offering deals and discounts helps them scale.
- Drive additional traffic to the website
- Help attract prospects and convert those fence-sitters into paying customers
- Helps increase, Conversions
- Average order value
- Repeat Purchases
- Customer LTV
Engage existing customers and compel them to convert into loyal shoppers
Help boost brand reputation and build a base for future sales activities
Add to a customer’s satisfaction and improve their overall buying journey
However, as a brand, it’s important to understand that offering deals and discounts must be done smartly so that it doesn’t hurt your bottom lines.
9 Types Of Discounts To Offer During The Black Friday Sale
Consider discounts as ‘The Man Of Many Faces.’ There’s so much you can do and so many types of discounts that you can create to lure your audience base and get them to make that purchase.
But, let’s face it. There’s no one-size-fits-all. Every business runs on a different strategy and hence, must decide which types of discounts would best benefit them during such hyped sale periods.
GoKwik understands this and brings on the best-in-class and most advanced discount engines on the market today. Our feature enables you to optimise your business cash burn and increase conversion rate by offering a variety of discounts to your target audience.
To give you an example, Gokwik’s dynamic incentivisation feature enables you to offer multiple percentages of discounts depending on a customer’s profile and their propensity to prepay.
GoKwik’s discounting module offers 200+ discount configurations giving you the necessary flexibility you need to choose the best discount options that can help you maximise your revenue and at the same time, reduce cashburn.
Let’s take a look at some of GoKwik’s discount configurations.
1. Reducing Price Discount
This is the most common or standard form of discount that you can embed and/or offer to customers. Simply reduce the cost of the product based on a set percentage. For instance, flat 10% off on the first purchase, or 20% off on all orders.
2. Prepaid Discount
Offer a percentage discount to customers who make payments via digital payment mode. This helps increase the propensity of prepaid orders and decreases the chances of CODs and thereafter causing return of orders or cancellations before delivery, otherwise called return-to-origins (RTOs).
To give you an example, here’s what a prepaid discount would look like.
- Get a 5% discount on orders up to INR 999/- on UPI payment
- Get a 10% discount on all orders paid via UPI
3. Multiple Tier Prepaid Discount
Similar to its counterpart, with this discount you can offer concessions at multiple tiers. For example, give a 5% discount on orders up to INR 999/- on paying via UPI and subsequently, provide a 10% discount on orders above INR 1000/- on UPI payment. This is another excellent way to reduce RTOs and tedious cash-led payment cycles.
4. Multiple Selling Price Discount
This means you have the leverage to set your own product price-point and offer discounts accordingly. For instance, even if you offer a 20% discount on a particular product, you can set the price of the item in a manner that you do not end up in loss. In other words, the discounting feature allows you to maintain the per-unit profitability mark and prevent fraud.
Original Product Price = INR 1000/-
Marked Product Price = INR 1250/-
Discount Offered = 20%. Of Marked Price
= (20% of INR 1250)
= INR {1250 × (20/100)}
= INR 250/-
Selling Price = (Original Product Price) – (Discount)
= INR (1250 – 250)
= INR 1000/-
Hence, the selling price of the product is INR 1000/-
5. Quantity-based Dynamic Discounts
This discounting feature is most effective in increasing average order value and overall profit margins. For instance, the more items a customer adds to their cart, the more discount they get. Meanwhile, other examples could be, “Buy 1, Get 10% off,” “Buy 2, Get 20% off,” etc. You can easily map dynamic discounting with a single coupon code on GoKwik Checkout.
6. Free Gift Discount
With this feature, you can offer gifts to customers above a certain cart value. For instance, give them a free body lotion on a cart value above INR 799/- or a complementary perfume on a cart value above INR 999/-. This again helps increase average order value and profit margins.
7. Intent-based Discounts
Powered by machine learning, this discounting type enables you to embed intent-based discounts on your site. For instance, if a person shows high intent of buying a product, then machine learning will study their purchasing behaviour and craft a discount which will suit the customer and ensure a conversion.
The discounting form ideally works on constrained optimisation logic to maximise conversion rate while minimising your business cash burn.
8. Auto Surface And Auto-apply Discounts
As the name suggests, auto-apply discounts are the ones that are automatically applied to a shopper’s order, if they meet a certain order criteria. These discounts are not only compelling for shoppers as they do not need to find, remember or apply the code at the time of checkout. They also help improve conversions by 1.5x.
Go The Extra Mile – Offer Discounts Beyond Checkout
Besides the above-mentioned forms of discounts, go the extra mile and offer discounts beyond checkout to stop further leakages.
9. Cash-to-prepaid Discount
Considering that a large part of shoppers pay via a prepaid option in lieu of the additional discount that you just offered, many would still be hell-bent to place COD orders.
Give them another chance to avail the extra discounts.
A. Offer Discounts on the Order Confirmation/Thank You page
Once a shopper successfully places a COD order and is redirected to the Order Confirmation/Thank You page, you can use GoKwik’s Cash-to-prepaid Discount feature to lure them one last time. Give these sceptical customers another chance to avail additional discount by paying via a digital payment mode and save those extra bucks.
Offer Discounts At The Order Confirmation/Thank You Page
B. Offer Discounts During COD Order Confirmation
If you’re using WhatsApp as a channel to confirm COD order placement, you can leverage it to convert these COD orders into prepaid ones as well.
Here’s how.
C. Offer Discounts To Recover Abandoned Carts Via Whatsapp
Many times shoppers abandon their carts due to numerous reasons. GoKwik gives you the leverage to offer discounts to customers who abandon carts midway through the checkout process.
Make The Most Of This Black Friday Sale
Many people claim discounts to be a source of profit leakage. The truth is, they’re an excellent way to drive new customer acquisition and increase average order value, brand loyalty, conversions, and overall business value. You just need to understand the basic concept and voila, it’s done. Leverage as much as you can.
If you’re still sceptical about how to add discounts on your site to maximise your Black Friday Sale and want to learn more, get in touch with our experts here at GoKwik. Our team will help you craft the right discounting strategy for your brand and work on improving business metrics.
What discounts to expect on Black Friday?
On Black Friday, discounts can be light on top-selling items and deeper on older stock. Expect limited-time deals, coupon codes, bundles, bank offers, and free shipping. The biggest cuts are often on fashion, accessories, beauty, and home items. Compare prices early and set a budget so you don’t overspend.
What is the discount on Black Friday?
There isn’t one fixed Black Friday discount; brands choose offers based on margins and stock. Merchants typically offer 10–20% on popular gadgets and 30–60% on apparel. To maximize the impact of your Black Friday discounts, consider adding extra perks like cashback or freebies to increase the average order value at checkout.
Is there Black Friday in France?
Yes, Black Friday happens in France. Many French and global retailers run deals around the last Friday of November and the following weekend, both online and in stores. Some brands also promote alternatives like “French Days,” but shoppers still look for Black Friday offers on tech, fashion, and home goods.
How much discount is given on Black Friday?
The scale of Black Friday discounts varies by category and brand inventory levels. While clearance products may drop heavily, the most successful brands use a tiered approach to protect margins. Watching early sales data and stacking coupons where allowed helps brands stay competitive while offering significant discounts.
What is the significance of Black Friday in e-commerce?
Black Friday is a critical event that drives a massive surge in traffic and sales. It allows brands to acquire new customers at scale and move inventory quickly. Offering strategic Black Friday discounts is the most effective way to boost revenue and test which product bundles convert best before the holiday season ends.
What is the marketing strategy for Black Friday?
A strong strategy starts with planning inventory and creating fast-loading landing pages specifically for your Black Friday discounts. Use email, SMS, and retargeting with clear deadlines. To ensure these discounts actually convert into sales, reduce drop-offs with a one-click checkout and smooth COD/prepaid flows.
AUTHOR
Suhag Vamja
Head of Product Marketing @ GoKwik
