CPM India, a leading field marketing and retail solutions provider, conducted an extensive festive shopping survey across 1,000 retail stores in India from October to December 2024. The study highlights how consumer behaviour, promotional strategies, and top brands shaped the festive season in 2024. Notably, shoppers aged 45-55 years dominated the festive shopping landscape, followed by the 35-45 age group.
Key findings
- Early Promotions Drive Sales: 65.55% of retailers reported that early festive promotions significantly boosted sales, with 40.5% of stores starting campaigns 15-30 days before the festival.
- Late–Night Shopping: 47.73% retailers mentioned that their peak footfall and sales (57.79%) were achieved during the late hours from 7pm-10pm, whereas 37.15% said that 4pm-6pm time slot was the busiest.
- Top Brands and Gifting Trends: Cadbury’s led the gifting category, accounting for 24.39% of sales, while chocolate gift packs emerged as the season’s top choice, contributing to 55.56% of total gifting sales.
- Growth in Festive Gift Pack Sales: 81.92% of retailers noted better sales of festive gift packs compared to the previous year, highlighting a strong consumer preference for curated gifting options.
- Promotions That Worked: Discounts on MRP were identified as the most effective promotional strategy (44%), followed by “Buy One Get One Free” offers (30.44%).
Commenting on the findings, Hitesh Kakar, CEO of CPM India, said, “The festive season continues to be a critical period for retailers across India. Our survey highlights how early promotions, curated gifting options, and innovative pricing strategies played a pivotal role in driving consumer engagement and sales this year. These insights are invaluable for brands as they plan their strategies for the coming year.”
