Diwali is urban Indians’ favourite shopping occasion, followed by big online sales & weddings
September 7th, 2022, Bhawna Singh

Diwali is urban Indians’ favourite shopping occasion, followed by big online sales & weddings

As the festive season kicks in, YouGov’s latest data reveals nearly six in ten urban Indians (58%) plan to shop on Diwali from all the upcoming seasonal events in the next 12 months.

A recent article from YouGov’s festive series revealed an increased enthusiasm among urban Indians to spend more this Diwali as compared to last. The increased spending propensity justifies that indeed Diwali is the occasion people are most looking forward to spending their bucks.

Men are more likely than women to say they will shop on Diwali (62% vs 55%). Similarly, among the various age groups, adults 40+ are most likely to say this (at 62%) as compared to the other age groups.

After Diwali, big online sales (such as Amazon Great Indian Festival sale, Flipkart Big Billion Days, etc.), and festivals like Navratri/ Dusshera/Durga Pooja are the next big occasions that people look forward to for shopping (with 39% and 36% respectively saying so).

With the wedding season not far away, it is not surprising to see 31% urban Indians say they look forward to shopping during the wedding season (November onwards). Just as many as these plan to spend their money on special day sales (like Black Friday, Republic Day sales, etc.).

End-of-season sales that usually happen in July or December make for the next best occasion to shop (29%), followed by New Year and traditional New Years' ( such as Pongal, Gudi Padwa), Christmas and Eid/ Ramadan.

YouGov data shows interesting shopping insights based on geography. Urban Indians in the north and central India are more excited about shopping around the festival of lights (at 71%), followed by residents in West India (65%). Enthusiasm for the festival in South and East India is comparatively lower.

On the other hand, Navratri/ Durga Pooja is the most anticipated shopping event in East & North-east India as compared to other regions. Similarly, year-end festivities are a bigger hit among residents of South India and they are more likely than others to say they will shop during traditional New Year events and Christmas.

YouGov’s festive series will reveal more granular insights around buying intent during seasonal events and festivals and consumers’ shopping behaviour around these occasions. With strategic insights and timely planning, brands can leverage their campaigns and hit the jackpot this festive season.

** This survey was conducted on a sample of 2056 urban Indian respondents on YouGov India’s online panel in August 2022