The festive season is fast approaching and Indians are excited to up their online spending on everything ranging from electronics and groceries to fashion & beauty products.
According to an Ipsos study commissioned by Amazon India, there is an upswing in consumer enthusiasm for shopping—nearly 9 in 10 survey respondents* are excited to shop during the festive season with 7 in 10 looking forward to shop online. While 73% view Amazon.in as a reliable and trustworthy destination for online shopping, 75% prefer it for a wide selection of products. Further, 72% of survey respondents perceived that sellers on Amazon.in provide attractive deals.
Reflecting a surge in consumer confidence and willingness to shop, over half of the survey participants (who intend to shop online) stated they would spend more on festive shopping this year as compared to 2023. This trend cuts across metros (55%) and tier-2 cities (43% in cities with a population of 10-40 lakh).
Delighting customers with a vast selection, great value and seamless shopping
Convenience is a major driver for shoppers, with 76% of them appreciating the ability to shop remotely anywhere at any time. Speedy delivery (74%), the trust in online shopping events to provide genuine products (75%), and affordable payment options like no-cost EMIs (75%) are some key factors that draw shoppers during the festive season.
In India, Amazon Prime now delivers more than 10 lakh items same-day and more than 40 lakh items next-day, while strengthening its commitment towards more sustainable deliveries. So far in 2024, nearly 50% of all Prime member orders in India across a wide selection of products have arrived the next-day, same-day, or faster.
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 vast selection, great value coupled with highly trusted and seamless shopping experience which reflects evolving customer preferences. We continue to remain grateful to our customers and are humbled by the trust they place in us,” says Srivastava.
Amit Adarkar, Country Manager, Ipsos India, says, "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."
"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," adds Adarkar.
What’s on tech savvy India’s shopping list?**
- Customers prefer buying electronic products from a place they trust and as per the study more than half of the respondents indicated Amazon as their preferred online shopping destination for buying consumer electronic products like TV, laptops, tablets, PCs, and computer accessories.
- Electronic items continue to be a major focus during 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.
- Nearly 80% respondents are willing to buy mid-range smartphones in the ₹10,000-30,000 price band during festive online shopping events.
- 74% consumers appreciate the access to new brand and product launches for large appliances during the festive season.
Festive fashion for all**
- For customers looking to shop online during sale events, Amazon.in is the preferred online shopping marketplace for consumers across apparel, footwear and fashion accessories (35%) and beauty (34%).
- The nearest next preferred online choice was 27% and 29% respectively.
- The festive spirit extends to fashion, with 83% finding good deals on clothing, footwear and accessories.
- 73% agree that online sale events during the festive season offers everything required for festivities— clothing, footwear and other fashion products.
- Gen-Z takes the lead with 86% intending to shop online for these categories.
- 82% consumers agreed online festive sale events offer attractive discounts even for luxury beauty brands.
Hassle-free online grocery shopping**
- 35% consumers stated that Amazon.in is their preferred online shopping app during the festive season.
- 74% consumers mentioned that the wide range of products and brands was a key factor for them to trust online shopping during the festive season.
- 72% respondents believe in the reliability of online grocery purchases.
- 71% appreciated online grocery shopping owing to the convenience of flexible delivery slots and time saving process.
UPI: a smart way to pay**
- Digital payment methods are on the rise, with 64% consumers choosing to pay with UPI for online festive shopping.
- 82% consumers indicated that they favoured digital payments like UPI to earn rewards and cashback.
*Source: All data is based on the study conducted by Ipsos Research Private Limited, commissioned by Amazon India. The study was conducted in India with over 7263 respondents, across 35 centres Delhi NCR, Allahabad, Lucknow, Mathura UA, Muradabad, Etawah, Jalandhar, Jaipur, Udaipur UA, Kolkata, Durgapur UA, Malda, Guwahati, Muzaffarpur, Mumbai UA, Pune, Nagpur, Kolhapur, Jalna (M Cl), Ahmednagar, Ahmedabad, Vadodara, Ujjain, Hyderabad, Vijayawada, Guntur UA, Anantapur UA, Bangalore, Gulbarga UA, Bellary, Chennai, Coimbatore, Vellore UA, Tirunelveli, Kochi; during the period July 2024 to August 2024.
**Base for categories: Fashion 2505, Beauty 2443, Grocery 1505, Electronics 2472, Mobile 2430, Large Appliance 2356, Home & Kitchen 2320. Gen Z defined as 18-25 years old.
