93% of Diwali shoppers are likely to try a new brand in the holiday season, and 80% of Diwali shoppers now discover new brands or products online, as per Meta’s Diwali Seasonal Moment 2021 report by YouGov, a Meta-commissioned study.
The report shows that an overwhelmingly large number of festive shoppers are open to trying new brands, products, and offers this Diwali. It also highlights that 79% of all Diwali shoppers have discovered new products and brands on Meta Technologies.
The insights are derived from a Meta commissioned study by YouGov that deep-dives into the evolving consumer trends around festive shopping.
Among key trends, the report also calls out that the Indian festive shopper is engaging extensively with influencer-led content, short-form videos, messaging, and interactive formats such as AR - all critical to win the interest and attention of the Diwali shopper in 2022.
Arun Srinivas, Director, Global Business Group (India) at Meta, said, “We see optimism flowing into the festive season, which could be a boon for businesses, small and large, amidst a challenging global macroeconomic environment. We’ve already begun a lot of exciting work with businesses of all sizes for their festive season campaigns. Digital has emerged as the strongest touchpoint to reach the consumer, irrespective of whether they choose to close the purchase either online or offline, and Meta technologies are playing a central role in this with 440 million Indians just on Facebook.”
Vishal Jacob - Chief Digital and Transformation Officer- Wavemaker India, said, “The massive digital adoption over the last 2-3 years has significantly altered consumer behaviour, leading brands to rethink how they approach their festive planning. We continue to see digital platforms across social and commerce attract the attention of marketers across categories. Matching audiences with the right communication with a lot of precision becomes key to success, as it helps in breaking the clutter. Facebook and Instagram are apt platforms for this especially for D2C brands."
The key consumer trends as per the report are:
Consumers are increasingly looking to online to discover new products and brands:
Influencers are driving purchase decisions for the Diwali shopper:
Short-form videos see strong engagement by festive shoppers:
Real time interaction via messaging helps festive shoppers make a purchase decision:
The Indian festive consumer is seeking interactive experiences during Diwali shopping:
The Diwali shoppers are seeking communication in their language:
Link to report: https://www.facebook.com/business/m/festive-insights