There is something about the festive season that makes the air feel different. It is the lights, the music, the shared anticipation of something special on the horizon. For brands, it’s also a unique opportunity to engage with consumers, in a way that goes beyond the transactional. This season offers a chance to create lasting impressions, build emotional connections, and yes, drive significant business growth. However, that only happens when brands approach it with the right strategy.
Understanding the Indian festive landscape
When we talk about festivals in India, we’re talking about more than just one day of celebration. The nation’s cultural diversity presents a year-end calendar full of opportunities – from Diwali to Christmas and the New Year. Each of these festivals carries its traditions, emotions, and expectations. Brands that recognize this, aren’t simply selling their products but becoming one with the celebrations.
The Psychology of Festive Shoppers
We often wonder what it is about the festive season that completely alters the way we shop. It’s more than just the lure of discounts – festive or holiday shopping taps into three key emotions:
Nostalgia – making us think of the celebrations of the past
Generosity – the desire to make loved ones feel appreciated
Indulgence – the feeling of pampering oneself and blending with the festive spirit
These might simply be emotions for any human high on the festive spirit, but for brands, this emotional landscape is fertile ground for meaningful marketing.
Take for instance the concept of FOMO (Fear of Missing Out) – something that’s particularly common during this time. With brands unveiling limited edition products, special festive collections, and flash sales, they manage to create a sense of urgency that pushes the buyers to act now. Playing on the idea that “this deal won’t last” taps into the psychological drivers of festive or holiday spending. When done right, this entire process doesn’t feel forced, but actually part of the festive magic.
Creating a Holistic Festive Marketing Strategy
The festive shopping season has become longer and starts sooner. A successful festive marketing strategy entirely depends not on what you offer, but how it is delivered to the customers – one that ensures every touchpoint with your brand feels intentional and engaging. Let’s break this down further:
Make promotions feel festive, not forced: In the festive season, consumers expect deals and discounts, however, simply slapping a ‘30% off’ tag on your products might not cut through the clutter. Instead, focus on curated, special offers that feel festive and meaningful. Aligning key categories and subcategories in correlation with festivities helps provide a clearer context of your offerings for the customer
For instance, in our recent OMOS (Optimizing Massive Online Sales) report, we published that the Indian market experiences a spike in the ‘electronics & appliances’ categories in the first week of the season, followed by ‘home improvement’ in the next week for Navratri, and eventually demand for lighting, clothing, and pooja-related items in the run-up to Diwali
Offering deals in these particular categories based on the flow can go a long way in being relevant not just at the beginning or the end, but throughout the shopping season – consistently in tune with what consumers are looking for at each phase.
Leverage technology to offer Next-Gen Product Experiences: Creating unique product experiences time and again, based on each festivity is the need of the hour, with several brands creating newer, fresher UX. However, this can take a considerable toll on all – developers, product managers, product marketers, and even end-consumers. Leveraging tools that can streamline this process – either by allowing product managers and marketers to tweak UI/UX whenever they want, from wherever they want, or for the entire or a select group of users – can go a long way in crafting and delivering experiences that matter without drastically affecting workflows and customer perception.
Bring the festive spirit to life: Make your brand embody the emotions and experiences that the festivals or holidays evoke. Emphasize storytelling – create content that resonates emotionally with your audience. Video content, such as heartwarming short films or animated videos, can be particularly powerful, while visually striking social media posts can also leave a lasting impression. No matter the medium, it’s essential to align your tone with the spirit of each festival—Diwali may inspire messages of victory and renewal, while Christmas can emphasize generosity and joy. Aligning your message with the cultural essence of each festival adds authenticity and resonance to your campaigns.
Personalized Messaging: We’re today in a world where one-size-fits-all marketing no longer flies with consumers – brands are expected to understand their preferences, needs, and history with their products – more so during festivities. Leveraging data-driven insights to tailor your messaging is imperative.
Start by segmenting your audience based on behaviors, past purchases, and previous festive campaign interactions. Use this data to personalize their experience with user-specific recommendations, festive greetings, or targeted offers via email or social media. This approach fosters a sense of exclusivity and builds deeper, more personal connections.
Don’t forget to have fun: While strategy and data-driven insights will always matter, don’t forget that festivals are fundamentally about joy. Make the most of this opportunity to infuse a bit of lightheartedness in your campaigns – a touch of humor or nostalgia can go a long way in making your brand memorable. Whether it’s a witty take on stress for getting things right or a playful nod to the traditions, make sure your campaigns capture the spirit of fun and celebration.
As we enter this festive season, it’s clear that brands that prioritize human connection over conversion will stand out. By aligning your strategy with the emotional and cultural pulse of the festive period, you create not just campaigns, but meaningful experiences that resonate long after the celebrations are over.
Smaller cities drive premium phone sales in festive season
The share of Tier-II cities and beyond in sales of premium smartphones, priced at above Rs 30,000, in the first wave of sales by online retailers reached 70-80%, which is usually around 50-60% during other periods, said Counterpoint Research.
Festive sales hit $6.5 billion in a week on ecommerce street: report
Industry insiders said online shoppers–including a large chunk from smaller towns and cities–have been buying products with higher average selling price (ASP) with many opting for EMI payments. Some brands said they are worried about supply issues because the demand is higher than what they expected.
E-commerce festive sales 2024: Hits, misses and key learnings for brands
While the first wave of sales has brought valuable insights, the festive e-commerce season is far from over. With two more waves of sales expected in the next few weeks, the author shares a few strategic recommendations for brands looking to make the most of this period:
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When we talk about festivals in India, we’re talking about more than just one day of celebration. The nation’s cultural diversity presents a year-end calendar full of opportunities – from Diwali to Christmas and the New Year. Each of these festivals carries its traditions, emotions, and expectations. Brands that recognize this, aren’t simply selling their products but becoming one with the celebrations.
There is something about the festive season that makes the air feel different. It is the lights, the music, the shared anticipation of something special on the horizon. For brands, it’s also a unique opportunity to engage with consumers, in a way that goes beyond the transactional. This season offers a chance to create lasting impressions, build emotional connections, and yes, drive significant business growth. However, that only happens when brands approach it with the right strategy.
Understanding the Indian festive landscape
When we talk about festivals in India, we’re talking about more than just one day of celebration. The nation’s cultural diversity presents a year-end calendar full of opportunities – from Diwali to Christmas and the New Year. Each of these festivals carries its traditions, emotions, and expectations. Brands that recognize this, aren’t simply selling their products but becoming one with the celebrations.
The Psychology of Festive Shoppers
We often wonder what it is about the festive season that completely alters the way we shop. It’s more than just the lure of discounts – festive or holiday shopping taps into three key emotions:
Nostalgia – making us think of the celebrations of the past
Generosity – the desire to make loved ones feel appreciated
Indulgence – the feeling of pampering oneself and blending with the festive spirit
These might simply be emotions for any human high on the festive spirit, but for brands, this emotional landscape is fertile ground for meaningful marketing.
Take for instance the concept of FOMO (Fear of Missing Out) – something that’s particularly common during this time. With brands unveiling limited edition products, special festive collections, and flash sales, they manage to create a sense of urgency that pushes the buyers to act now. Playing on the idea that “this deal won’t last” taps into the psychological drivers of festive or holiday spending. When done right, this entire process doesn’t feel forced, but actually part of the festive magic.
Creating a Holistic Festive Marketing Strategy
The festive shopping season has become longer and starts sooner. A successful festive marketing strategy entirely depends not on what you offer, but how it is delivered to the customers – one that ensures every touchpoint with your brand feels intentional and engaging. Let’s break this down further:
Make promotions feel festive, not forced: In the festive season, consumers expect deals and discounts, however, simply slapping a ‘30% off’ tag on your products might not cut through the clutter. Instead, focus on curated, special offers that feel festive and meaningful. Aligning key categories and subcategories in correlation with festivities helps provide a clearer context of your offerings for the customer
For instance, in our recent OMOS (Optimizing Massive Online Sales) report, we published that the Indian market experiences a spike in the ‘electronics & appliances’ categories in the first week of the season, followed by ‘home improvement’ in the next week for Navratri, and eventually demand for lighting, clothing, and pooja-related items in the run-up to Diwali
Offering deals in these particular categories based on the flow can go a long way in being relevant not just at the beginning or the end, but throughout the shopping season – consistently in tune with what consumers are looking for at each phase.
Leverage technology to offer Next-Gen Product Experiences: Creating unique product experiences time and again, based on each festivity is the need of the hour, with several brands creating newer, fresher UX. However, this can take a considerable toll on all – developers, product managers, product marketers, and even end-consumers. Leveraging tools that can streamline this process – either by allowing product managers and marketers to tweak UI/UX whenever they want, from wherever they want, or for the entire or a select group of users – can go a long way in crafting and delivering experiences that matter without drastically affecting workflows and customer perception.
Bring the festive spirit to life: Make your brand embody the emotions and experiences that the festivals or holidays evoke. Emphasize storytelling – create content that resonates emotionally with your audience. Video content, such as heartwarming short films or animated videos, can be particularly powerful, while visually striking social media posts can also leave a lasting impression. No matter the medium, it’s essential to align your tone with the spirit of each festival—Diwali may inspire messages of victory and renewal, while Christmas can emphasize generosity and joy. Aligning your message with the cultural essence of each festival adds authenticity and resonance to your campaigns.
Personalized Messaging: We’re today in a world where one-size-fits-all marketing no longer flies with consumers – brands are expected to understand their preferences, needs, and history with their products – more so during festivities. Leveraging data-driven insights to tailor your messaging is imperative.
Start by segmenting your audience based on behaviors, past purchases, and previous festive campaign interactions. Use this data to personalize their experience with user-specific recommendations, festive greetings, or targeted offers via email or social media. This approach fosters a sense of exclusivity and builds deeper, more personal connections.
Don’t forget to have fun: While strategy and data-driven insights will always matter, don’t forget that festivals are fundamentally about joy. Make the most of this opportunity to infuse a bit of lightheartedness in your campaigns – a touch of humor or nostalgia can go a long way in making your brand memorable. Whether it’s a witty take on stress for getting things right or a playful nod to the traditions, make sure your campaigns capture the spirit of fun and celebration.
As we enter this festive season, it’s clear that brands that prioritize human connection over conversion will stand out. By aligning your strategy with the emotional and cultural pulse of the festive period, you create not just campaigns, but meaningful experiences that resonate long after the celebrations are over.
The share of Tier-II cities and beyond in sales of premium smartphones, priced at above Rs 30,000, in the first wave of sales by online retailers reached 70-80%, which is usually around 50-60% during other periods, said Counterpoint Research.
Industry insiders said online shoppers–including a large chunk from smaller towns and cities–have been buying products with higher average selling price (ASP) with many opting for EMI payments. Some brands said they are worried about supply issues because the demand is higher than what they expected.
While the first wave of sales has brought valuable insights, the festive e-commerce season is far from over. With two more waves of sales expected in the next few weeks, the author shares a few strategic recommendations for brands looking to make the most of this period:
There is something about the festive season that makes the air feel different. It is the lights, the music, the shared anticipation of something special on the horizon. For brands, it’s also a unique opportunity to engage with consumers, in a way that goes beyond the transactional. This season offers a chance to create lasting impressions, build emotional connections, and yes, drive significant business growth. However, that only happens when brands approach it with the right strategy.
Understanding the Indian festive landscape
When we talk about festivals in India, we’re talking about more than just one day of celebration. The nation’s cultural diversity presents a year-end calendar full of opportunities – from Diwali to Christmas and the New Year. Each of these festivals carries its traditions, emotions, and expectations. Brands that recognize this, aren’t simply selling their products but becoming one with the celebrations.
The Psychology of Festive Shoppers
We often wonder what it is about the festive season that completely alters the way we shop. It’s more than just the lure of discounts – festive or holiday shopping taps into three key emotions:
Nostalgia – making us think of the celebrations of the past
Generosity – the desire to make loved ones feel appreciated
Indulgence – the feeling of pampering oneself and blending with the festive spirit
These might simply be emotions for any human high on the festive spirit, but for brands, this emotional landscape is fertile ground for meaningful marketing.
Take for instance the concept of FOMO (Fear of Missing Out) – something that’s particularly common during this time. With brands unveiling limited edition products, special festive collections, and flash sales, they manage to create a sense of urgency that pushes the buyers to act now. Playing on the idea that “this deal won’t last” taps into the psychological drivers of festive or holiday spending. When done right, this entire process doesn’t feel forced, but actually part of the festive magic.
Creating a Holistic Festive Marketing Strategy
The festive shopping season has become longer and starts sooner. A successful festive marketing strategy entirely depends not on what you offer, but how it is delivered to the customers – one that ensures every touchpoint with your brand feels intentional and engaging. Let’s break this down further:
Make promotions feel festive, not forced: In the festive season, consumers expect deals and discounts, however, simply slapping a ‘30% off’ tag on your products might not cut through the clutter. Instead, focus on curated, special offers that feel festive and meaningful. Aligning key categories and subcategories in correlation with festivities helps provide a clearer context of your offerings for the customer
For instance, in our recent OMOS (Optimizing Massive Online Sales) report, we published that the Indian market experiences a spike in the ‘electronics & appliances’ categories in the first week of the season, followed by ‘home improvement’ in the next week for Navratri, and eventually demand for lighting, clothing, and pooja-related items in the run-up to Diwali
Offering deals in these particular categories based on the flow can go a long way in being relevant not just at the beginning or the end, but throughout the shopping season – consistently in tune with what consumers are looking for at each phase.
Leverage technology to offer Next-Gen Product Experiences: Creating unique product experiences time and again, based on each festivity is the need of the hour, with several brands creating newer, fresher UX. However, this can take a considerable toll on all – developers, product managers, product marketers, and even end-consumers. Leveraging tools that can streamline this process – either by allowing product managers and marketers to tweak UI/UX whenever they want, from wherever they want, or for the entire or a select group of users – can go a long way in crafting and delivering experiences that matter without drastically affecting workflows and customer perception.
Bring the festive spirit to life: Make your brand embody the emotions and experiences that the festivals or holidays evoke. Emphasize storytelling – create content that resonates emotionally with your audience. Video content, such as heartwarming short films or animated videos, can be particularly powerful, while visually striking social media posts can also leave a lasting impression. No matter the medium, it’s essential to align your tone with the spirit of each festival—Diwali may inspire messages of victory and renewal, while Christmas can emphasize generosity and joy. Aligning your message with the cultural essence of each festival adds authenticity and resonance to your campaigns.
Personalized Messaging: We’re today in a world where one-size-fits-all marketing no longer flies with consumers – brands are expected to understand their preferences, needs, and history with their products – more so during festivities. Leveraging data-driven insights to tailor your messaging is imperative.
Start by segmenting your audience based on behaviors, past purchases, and previous festive campaign interactions. Use this data to personalize their experience with user-specific recommendations, festive greetings, or targeted offers via email or social media. This approach fosters a sense of exclusivity and builds deeper, more personal connections.
Don’t forget to have fun: While strategy and data-driven insights will always matter, don’t forget that festivals are fundamentally about joy. Make the most of this opportunity to infuse a bit of lightheartedness in your campaigns – a touch of humor or nostalgia can go a long way in making your brand memorable. Whether it’s a witty take on stress for getting things right or a playful nod to the traditions, make sure your campaigns capture the spirit of fun and celebration.
As we enter this festive season, it’s clear that brands that prioritize human connection over conversion will stand out. By aligning your strategy with the emotional and cultural pulse of the festive period, you create not just campaigns, but meaningful experiences that resonate long after the celebrations are over.
Smaller cities drive premium phone sales in festive season
The share of Tier-II cities and beyond in sales of premium smartphones, priced at above Rs 30,000, in the first wave of sales by online retailers reached 70-80%, which is usually around 50-60% during other periods, said Counterpoint Research.
Festive sales hit $6.5 billion in a week on ecommerce street: report
Industry insiders said online shoppers–including a large chunk from smaller towns and cities–have been buying products with higher average selling price (ASP) with many opting for EMI payments. Some brands said they are worried about supply issues because the demand is higher than what they expected.
E-commerce festive sales 2024: Hits, misses and key learnings for brands
While the first wave of sales has brought valuable insights, the festive e-commerce season is far from over. With two more waves of sales expected in the next few weeks, the author shares a few strategic recommendations for brands looking to make the most of this period:
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