Thursday, November 5, 2020

How people are shopping this festive season | Industry Report - Affle India

Key Highlights of the Report 

  • Flipkart Big Billion Sale and Amazon Great Indian Festival have become synonymous with Festive Shopping
  • Continued rise in festive shoppers due to attractive online offers and convenience of delivery 
  • Majority of the shoppers from Tier 1 and Tier 2 cities (close to 45-50 mn shoppers as on FY 20); Habit and Ease of digital payments
  • Between November 2019 - June 2020 major buying was for essential items, rest picked up post the lockdown easing
  • Myntra received 4 mn orders between June 19 - 23 
  • Most popular shopping categories - top 4 contenders - Apparel & Fashion , Home Appliances , WFH Products and Home Furniture 
  • % of low to medium festive spenders remains the same; high budget spenders > 1 Lac will see a reduction 
  • Purchasing pattern has changed due to the pandemic - High intent consumers are shifting to digital 
  • Emergence of direct to consumer brands i.e Wow Skin Science; Wakefit; MyGlamm; MamEarth

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