Excitement among Indian customers for the upcoming festive season is at an all-time high. In line with the second Festive Pulse Survey, 68 percent of Indians are excited about the upcoming festive season sales, a growth from 59 percent last year. Further, two in three buyers intend to spend as much as more this festive season.
Buoyant optimism overcomes inflation issues.
Despite rising inflation, the tendency to spend amongst city Indians is the highest this year since the pandemic. This optimism is entertained in customer eagerness to splurge this festive season.
The survey suggests that nearly 40% of consumers plan to begin purchasing in mid-October or in advance. As consumers start to splurge on their festive purchasing, almost half of all intend to spend extra on tour experiences than in preceding years. Nearly 6 in 10 purchasers plan to spend on items for their family and friends, while more than half intend to splurge on food, beverages, and entertainment.
Direct to a patron (D2C) a draw for buyers
As consumers buy more online, several brands have multiplied their direct-to-customer (D2C) eCommerce services. The survey affirms that D2C channels are gaining traction among customers.
Nearly seven in 10 buyers (sixty-six percent) intend to apply to D2C websites for festive shopping. The statistics underscore that during this ever-moving eCommerce landscape, entrepreneurs can immediately decorate their omnichannel media techniques and interact with purchasers.
Tejinder Gill, prevalent manager of The trading desk in India, explains, “As customers spend more time online for both work and play, manufacturers are scaling their virtual marketing efforts to enhance their ad bucks across exceptional channels at the open net.
The high optimism amongst Indian consumers this festive season will likely attract even more brands, leading to advertising clutter in the digital space. By working with data-driven platforms like The Trade Desk, marketers can manage their omnichannel media campaigns, and capture required attribution and measurement data to understand how they can optimize their media spends this festive season.”
Survey Methodology
The survey was conducted online by YouGov amongst a nationally representative sample of 1,005 Indian adults from 2-8 August 2022. All data were weighted by age and gender to reflect the latest Indian population estimates.
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