Diwali shopping brings cheer to fashion retail

While retailers were not expecting this year much from Diwali to bring sparkling lights to their cash registers, consumers have proved them wrong. Though Onam festival in Kerala did not bring in expected sales boost, Diwali shopping across India has

brought in a much needed respite and cheer to fashion brands and retailers.

Diwali’s shopping booster

Retailers across cities witnessed a suddent rush of consumers buying apparel, footwear and accessories in larger numbers than expected, pushing up sales by 15 to 20 percent or more. Amid slow economy and high inflation, consumers went all out to shop for personal requirements as well as gifting. And even brands, retailers did everything for maximizing, from heavy discounts to longer discount periods, loyalty programs, value-based freebies such as meals, movie tickets or beauty treatments by partnering with companies to free parking, free home deliveries and so on.

Apparel retailers and brands such as Shoppers Stop, Future Group’s Central, Indian Terrain, Louis Philippe, Van Heusen, Max Retail… all witnessed heightened activity at their stores. While offline brand stores and malls have witnessed 20-25 percent growth this festive season, online players are way ahead with at least 60-70 percent rise in sales.

Cashing in on the festive boom

Another reason behind the boom in sales is an early onset of the festive season in October this year. Durga Puja, Dussehra, Eid, Diwali and now the wedding season… all these festivals and seasons following one after the other have brought much awaited boom to the retail industry.

Online shopping platforms were the real winners this time. Ease of shopping, wide reach, availability of wide choices coupled with discounts, cash back policies and freebies lured customers to ecommerce websites this Diwali.

Different web platforms came up with unique deals. During Navaratra and Dussehra festivals, Flipkart offered discounts upto 70 percent for a day, Snapdeal.com offered an additional 6 percent cashback on all prepaid transactions, whereas another leading platform Jabong.com unveiled a special catalogue of ethnic ensembles for different festivals like Durga Puja, Dussehra and Diwali. And Yebhi.com introduced daily offers on men’s apparels, footwear and others apart from a flat 25 percent discount on all other products on offer.