With India’s ongoing festival season in full swing, the marketplace of both online and physical stores sees a huge consumer demand. Taking full benefit of discounts and variety customers will be looking to make the most of festive shopping deals. The festive season which begins with Ganesh Chaturthi and Onam in September continues into the harvest festivals of Makar Sankranti, Pongal, Bihu, and concludes with Holi and Vaisakhi in March.
Marketers have a prime six-month window, marked by peaks and occasional lulls, to engage consumers as they plan their festive purchases. A report by Aroscop Ask1, a consumer insights platform, reveals that consumers will be making the most of the festive season across 5 key categories of purchases, namely, Smartphones, Apparel & Footwear, Automobiles, Jewelleries, and consumer durable goods.
How do the consumers plan to dive into these purchases? Let’s explore:
Smartphones: Every Festive Essential
Most shoppers wait for the season of festive deals to grab the latest or discounted version of the smartphone that they have been planning to buy for quite some time. For a good chunk of consumers, 32 per cent, this year’s Diwali bonus or post-harvest savings are earmarked for a new smartphone. But if you think everyone’s after the same model, think again.
That data reveals that North and East India are split right down the middle between Android and iOS, while folks in the West and South lean toward Android’s flexibility. It seems the Southern region in particular has a tech-savvy crowd who cares about processors and screen sizes, not just fancy colors and camera counts.
And while urban dwellers are no strangers to online shopping, rural consumers are increasingly logging on, with 64 per cent of rural respondents planning to buy their smartphones online.
However, not everyone is about the top-tier flagships - about half the respondents (50 per cent) want a solid device in the Rs 10,000-20,000 range, with many looking for discounts to score the best deal. In the North, the seekers of deals and discounts are eagerly waiting, with 44 per cent saying they will pounce on the best deal they can find this season.
Which is the most preferred platform? When it comes to choosing where to buy, Amazon and Flipkart are in close competition, although Flipkart has a rural edge and Amazon shines in the West.
Festive Makeover With ‘Apparel and Footwear’
Closely attached to the traditional fit check of festive vibes, clothes have a way of defining every Indian festival. From family portraits to Instagram selfies, everyone’s keen to look their best, and this it shows: the data reveals that around 83 per cent of people have their eyes on new outfits and shoes.
North and South India lead the charge in apparel and footwear shopping, with a surprising 91 per cent of rural shoppers also keen to revamp their wardrobes for the season, even outpacing their urban counterparts.
Shopping centers are split between online and offline, with regions taking sides. While North and East India are drawn to online options, the South and West prefer the tactile experience of offline shopping. Myntra won the survey round as the top choice for those going online, particularly in the West where 67 per cent have their carts ready to fill this festive season.
Automobile Drive, Drives The Festive Shoppers!
Two-Wheeler Purchases: The festive season often brings with it some big-ticket purchases, and for one in three people that means a two-wheeler. For some, it is the ease and convenience of scooters, while others particularly in the North and East, are looking toward electric bikes as the eco-friendly choice. South India is particularly scooter friendly with 62 per cent eyeing these zippy vehicles, perfect for narrow lanes and city commutes.
Electric bikes are more popular among urbanites, who seem to appreciate the greener alternative. The data shows that brand loyalty is a factor in two-wheeler purchases, especially in North and East India where people often know exactly which make and model they want even before they start shopping.
Four-Wheeler Purchases: In urban areas, where road space is often congested, the compact car or hatchback is the driver’s premium (read convenient) choice. This year, slightly over a quarter of respondents plan to buy a four-wheeler, with urban respondents showing more intent than their rural counterparts. Compact and hatchback models top the wishlist, especially in the West and South, where 60 per cent and 63 per cent, respectively, say they will opt for a small car that is nimble enough for busy streets.
Also, while most shoppers lean toward petrol vehicles, the North has a growing openness to electric and hybrid models with 31 per cent considering these models. Perhaps this hints at a shifting perspective towards sustainable choices.
No Festival Complete Without Jewelry Purchases
What is a festival without a touch of gold? As is usual, jewelry remains a top choice for consumers with 28 per cent planning to buy new pieces. While the urban crowd has a slightly stronger inclination toward jewelry shopping, the rural segment is not far behind. Gold leads as the favourite but diamonds are carving out a niche for themselves, especially in the North and East.
Buying Within Budget: The report notes that people have a fondness for shopping jewelry at local, non-branded stores. Around 61 per cent of prospective buyers say they would buy their jewelry from a trusted local jeweler. The majority of shoppers (42 per cent) are planning to stay under Rs 10,000 though the North shows a willingness to spend a bit more, with 32 per cent willing to go as high as Rs 50,000.
Consumer Durable Goods
Around 50 per cent of festive shoppers choose the brand as a top factor influencing their home appliance purchases. Following this, 21 per cent think ‘customer reviews’ are the second most important factor before they make their purchases this festive season.
30 per cent of the respondents buying consumer electronics say “Deals and Discounts” are the primary factors impacting the buying decision. With little expertise on the goods, 65 per cent of the probable buyers of home appliances from rural areas rely on brands to guide their purchase.
This season, India’s shoppers are blending tradition with practicality, balancing a preference for trusted brands with a love for local markets and weighing the convenience of online shopping with the joys of in-store browsing.
