Two in three Indian shoppers have not started buying this season yet. Moreover, 53 percent of millennial shoppers from non-metros have displayed a strong preference to shop online.
Despite increased vaccinations, consumers seem to be wary of physical/offline shopping and in-person interactions. Pandemic-induced changes are here to stay, signifying a shift in consumer behavior, which will decide where the Indian retail sector is likely to be headed, according to a study by e-commerce platform Shopify India.
Online: Better Alternative
Multiple factors such as increased mobile penetration, brands opting to shift to a direct-to-consumer model, enhanced last-mile delivery and customer-friendly return policies have been contributory towards encouraging shoppers to buy online.
Convenience, value-for-money, and personalization offered by some online companies have enhanced purchasing appeal. Consumers will likely prefer involving families even when shopping online during the festive season, the survey stated.
Additionally, convenient choices of last-minute discount deals, express delivery advantages offered by e-commerce players have been instrumental in gaining consumer confidence.
In terms of gifting for the festival season, a big change was apparent that customers are now preferring to give high functionality and utility value items, as opposed to the standard festive sweets or dry fruit tokens. Home décor and furnishings topped this year’s festive shopping lists with over 50 percent of respondents saying they'd give gifts in this category.