Pakistani e-commerce giants rebranded their massive Black Friday campaigns to ‘Blessed Friday’ and other variants including ‘White Friday’ and ‘Gold Friday’ etc following backlash for referring to ‘sacred’ Friday as ‘black’. Daraz hasn’t responded to Daily Times’ request for comment by the time of publishing this video but said this in a press release available on their website: Having now established this international phenomenon as a staple of the commercial calendar in Pakistan, the time has come to give the event an identity of its own. From midnight tonight, as Daraz starts the main sale, the biggest shopping event of the year shall from here-on be known as the BIG FRIDAY sale. Daily Times contacted Yayvo.com for comment and this is what they said: Yayvo.com is a homegrown eCommerce startup, and our focus has always been to be local, yet diverse. With this event, the idea behind changing the name was to cater to the masses. Every shopping event that Yayvo.com has had, be it the Pakistan Tech Sale, Shopping Day or Black Friday, we want to ensure that the event is a celebration rather than a source of contention. Therefore, we decided to change the event name.