Festival of Opportunities: Capturing Consumer Attention During India's Celebrations

The festive season isn’t just a sprint; it's a marathon. The key to winning? Capturing the loyalty of key consumer segments early on. As India gears up for another vibrant festive season, this is your chance to reimagine your strategy and capture shoppers' hearts and wallets.

To assist brands in connecting with festive shoppers, VDO.AI and MoEngage joined hands to study India's consumers' pulse during the festive wave. This report provides an in-depth analysis into Indian consumer buying behavior, identifying insights derived from extensive primary research conducted with over 1,000 Indian shoppers.

Let’s explore the key takeaways and show you how to make the most of these findings in your marketing strategy.

The Rise of the ‘SHEconomy’

Our research reveals that women dominate festive shopping decisions, with 81% acting as the primary decision-makers during the Indian festive season. Nearly half (49%) of them plan to spend between ?20,000 and ?50,000, marking a notable increase in buying power. As their influence continues to grow, brands have an enormous opportunity to engage this powerful segment with tailored strategies.

How can you leverage that?

• Emphasize variety and price: Nearly two-thirds of women prioritize variety and competitive pricing when making purchase decisions. Ensure your product range is wide and your pricing transparent to appeal to their preferences.

Notably, 62.5% of men also identify women as the key decision-makers in festive shopping, further underscoring their influence. Offering engaging, contextually relevant ads will capture their attention and drive conversions, making the most of this dynamic and growing “SHEconomy.”

The Spending Surge

We’ve found that 55% of consumers are willing to spend over ?20,000 during the upcoming festive season—a significant increase compared to previous years. This trend presents a golden opportunity for brands to capture the attention of high-spending consumers.

What does this mean for you?

• Highlight your premium products: Consumers are boasting a higher buying power, so this is the time to showcase your top-tier offerings. Focus on highlighting the value of your products.

• Strengthen lifecycle marketing: Brands need to create value that helps retain and engage customers. Use this festive season to reward loyal customers with early-bird discounts or exclusive access to special deals.

Timing is Key

?Over 70% of shoppers start their festive shopping as early as September. This early start gives brands a chance to engage potential customers before the competition heats up. However, the days leading up to Diwali also witnessed a significant surge in spending, with the rest 30% making their purchases at the eleventh hour. This makes it an opportune time for last-minute promotions and enticing gift ideas.

How can you take advantage of this?

• Start building anticipation now: Pre-festive campaigns can help generate excitement and lock in early buyers. Consider running ‘Notify Me’ campaigns or offering sneak peeks into your upcoming festive deals.
• Personalize your outreach: With data-driven insights, you can deliver personalized messages that speak directly to your audience’s preferences. By understanding customer behavior and past interactions, you can connect with them at the right time, with the right message.

Meet Consumers Where They Are

In this era of phygital dominance, prioritizing seamless omnichannel experiences is non-negotiable. Brands must provide a consistent and intuitive experience across all touchpoints, whether mobile, online, or in-store.

Why is this important?

• Cross-channel campaigns drive results: Programmatic advertising ensures your brand reaches relevant shoppers across various mobile apps and websites, maximizing visibility during their research phase. By reaching consumers across different channels, you can engage them at various stages of their purchase journey.?
• Be present: To succeed in the highly crowded and competitive festive (season) market, brands must seamlessly integrate and individualise consumer experiences across all platforms, so consumers can pick up from where they left off.

As you prepare for the festive season, the time to sow your advertising magic beans is now. Reach a massive and engaged audience with VDO.AI 's innovative solutions that deliver programmatic precision, contextual accuracy, and interactive ad formats to make your brand the star of the festive show.

There’s much more to explore! Download now for complete access to all the insights and strategies.