Criteo's festive seasonality data reveals Indian consumers' digital endurance

Home furnishing and food topped the list of the most popular shopping categories, with +42% and 18% sales, five days before Diwali in 2021, as per the findings from the 2021 and 2020 festive seasonality data released by Criteo.

The data further revealed that this year marketers witnessed an early shopping hype during pre-Diwali from late September 2021, compared to mid-October in 2020. The highest peak observed during the period of the Big Billion Days was on October 3, 2021, representing an overall Y-O-Y daily sales of 200% with the first 7 days of September 2020 as a baseline.

The 2020 and 2021 data additionally reveal deeper insights on the evolving e-commerce trends expected this year:

With September 2020 as a baseline, approximately 86% pre-Diwali daily sales were noticed in October 2020, whereas 2021 detected 200% of daily sales in the end of September, marking the beginning of the Big Billion Days period.

Five days before Diwali 2021 demonstrate an increase in the buyer’s retail shopping interest. Home furnishing and food led the festival with respectively +42% and +18% sales (with First 7 days of October 2021 as a baseline).

With the first 7 days of October 2021 as a baseline, festive shopping started one month prior to Diwali in 2021, with +27% spike. For the rest of October, the sales remain moderate, however, there are two small increases around October 17 and 23, although it didn’t exceed the trend observed at the beginning of the month.

Taranjeet Singh, Managing Director of Southeast Asia and India, Criteo, said, “The Indian e-commerce industry had seen a categorial upsurge, enabling marketers to invest more in digital advertising including mobile marketing. We observed that consumers apply the basket and sales strategy during e-commerce sales specifically for the Big Billion Days period, wherein consumers place their items into shopping carts prior to the date of sale and complete their transaction while the platform’s sale goes live. In Criteo’s 2020 data, it can be observed that people started to look into items approximately 3 days before, recording 120.8% in the indexed basket. Moreover, growing trends of video ads indicate that video is gaining importance this festive season. According to Criteo’s 2021 Holiday Commerce Report, consumers are receptive to ads when they’re watching videos and will take actions like searching for and purchasing the products they've seen.”

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