So, finally all those Rose, Teddy and Chocolate days are now over. The industry that capitalises the maximum from every event happening in the country has yet again managed to exploit this yearly teenage extravaganza. It means the Valentine’s Day sales.
With India aggressively adopting western cultures and lifestyle, Valentine’s Day, now is nowhere less than Diwali, Holi or any other festive junctures. The entire Valentine week starting from Feb 7 till Feb 14 is nothing but a gifting season. While couples were high on online purchases, the eCommerce majors left no stones unturned to sell you that big cozy teddy or a book your partner was planning to purchase.
Online marketplaces like Flipkart, Amazon and Snapdeal came out with their V-day Sales and claims to have a thunderous response during the entire week. The sale witnessed a steep spike in the demand for same-day or next-day deliveries for many eCommerce players. High amount of orders were made with the requests for deliveries on 14th morning.
Commenting on the same, Adarsh K Menon, VP, Electronics & Auto, Flipkart said, “We have witnessed a substantial traction for such deliveries from metros as well as tier I & II cities.”
With categories such as jewellery, soft toys, chocolates and lingerie were high on demand, tech gadgets and books also saw a splurge in order over the last fortnight. Betting big on heavy discounting, this year’s Valentine’s Day sales saw a phenomenal hike in average order value with as high as 5,000. This is much higher than last year’s Diwali sales which pegged at around 1,500.
“The average order value this Valentine's season has been between Rs 3,000 and Rs 5,000. Contrast this to Diwali, which is considered to be the biggest sale event for online marketplaces,” said Menon.
Amazon India with its V-Day sale called ‘All you need is love’ offered a wide array of products which included electronics, apparel, watches, perfumes, designer wear and many more. The website had more than 4,000 under these categories.
Another eCommerce major, Flipkart came up with ‘The Flipkart Fashion Sale’ which again offered a wide product line with upto 80% discounts.
Last but not the least, Snapdeal’s Valentine Day sales offered flat 50% off on cosmetics and gifting items and upto 33% off on electronic products. Snapdeal also had special gifting options for women called 'Gifts for Every Women You Love'. This included deals on clothing to apparel, jewellery and perfumes. The Gurgaon-based firm claims to have a five-fold increase in sales in categories such as fragrances, soft toys and lingerie during the V-Day sales.
No doubt this festive week has once again splurged the overall sales of eCommerce companies, but with such heavy discounts and the premium same day or next day delivery services, these firms would have burnt huge cash to lure more customers. This is the only challenge that the Indian eCommerce industry is currently facing and with the passage of every of such festive sales, these marketplaces end up making huge losses for the fiscal.