Shoppers splurge as Diwali shopping makes a big comeback after Covid-induced lull


This season, buyers are once again faced with the problem of abundance, whether in offers or offers, which has baffled even the most seasoned buyer.

That’s why Vandana Thapa, a housewife in her 40s, played it safe and bought a mix of all kinds, including electronics, home accessories to ‘tried and tasted’ mithai, to satiate her annual festival shopping cravings.

Her list of items includes a bar cabinet for her brother, a telephone for her father, decorative items for her co-workers, and boxes of candy for her housekeeper.

According to industry experts, even though gourmet baskets, furniture and home accessories, such as chic candle holders or tableware, and sweets are in high demand, electronic devices, including cell phones and smart wearables, remain those to beat.

Gaurav Khatri, co-founder of tech brand Noise, told PTI: “During festival season, the demand for electronics and smart gadgets is at an all-time high and it’s no different for the clothing segment. smart… We speculate the industry will grow 2.2x this festival season while at Noise we expect 150% growth.”

Expecting a “really big” Diwali, Manish Aggarwal, director of leading packaged food brand Bikano, has set a mammoth goal of ” 400 crores” in sales across India.

Sid Mathur, founder of high-end brand mithai Khoya, echoed Aggarwal’s sentiments and said sales of sweets at his Chanakyapuri store here had exceeded “their own projections”.

Festival season has made the cash registers of brands selling furniture, homeware and upholstery ring even louder.

“We have seen a dynamic 50% increase in sales over last year… In line with the trend in the capital, our other fast selling products have been our bespoke candles, poker box and Eden collection, all of which are doing very well,” said Vikash Gupta, Founder and CEO of Three Sixty, a lifestyle brand and design studio.

As in previous years, the online sector continues to see strong demand, as evidenced by cashback platform Cashkaro recording “8X growth” in traffic and “5X growth” in sales compared to last year.

Aside from online shopping, the high footfall in shopping malls has excited the business and trade lobby.

“The latest survey conducted by the Retailers Association of India reflected a 15% increase in sales from pre-pandemic levels,” said Yogeshwar Sharma, CEO and Executive Director of Select CITYWALK.

Footfall has steadily increased at malls over the past quarter, he added.

“They are now in line with pre-pandemic levels and have increased over the last few months due to the start of the festival season. We are seeing almost 7-8% growth in sales and similar attendance .

“Furthermore, we found that last year retailers were hesitant to stock up, but supply chain issues have been minimized and retail stores are stocked,” Sharma added.

Wellness products continued to find takers amid growing attention to immunity following the COVID-19 outbreak. Immunity-based gift options such as dried fruit boxes, turmeric tea and spice kits were also popular gift options this year.

Vahdam India, a global wellness brand with a wide range of wellness-focused gift collections, including fresh teas and superfoods, said it made “50-60%” of its two-month revenue in India thanks to Diwali sales alone.

Giving an experience has also become a sought-after option this Diwali.

Instead of dropping off a package with loved ones, many choose to give them a break from the daily hustle and bustle by booking an exclusive stay at five-star hotels and resorts.

While Radisson Gurugram, Udyog Vihar, for example, offers a one-night stay based on double occupancy and breakfast at a reduced price of 7,555, Fazlani Natures Nest in Maharashtra has arranged an exclusive “Diwali Rejuvenation Package” which includes a minimum of three nights accommodation, meals and various wellness therapies. Package price starts from 14,000 per night.

For those who want to make the “Festival of Lights” a little brighter for the needy, options include purchasing gift sets from brands such as “Humanitive”.

These keepsake boxes, in addition to home decor products, accessories and food for loved ones, come equipped with a donation kit with details of the buyer’s contribution and where it is possibly used, such as sponsorship from a folding cane for the visually impaired to health supplements for a destitute elderly person for 15 days.

The baskets cost between 3,900 and 6,500.

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