Despite a few tough months this year, Indians are all set to showcase their resilience and embrace the 2021 festive season yet again. The “Decoding the 2021 Festive Shopper” report by InMobi reveals that connected consumers in India plan to spend INR 21,230 on average, 42% higher than last year. Clothing and accessories, personal-use gadgets, and home appliances top the chart as most popular shopping categories. InMobi surveyed over 2500 smartphone users across 80 tier-1, tier-2, and tier-3 cities and clusters in India using its consumer intelligence platform Pulse, to throw light on consumer preferences, shopping patterns, peak-shopping timelines, and device usage patterns.
According to the report, 68% of the respondents plan to shop online this festive season, with 43% of Indians increasing their online shopping budgets this year, and parallelly, 39% decreasing their offline shopping budgets. Additionally, 1 in 3 respondents that hail from tier 2 and tier 3 cities claim to be first-time online shoppers.
Commenting on the growing importance of mobile in the festive shopping journey, Vasuta Agarwal, Managing Director, Asia Pacific at InMobi shared, “The festive season always remains about larger-than-life emotions, get-togethers, and a plethora of traditions. Amongst all this constancy, mobile has emerged as the medium for connected consumers to learn, explore, communicate, and buy. Our research shows that over 60% of respondents use their mobile to research, explore, or make the final purchase. This makes it extremely critical for brands to be mobile-first in their festive strategy to win the connected festive shopper this year.”
In India, the seasonal celebrations continue from the beginning of September to the end of the year, and the one thing that stays consistent throughout these four months is shopping. Almost 60% respondents in T-1, T-2, and T-3 cities plan to make purchases in the period before Dussehra, defining the peak timeline for their festive shopping.
The report also reveals deeper insights on the evolving shopping patterns this year among the Bargain Hunters, Category Explorers, and Brand Lovers segments.
- 47% of festive shoppers fall in the Bargain Hunters segment, as they are unsure on the categories they plan to purchase and are primarily on the hunt for attractive offers, irrespective of category.
- 39% of festive shoppers fall in the Category Explorers segment as they have decided the categories that they intend to shop in but are yet to finalize the exact brand or product. They are expected to spend 20% higher than last year.
- 14% are Brand Lovers as they have already made their decisions on the specific brands and the products that they will purchase. With focus on jewellery and home decor, brand lovers have the largest budgets of all the three segments.
“Over the past year, we have seen a diverse set of brands leverage InMobi’s shoppable mobile experiences and online to online/ offline commerce solutions to drive relevant engagement with connected consumers,” added Vasuta. “These solutions will play an even more significant role in the upcoming festive season as brands look to strengthen their online presence and drive growth.”