45% of buyers expect to spend 25-50% of their festive budget in the opening week alone, driven by the best deals landing on Day 1 and Day 2.
From ₹1,214 crore in one day during 2014's first Big Billion Day, the festive market reaches ₹81,000 crore in its 10th year. In 2022, ₹69,800 crore ($8.9B) was spent with ₹43,400 crore ($5.6B) in the first week.
58% of online shoppers plan to increase spending. Tier 2/3 cities lead at 72%, compared to 67% in metros and 63% in Tier 1 cities. Pent-up demand and new product launches are key drivers.
40% of online buyers will spend during the first week starting October 10th. Tier 3 customers start early to ensure timely delivery. Last year, $5.6B of $8.9B came from the opening week.
Mobile is the largest category by value. But only 51% plan to spend more on mobile, vs 64% for grocery and 63% for fashion, signalling weakening enthusiasm for smartphones relative to everyday categories.
Marketplaces are the preferred research source before purchase. 71% use Amazon, 70% Flipkart, compared to 47% for search engines. Festive ad spend on marketplaces expected to jump significantly.
Online buyers in Tier 2 and Tier 3 cities are the most bullish, with 72% planning to spend more. Rising awareness of convenience and affordability of online shopping continues to drive adoption.
Online survey of 2,000 online adults across 20 cities in India, conducted between 1st September and 15th September 2023. Festive season defined as starting from the first day of Big Billion Days / Great Indian Festival to 15th November (Diwali).
Source: Datum Consumer Sentiment Study, 2023
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