The festive season has proven to be a crucial time for businesses to take advantage of the increasing shopper intent. The eCommerce industry has seen a substantial transition in recent years. The retail landscape has changed as a result of the sharp increase in internet sales during these joyous occasions. E-commerce platforms recorded a nearly 40% increase in order volumes in 2024 compared to 2023.
India’s festive season is a marketing bonanza. From Navratri to Dussehra and beyond, consumers are eager to shop, gifting brands an opportunity to make big sales. But as competition intensifies, only the smartest strategies will stand out. In 2024, it’s not just about the festive discounts anymore—consumers are savvier, and so must your marketing be. Here are the top insights that will help your brand shine and stay ahead during this season of high demand.
Top marketing strategies for the upcoming festive season
1. The Rise of Video Commerce
Video shopping is rapidly becoming the new norm for Indian e-commerce. With 49% of Indian online shoppers engaging in video commerce, platforms like YouTube, Instagram Reels, and Shorts have become essential marketing tools.
Why? Videos allow brands to showcase products more interactively and engagingly. By utilizing shoppable videos and integrating influencer reviews or live product demos, you can create a 2.5x engagement boost. During the festive season, leveraging video is critical to driving awareness and conversion.
2. Omnichannel Shopping is Here to Stay
Shoppers today are navigating multiple channels before making a purchase decision. A staggering 80% of Indian consumers use 3+ channels during peak sale periods.
Whether it’s window shopping in a local mall, browsing online stores, or scrolling through social media, omnichannel shopping provides convenience. For businesses, this means creating a seamless experience across platforms—mobile, desktop, and offline. By blending online and offline marketing efforts, you’ll capture shoppers at multiple touchpoints, ensuring no sale opportunity is missed.
3. Influencers are Critical for Gen Z
The rise of social media has given influencers an authoritative voice, especially among Gen Z. A whopping 2 in 5 Gen Z consumers report that they trust influencers more than their friends when making purchase decisions.
Partnering with influencers who resonate with your brand can bring in authentic and relatable content, especially for festive promotions. Authenticity is key: influencer collaborations that showcase real usage of your products in a festive context can help your brand connect emotionally with younger audiences, driving both trust and sales.
4. Prepare for Non-Metro Growth
While metro cities remain key players, the biggest surge in sales during the festive season comes from Tier 2 and Tier 3 cities. In fact, over 75% of festive e-commerce sales now come from these growing markets.
Tapping into these regions with tailored campaigns can pay off significantly. Craft messaging in local languages, highlight regional festivities, and ensure your delivery logistics can keep up with demand. With the increasing internet penetration in rural areas, focusing on these cities can lead to untapped growth.
5. Invest in a Video + TV Combo
When it comes to increasing reach, the power of combining YouTube and Connected TV (CTV) campaigns is undeniable. The reach in rural areas increases by 1.8x when video content is streamed across devices.
This hybrid strategy lets you tap into consumers who spend a lot of time on CTV while also watching digital videos on mobile. Investing in a robust video+TV campaign for the festive season can significantly amplify your brand awareness, especially in regions where TV remains a dominant source of entertainment.
The Festive Marathon
The festive season is no longer a quick sprint; it’s an extended period of opportunity for brands. In 2024, a comprehensive marketing strategy that incorporates video, omnichannel tactics, influencer partnerships, and rural reach is essential. Now is the time to start planning your festive campaigns so that you’re ready to dominate the season when it hits.
FAQs
1. Why should I focus on video commerce for the festive season?
With 49% of Indian e-commerce users turning to video shopping, platforms like YouTube and Instagram Reels offer a dynamic way to engage with your audience, driving better conversions during the festive season.
2. What does omnichannel marketing mean for my business?
Omnichannel marketing ensures that your customers have a seamless shopping experience across multiple platforms (online and offline), helping you capture sales at various stages of the customer journey.
3. How can influencer marketing help my brand during the festive season?
Influencers, especially among Gen Z, hold significant sway in purchasing decisions. Partnering with influencers can create authentic and relatable festive content, driving both brand trust and sales.
4. Why is non-metro growth important?
With over 75% of festive sales coming from Tier 2 and Tier 3 cities, targeting non-metro regions can help you tap into a growing and under-served market.
5. How does the video + TV combo help in rural markets?
Combining video content on platforms like YouTube with Connected TV ads increases brand reach by 1.8x in rural areas, helping you extend your presence where TV remains a primary entertainment source.
