Myntra’s Big Fashion Festival (BFF) saw demand run four times its normal level in the first 24 hours of the sale, the fashion e-commerce company said, with shoppers from Tier 2 and 3 cities placing more than half of all orders.
The sale began on October 8. Myntra said Jaipur, Lucknow, Patna, Indore, Ludhiana, Surat, Dehradun, Bhubaneswar and Mysuru were among the strongest-performing cities.
Demand from eastern India rose sevenfold over normal levels as shoppers stocked up ahead of Durga Puja, the company said. West Bengal, Assam and Bihar drove much of the growth, and new customers from these regions grew 1.8 times. Ethnic wear, casual wear, beauty essentials and sportswear were the top categories.
At peak, the platform handled nearly 1 million concurrent sessions. More than 1.25 million customers paid for VIP tickets that gave them early access to the sale.
In the first hour after midnight, Myntra said, customers ordered 800 T-shirts, 500 pairs of shoes and 500 kurtas and kurta sets every minute. Men’s T-shirts, jeans, kurtas, sneakers, women’s tops and dresses sold best, along with perfumes, lipsticks and watches.
The company also reported a shift toward premium products. Shoppers traded up, pushing the average order value above that of last year’s opening day. Brands including Levi’s, H&M, Tommy Hilfiger, Michael Kors, Calvin Klein, Adidas Originals, Nike, Birkenstock, Victoria’s Secret, Laneige and GUESS were among the day’s popular names. Among occasion-wear labels, Jompers, Aurelia, Diwas by Manyavar, House of Pataudi, Souragya, KISAH and Libas stood out.
Orders on M-Now, Myntra’s speed-delivery service, doubled on the first day. Brands such as MANGO, USPA, Puma, Van Heusen, ASICS, Minimalist, Zouk, Titan, Timex and L’Oréal were popular on the service.
This year’s edition features more than 8 million styles. Myntra did not disclose absolute order numbers or sales figures.
