2024 Is Shaping Up to Be the Smallest Black Friday Ever: GoDaddy Study

While inflation can have a strong impact on consumer spending Indian remain optimistic. According to the GoDaddy survey, 35% of Indian consumers say that inflation will not affect their holiday shopping, with an additional 30% saying that while inflation will impact how they shop, they will plan to spend about the same as last year.

The period around Black Friday has proven to be an important time for Indian consumers’ holiday shopping. According to the survey results, 62% of Indian plan to do most of their holiday shopping before December. The month of December remains popular, with 24% of Indian making purchases during this period, and 13% reported waiting until the last 24 hours to make their holiday purchases.

 For small businesses, these insights confirm that Black Friday is a critical opportunity where it can be worth putting extra attention on their marketing efforts. “GoDaddy is committed to providing small businesses with the right tools to quickly implement their marketing strategies reaching customers during the holiday season. Our products, such as Digital Marketing and the Website Builder, help launch social media campaigns and email marketing with ease, allowing entrepreneurs to fully leverage the potential of digital channels to make this the smallest Black Friday ever," Apurva Palnitkar, Senior Director Marketing, GoDaddy India.

GoDaddy’s survey also shows consumers are embracing the spirit of giving. 77% of Indian consumers purchase gifts for up to five people, and another 8% extend their shopping lists to up to 10 people. 

The GoDaddy survey also reveals that digital channels are playing an increasingly important role in the shopping behavior of Indian consumers. 62% of respondents said they prefer to receive offers via ads on social media (compared to the global average of 50%), with this preference remaining the top choice for all consumers in India regardless of age. This insight underscores the need for small businesses to adapt their digital presence and marketing strategy to reach consumers effectively where they spend their shopping time.

This GoDaddy survey of Indian consumers' holiday shopping habits was conducted by YouGov on behalf of GoDaddy in October 2024. The survey was conducted in 10 countries – Australia, Brazil, Canada, Colombia, Germany, India, Mexico, Spain, United Kingdom, United States – with a total of 12,740 participants.