[Data] 1 in 2 consumers in Bharat intends to spend more than last year this festive season: ShareChat’s Bharat ki #FestiveFeeling Report

ShareChat recently released a report - ‘Bharat ki #FestiveFeeling’ that captures the interests and spending pattern of Bharat* this festive season.

According to the report released by ShareChat, every second Bharat user is willing to spend more during the festive period this year than they did last year, demonstrating the consumers’ willingness to spend significantly. As per the survey, at 44%, social media has emerged as the biggest purchase influencer for Bharat during the festive season. Furthermore, discounts and offers are major factors that influence 49% of Bharat’s purchase decisions.

During this festive season, 1 in 3 in Bharat is expected to spend over INR 20,000 and about 8% will spend over INR 100,000, boosting the overall ticket size of festive purchases. Apparels, mobiles and accessories, and jewellery are the top 3 shopping categories Bharat is expected to splurge on this festive season. Gifting is anticipated to be one of the top motivations for spending money during this festive period. 24% of Bharat wants to buy with the intention of gifting. Interestingly, 1 in 4 Bharat plan their festive shopping last minute and 76% are making decisions basis ads.

Brands, advertisers, and marketers can make the most of this increased demand as ‘Bharat ki #FestiveFeeling’ is a collation of festive consumer sentiments and trends, a valuable asset to build celebration-worthy strategies.

Also Read: Data: A look at Bharat Consumers – All you need to know about the Neo-Indian Consumer

The report's conclusions are based on primary data that was gathered through an online survey of 2,843 ShareChat users in 15 states of India who were between the ages of 18 and 40 and represented a male-to-female ratio of 70:30 gender split. It analyses Bharat's festive buying behaviour and takes a closer look into popular categories like e-commerce, automobile, beauty, and jewellery that Bharat will be purchasing this season.

Commenting on the Bharat ki #FestiveFeeling Report launch, Ajit Varghese, Chief Commercial Officer, ShareChat and Moj, said, “Bharat users are all set to bring in this festive season with renewed fervor, especially after the muted celebrations through the pandemic in the last two years. Social media plays a pivotal role for Bharat users today in purchasing decisions as it aids in product discoveries and recommendations. Users on ShareChat love to post and share festive wishes and greetings with their loved ones in their regional language. Our report deciphers the shopping sentiment of Bharat ahead of the festive season, which will give marketers a direction to plan their strategies on effectively engaging with the Bharat users.”

The report, Bharat ki #FestiveFeeling is an essential read for marketers to get Bharat-ready ahead of the festive season 2022.

Fill in the details and download ShareChat’s Bharat ki #FestiveFeeling report, here:

*Bharat – Social media users who prefer Indic languages as their main language for using social media

Data sources:

1. ShareChat Festive Survey 2022
2. GWI, Waves: Q4 2021, Q1 2022