1. We will be seeing more people coming online this year for their festive purchases

Q: Are you planning on making a purchase during the online festive period this year?

​% of respondents, N = 379, Surveys in Oct’20


Note: Percentage of users who had made a purchase during the Festive days of CY’19

Consumers are expressing more bullish sentiments to purchase online this year (vs last year). 90% of the surveyed sample plan to buy online this year which will give a significant boost to e-commerce growth across categories.

2. With fashion being one of the most popular categories this festive

Q: What product categories are you going to purchase during the festive sales?
​% of respondents, N = 345, Surveys in Oct’20


Key reason for buying the categories is ‘product upgradation’ and ‘need for additional products’

​Q: What is the purpose of buying the product category?
% of respondents, N = 345, Surveys in Oct’20

Categories like fashion, mobiles, beauty & personal care will benefit the most mostly driven by factors like gifting this season, need based products, trial & upgradation of products. While mobiles is a perennial favourite during festive, the other categories are surprise entrants.

Notably, this year many young professionals like Mrigank will be spending the rest of the year with their family and friends celebrating all the occasions unlike other years, which will create a positive impact on the sale trends and also drive this different sales mix vs earlier years.

3. The sellers across the major portals have also shown the same sentiments, expecting good growth this time

Most of the sellers are providing additional discounts compared to last year’s festive sales which will drive the acquisition of new users during this year’s festive period

​Q: What is the expected growth in sales on platforms compared to last year’s festive sales?
​% of respondents, N = 149, Surveys in Oct’20

Small sellers are moderately bullish on their online sales prospects this year with most sellers expecting ~ up to 35% sales jump compared to last year festive season. Moreover, research shows that sellers are willing to spend significantly on additional discounts to clear their stocks this year- a clear bonanza for customers. This positive sentiment from the seller’s side regarding this festive event is driven by the seller-acknowledged very strong support that platforms have provided these sellers in the lead up to the event (per our seller research).


  • Sanjay oversees the Benchmarks offering and Mobility practise at Redseer Strategy Consultants. He has assisted in delivering competitive intelligence engagements for investors and PEs in India in the areas of e-commerce, food-tech, and ePharma.