The first ever Black Friday in Pakistan was held last year on the last Friday of November, 2015. Though it was a global trend but it brought new innovation for Pakistan. Daraz.pk executed the greatest shopping frenzy of the year providing customer mind blowing discounts on branded products.
Black Friday 2015 recorded the highest sale of the year and created history for the best sales record. With 1.5 million visiting customers and getting 55% more orders than regular, Daraz.pk made a new record.
The first ever Black Friday frenzy was held at midnight that attracted a million of people to witness what the discount was offering. Customers were able to avail a discount of Rs 132 million rupees. On Black Friday, Daraz.pk sold the highest number of household tech and gaming consoles than ever.
Online shopping store made sure that everyone got a chance to grab what they want from this sea of products.
For the first time ever, top list household products brands like Kenwood, Dawlance and Westpoint sponsored Daraz. As a result, the online store made extraordinary sales by selling thousands of their products which never seen in the offline market even.
Last year on Black Friday, fashion items and smartphones were the main focus of the customers:
50% discount was put on Lumia and subsequently Microsoft phones were sold higher than any other retailer in the offline market. The sales of two months in one day on fashion items were also made possible by Daraz. It sold more than 15% watches and sunglasses of top brands. It offered more than 50% off on brands like Victorinox, Fossil, Guess and Rolex
Women were also provided the opportunity to shop their heart’s content:
1. Hobo by Hub sold 675 times more bags than normal
2. Bata sold 100 times more shoes than they sale in a normal day
3. Makeup revolution made sales of 3 months in one day on cosmetics
Men were not behind either as they piled up shoes for the whole year. 3 months’ worth men shoes were sold in one day.
IPhone 6S was the best deal with 30% discount offered just few months after its release that attracted a lot of customers.
Co-CEO of Daraz Group, Bjarke Mikkelsen stated:
“Last year we brought Black Friday to all our customers in Pakistan with incredible deals and created a landmark in the retail space for all our partners! This time round, we are working with an even bigger number of partners including FMCGs, fashion brands and banks offering additional discounts, more payment options and the biggest assortment”
One third of bills paid through e-payment
Easypay discount option brought an interesting change in the consumer behavior. One third of the bills were paid by debit/credit cards that indicated trust in the company.
Head of Strategy and Payments, Easypaisa – Telenor Pakistan, Omar Moeen Malik said:
“We are very happy to have partnered with Daraz for Black Friday 2015 – together we moved the boundaries of ecommerce and financial inclusion in Pakistan. Working with the young, smart and dynamic team was an absolute pleasure, and together we were able to achieve things that neither of us could do individually. At Easypay we are looking forward to many more partnerships with our friends at Daraz”
An interesting change was also seen in usage of mobile app. 25% of the customers used Daraz app to visit the website.
After this shopping frenzy, many other e-commerce websites as well as retailers got addicted to this innovative fever. Subsequently, they started hosting their own mini Black Friday deals.
Co-CEO Daraz Group, Jonathan Doerr while speaking about Black Friday commented:
“Black Friday was super successful last year with Daraz creating history with the biggest range of products and discounts upto 70%. Once again we will sweep you off your feet with unbelievable discounts from leading brands – so mark your calendars for November 25th and download the Daraz app today to get the best deals before everyone else”
Daraz made history as it broke the record of the highest sales in one day of e-commerce in Pakistan. It also smashed the record of selling highest number of mobile phones and household products in one day. Surprisingly, it also shattered the record bringing smile to the people who won the deals and record for the highest e-payment made.
Winning the hearts of Pakistanis last year, Daraz will be opening again with Black Friday 2016 providing the best discount offers on famous branded products and promising a great money saving opportunity and an amazing event this year.