Decoding the great Indian festive sales across e-commerce platforms

With the festive season on full swing across the country, marketers are optimistic about bumper growth this year. In a report released earlier this month, Redseer had predicted the festive sales to grow to $5.9 billion this year during festive Week 1 and $11.8 billion GMV during the whole festive month. It added that this festive season will see a stronger platform-seller partnership. Sellers are largely satisfied with the support on planning and management extended by the e-commerce platforms leading up to the festive period. 

For a few years now, e-commerce has become as important for brands and marketers as traditional offline retail and shopping malls during the festive season. For some years now, every e-commerce platform has been coming up with sale periods during which deep discounts, freebees, special offers, etc., are offered to consumers.

The pandemic period had brought about a massive transition to online buying due to Covid restrictions. Even as these restrictions were lifted, consumers have continued with the e-commerce platforms, having experienced the convenience, vast offers and quick after sales redressal available. Different online payment modes have also assured the consumers about the safety of the system.

According to Redseer's recent survey, 83% of the respondents surveyed indicated willingness to buy this festive season. This year, brands are embarking on giving out a message of optimisim and hope for the consumers. The positive sentiments are driven by demand for consumer electronics and large appliances, automobiles, retail, FMCG, fashion, mobile phones, among other sectors, which are expected to increase their advertising budgets by 10-15% for the festive season this year.

LG Electronics has stated that it will increase its marketing budget by more than 15% compared to last year to realise the dormant demand of the consumers. The recovery in demand will also help to pace up the slow growing GDP of the nation as the consumers shop more backed by a festival induced demand.

The festive season, which starts from Ganesh Chaturthi lasting till Diwali, amounts to around 30-35% annual sales for most consumer brands in India. Consumers continue to follow a hybrid mode of shopping experience, with a mix of both the worlds of online and offline shopping. The pandemic restrictions had compelled many people to take the online route and hence, they may find it more convenient. However, with the plethora of special offers, mega discounts that the e-commerce platforms offer during the festive season, online is the way to go for the consumers. As the country recovers from the dark times of families facing death of their loved ones, advertising reflects that state of mind as well along with hope for the future. The festive period is also witnessing a considerable amount of revenge shopping happening.

The largest e-commerce site in India, Amazon, has announced the start of its Amazon Great Indian Festival Sale 2022 with effect from September 23. As part of the sale, it is offering great offers and discounts on tablets, smartphones, laptops, electronics, gadgets, home appliances, fashion and other categories. Amazon also provides no cost EMI offers, exchange offers, cashback offers, and many other offers. Amazon has also partnered with SBI to offer 10% instant festive discount on the purchases which are made during the sale period. There is around 70% discount on home and kitchen category, nearly 40% discount on smartphones and bigger discounts on iphones.

The new products launched during the sale period include Xiaomi Redmi 11 Prime 5G, Samsung Buds 2 Pro, OnePlus Nord, Samsung Galaxy Fold 4 and others. The customers will also get a chance to win up to Rs 7,500 as rewards by shopping on the platform and engaging in other activities such as paying bills. Amazon has launched a campaign, ‘Find Life’, showcasing the journey of customers who were able to enjoy life a bit more and express their emotions with Amazon products. The aim of this campaign is to highlight the fact that a product is more than a commodity as it is a means to an expression and that there are human stories behind every product.

Meesho, which allows people to earn by becoming resellers on its platform, is offering up to 80% off as part of its Mega Blockbuster Sale from September 23 to 27. There are offers on apparel, home, electronics, beauty products. Earlier in July, consumers could avail of up to 70% off on products as part of Meesho’s Maha Indian Savings Sale. In September, there is the Meesho Maha Indian Drop Sale on personal care, footwear, beauty products, etc. Continuing with the festive drive, Meesho will hold the Maha Indian Shopping League in October on beauty, electronics, fashion products, followed by the Meesho Diwali sale in October-November, wherein it will have attractive offers on jewellery, ethnic wear, electronic appliances. In December, the Meesho Christmas sale will have attractive offers on jewellery, fashion and the Meesho stock clearance sale on all categories.

The Meesho Maha Indian Drop Sale in September is offering customers the chance to shop from over 60 lakh extensive product categories. The Meesho Diwali Sale will offer up to 70% off on 60 lakh products. Along with this, Meesho offers up to 30% off on the first orders for its new users.

The Myntra Big Fashion Festival began from September 23 and will continue till September 30. Myntra held its Fashion Haul Sale from September 2 to 5, wherein it offered flat 40-50% off on women’s and men’s fashion. The Myntra Diwali sale, which will take place from October 16 to 23, will see discounts of 50-80% being offered. The Super Weekend Offers sale, from November 5 to 7, will see flat 30-60% off on women’s, men’s and kid’s fashion. The Black Friday sale will be on from November 26 to 30, where flat 50-80% discounts will be given on women’s and men’s Fashion.

Myntra has also lined up an End of Season sale from December 18 to 23, wherein it is offering flat 50-80% off on women’s and men’s fashion. The Myntra Year End Sale is from 25^th – 29^th December, with flat 40-80% off on Women’s and Men’s fashion. The Myntra End of Resason Sale happens in July with upto 85% off.  As part of the Myntra Big Fashion Festival,  it has launched a campaign with Virat Kohli and Anushka Sharma. The campaign is titled ‘Myntra Big Fashion Festival. India’s Biggest Fashion Dhamaka. Don’t Waste Time’. It shows Virat Kohli and Anushka Sharma waiting for the press to take their photos and interviews at an event, only to be informed later that the press is busy on their phones for the Myntra Big Fashion Festival.

Like every year, Flipkart has rolled out it Flipkart Big Billion Day from 23^rd to 30^th September and has also launched a campaign called #AbPooraIndiaKaregaUpgrade campaign with Alia Bhat, Amitabh Bachchan, and MS Dhoni as the brand ambassadors, urging consumers not to adjust but to upgrade their lifestyle to meet their shopping needs. Flipkart has onboarded lakhs of sellers, kirana delivery partners, MSMEs from across the country in order to provide consumers with an array of differentiated products across price points. Flipkart Wholesale will be providing offers for its kirana members, and customers will get to experience a revamped shopping experience with a redesigned app with engagement activities such as Coupon Rain, Spin The Bottle, Treasure Hunt, Brand Mall, Virtual Try-Ons, with technology led features such as enhanced UI experience, Live Commerce, Image Search.

Flipkart has announced the curation of 130 Big Billion Days Specials designed by over 90 brands across categories. Customers will get access to a range of offers including cashbacks, discounts, pay later options by leading banks in the country. Customers will also get a chance to pre-book their products across categories with Re 1 as a token advance. The video commerce platform will offer interactive entertainment experiences for the customers with commerce linked rewards. It has also introduced its Open Box Delivery process where delivery partner will open the product at the time of delivery and customers will accept it if it is in the accurate state.

Croma, the omni-channel electronics retailer from the Tata Group, is offering its Early Bird Sale, New Day New Deals offers. The Early Bird Sale was held from September 14 to 18, wherein it provided lucrative offers on air conditioners, grooming and hair care products, mobiles, laptops, kitchen appliances and others. Under the Half Price special Deals, with flat 50% offer on smartphone, audio products.

Snapdeal has also launched it Dussehra sale with special deals and offers on clothing, accessories, footwear, with up to 90% discount. The Snapdeal Year End Sale will have offers of up to 80% on most products.

The Nykaa Dussehra Sale will be held from 5^th – 10^th October, while the Nykaa Christmas Sale will be on from from 20^th – 24^th December.

Paytm is also coming up with its Maha Shopping Festival 2022 offering discounts of up to 80% off, with an extra 25% off on all offers.