With the vibrant festive season in India on the horizon, Glance has released a report called “The Marketer’s Guide to India’s Festive Season.” Based on a survey of Indian mobile users, the report provides data-driven insights, presenting valuable opportunities for brands to engage with consumers during this high-spending festive period.
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A significant 91% of Indian consumers plan to make purchases, favoring mobile shopping as their preferred method. Among over 1,000 surveyed mobile users, 43% shop multiple times a week on their devices, while 11% make purchases daily.
Nearly half of Glance users access e-commerce apps every day, and 30% utilize quick-commerce platforms. Additionally, 77% of respondents have increased their shopping budgets compared to the previous year, with 25% intending to spend over Rs 50,000.
The most popular online shopping categories are clothing and accessories (87%), confectionery gift packs (64%), beauty products (61%), home décor (56%), and gadgets (53%). In terms of shopping preferences, 13% of respondents prefer in-store shopping, while 50% opt for a hybrid experience. Offline shopping is popular for categories like jewellery (67%), clothing and accessories (63%), confectionery gift packs (51%), home appliances (44%), and home décor (44%).
Glance’s survey identifies three distinct buyer personas: Experience Seekers (50%), who enjoy themed dining and in-store events; Convenience-Savvy Consumers (48%), who rely on quick-commerce for last-minute purchases; and Traditional Enthusiasts (60%), who prioritize home cleaning and decoration during the festive season.
The report also highlights that consumer behavior is influenced by new trends (33%) and celebrities or influencers (13%). Additionally, 78% of shoppers are motivated by festive discounts, with 61% responding to flash sales and cashback offers.
Dining out remains popular, with 55% of respondents choosing to dine out, especially for dinner, and 65% showing interest in themed dining. Retail preferences skew toward multi-brand stores or malls (72%) and supermarkets (70%), while around 40% of shoppers seek unique in-store products. Popular apps influencing festive shopping include e-commerce platforms, music streaming services, and OTT platforms.
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