Starting in September, the Indian festive season is a 4 month period marked by celebrations, ceremonies; get togethers, and of course shopping. The official season of mouth watering deals, discounts and offers. Pre Diwali season has been already started and retailers and brands are leaving no stone unturned to grab a hold on customers’ pocket. Though, Diwali is an equally popular event for online as well as offline retailers but this time there is a strong traction for online channel.
As per the industry data, India has around 627 million Internet users and around over 400 million Smartphone users. Due to these staggering numbers, digital has emerged as new battleground where offline retailers such as Big Bazaar as well as dealers of big brands are striving hard to remain relevant and reconfigure their strategy.
Let’s understand why..
Small town big aspirations
Today, the reach of ecommerce has covered almost every pin code where offline retail is still trying to inroot. Recently, leading ecommerce company Snapdeal has announced that nearly 92% of the orders received so far for the first leg of its flagship Diwali festive sale are from non-metros. Moreover, Flipkart has also announced that more than 50% of Flipkart Plus shoppers are from Tier 2 cities and beyond in its recently concluded The Big Billion Days (TBBD) sale. Customers from 99.4% of India’s postal codes placed an order during the Great Indian Festival sale organized by Amazon India. Clearly, ecommerce companies have become successful in fulfilling the aspirations class of small towns who are well aware of brands but unable to buy them in their hometown due to unavailability.
Growing share of SMEs
Whether you are looking artisanal work of Nicobar for Diwali decorations or premium candles, everything is available online. Ecommerce companies have managed to do so because of growing of SMEs as sellers. On one hand, they add variety to online shopping in turn ecommerce open an extended revenue stream for them.
Gone are those days when people have to migrate to big cities in order to earn their livelihood. Ecommerce has empowered small business owners to start the business with minimum capital required. As per the data shared by Amazon India, Over 65,000 sellers from 500+ cities receive orders in just 5 days of its Great Indian Festival sale. Flipkart claims Over 40% of transacting sellers during TBBD, were from Tier 2 and beyond. Moreover, this year artisans and weaver who partners through Flipkart Samarth program witnessed over 100% growth in sales during TBBD.
Online continues to grab more eyeballs due to competitive discounting strategy and unmatched offers. Flipkart’s Big Diwali Sale 2019 that will kick off on October 12 this year. The five-day sale will offer discounts and bundled offers on smartphones, tablets, wearables, TVs and appliances, and a lot more. All Flipkart Plus members will be able to access the deals on the upcoming Big Diwali Sale from 8pm on October 11. Everyone else will be able to get their hands on the discounts from midnight, October 12.
Likewise, Amazon’s ‘Great Indian Festival Celebration Special' sale will kick off on 13th October and will remain on till 17th October. During the sale, Amazon will also be over 6,000 deals from 200 brands including HP, Canon, boAT, Lenovo and more. Also, this year Amazon will offer lowest prices of the year on 30,000 plus daily essentials as informed in the official release the company.