As India gears up for the annual season of festivities, customers are enthusiastic about festive shopping this year, reveals a study conducted by Ipsos Research, commissioned by Amazon India. Among the respondents surveyed, 89% expressed their excitement for the upcoming festivities, with 71% indicating their intent to shop online this festive season.
Reflecting a surge in consumer confidence and willingness to shop, nearly 50% of respondents who intend to shop online, stated they would spend more on online festive shopping compared to last year. This trend cuts across metros (55%) and tier-2 cities (43% in cities with 10-40 lakh population).
“The essence of India’s festival season is deeply rooted in traditions, cultures, and the emotions they evoke. The months leading up to the festivities are significant as many major shopping explorations and purchase decisions occur during this time. This period also presents an opportunity for us to delight customers with a vast selection, great value coupled with a highly trusted and seamless shopping experience which reflects evolving customer preferences,” said Saurabh Srivastava, Vice President – Categories, Amazon India.
“The festive season in India is always a time of great excitement and anticipation, and this year is no different. Our recent survey reveals that a significant majority of urban Indians are eagerly looking forward to festive shopping,” said Amit Adarkar, Country Manager of Ipsos India.
“This positive sentiment presents a golden opportunity for brands and marketers to connect with consumers and create compelling campaigns and offers that resonate with the festive spirit.”
Key Findings of the Report
Overall on customer sentiment towards online shopping events, convenience emerges as a major driver, with 76% appreciating the ability to shop remotely anytime, anywhere.
Speedy delivery at scale (74%), trusting online shopping events to provide genuine/original products (75%), and affordable payment options like no-cost EMI (75%) are some other key factors that make customers shop online during the festive season.
Consumers Explore Trendy Festive Fashion (Har Pal Fashionable)
For customers looking to buy trendy fashion during online sale events, the report claims Amazon emerges as the preferred online shopping marketplace for consumers across Apparel, Footwear & Fashion Accessories (35%) and Beauty (34%) this festive season with the nearest next at 27% & 29% respectively.
The festive spirit extends to fashion, with 83% finding good deals on clothing, footwear and accessories. 73% agreed that online sale events during the festive season offer everything needed for festivities for clothing, footwear and other fashion products.
Gen-Z takes the lead with 86% with the intent to purchase apparel, footwear and fashion accessories, online. While 82% agreed online festive sale events offer attractive discounts and even for luxury beauty brands
Consumers Trust Online Grocery Shopping (Nahi Toh Mehnga Padega)
Online shopping events during the festive season have become a trusted source for grocery shopping. 74% of consumers mentioned that the wide range of products and brands was a key factor for them to trust online shopping during the festive season.
Quality assurance was also a priority, with 72% of respondents believing in the reliability of online grocery purchases. Notably, 71% appreciated online grocery shopping owing to the convenience of flexible delivery slots and time-saving processes.
What’s on Tech Savvy India’s Shopping List
Electronic items continue to be a major focus during the festive season, with 1 in 3 respondents, waiting for these events for their purchases. Moreover, 69% expressed their trust in online shopping events to purchase electronic items.
Customers prefer buying electronic products like TVs, Laptops, Tablets, PCs, Computer Accessories from a place they trust.
Mid-range smartphones in the Rs. 10001-Rs. 30000 draw interest with almost 80% of respondents willing to purchase a mobile in this price band during festive online shopping events.
Furthermore, 74% of respondents appreciate the access to new brands and product launches for large appliances during the festive season. Notably, 30% stated that they wish to buy home décor products in these online events during festive season.
UPI Continue Digital Payment Adoption (Pay Karne Ka Smarter Way)
Digital payment methods are on the rise, with 64% of consumers choosing UPI for online festive shopping. In addition, 82% indicated that their favoured digital payment method for earning rewards and cashback is UPI, especially during the festive season.
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