Nykaas Pink Friday Sale Wins Most Orders From Tier 2 & 3 Cities On Day 1

New Delhi:

Online fashion retailer Nykaa said today that its annual ‘Pink Friday’ beauty sale received 8 lakh orders on its first day, a 40% growth on last year.

Purchases of makeup, skincare and haircare products were up 14x, 12x and 9x respectively compared to normal days, Nykaa said in a statement.

Shoppers in Tier 2 and Tier 3 cities collectively accounted for 57% of purchases on Day 1 of Pink Friday.

There were over 10 million visits, a 37% growth from last year’s Pink Friday.

“Besides metros, the highest orders came from Lucknow, Chandigarh, Ghaziabad, Jaipur, Guwahati and Jammu,” the statement said.

Nykaa’s curations and interactive experiences such as “Watch and Buy” have generated strong engagement, a spokesperson said.

The sale, in the midst of the current wedding season, saw luxury brands and makeup items selected at a “significantly higher rate than on sale days”, the spokesperson added.

Pink Friday sales continue through November 28 on its website, app, and Nykaa stores.

FSN E-commerce shares, which have recently been the subject of investor fury, were trading up more than 3% today at Rs 176.25 on intraday BSE.