Online sales in festival season captures change in consumer behaviour

In the run up to the festive month featuring Navratri and Diwali, online shopping majors like Flipkart, Amazon, Myntra, Snapdeal and Shopclues are ready with lucrative offers and discounts.

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During these sales, major discounts and deals are offered to consumers and all e-commerce players vye to capture the highest market share. (Representational photo)

Festive shopping is an exhaustive affair. The shopping list remains long and you have to visit a host of different outlets to get your hands on everything that you want, before it runs out. Online shopping portals provide the solution with thousands of options at the click of a button.

In the run up to the festive month featuring Navratri and Diwali, online shopping majors like Flipkart, Amazon, Myntra, Snapdeal and Shopclues are ready with lucrative offers and discounts. Flipkart will hold the third edition of its Big Billion Days sale from October 2-6. Over the same duration, Snapdeal will hold its Unbox sale with special Snapdeal Diwali packs. Amazon will hold the Great Indian Sale from October 1 to October 5. Online shopping’s convenience factor clubbed with massive discounts and a swathe of product offerings has slowly captured India’s large urban offline shopping community, even during festival season.

Flipkart’s first Big Billion Day sale saw a swarm of online customers clamour to get their hands on the best deals and their servers couldn’t cope up with the traffic. Such an unprecedented success of festive sales and discount offerings has shown that the Indian shopper is slowly tilting more to online than offline.

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During these sales, major discounts and deals are offered to consumers and all e-commerce players vye to capture the highest market share. E-tailers have tapped on the change in consumer behaviour. It seems almost nostalgic when frequenting different shopping destinations and markets was the preferred way to shop for goodies and gifts during Diwali.

Now, cleverly written algorithms tailor shopping options for individuals online and get them the best deals to save money and hassle. Companies sometimes list items exclusively on these platforms and not in shops. Online shopping portals now offer everything from idols to gifts, ritual items, crackers. Or great deals on gadgets, home decor or apparels.

Anything that offline offers, online trumps one way or another. Easy payment options and special deals with customised delivery options appeal to the modern buyer.

Though, there is a downside. You can’t actually see and touch the product before it gets delivered. During festivals it might also be a dealbreaker for some who want to touch and feel the product before buying it. However, for the majority of shoppers, it hardly matters.

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