The local Kirana is still preferred for Diwali Shopping

The local Kirana is still preferred for Diwali Shopping


Velocity MR one of India’s leading market research and data analysis companies just announced the results of their pan India study to monitor consumer purchase patterns for Diwali. The study covering Delhi, Kolkata, Chennai, Mumbai, Bangalore, Pune, Ahmedabad, Jaipur, and Patna had a sample size of 2028 adults in the age group of 25 to 55 with a 60:40 split between women and men respectively.
The study was conducted by Velocity MR to monitor shifting trends in shopping in the age of the internet and online shopping. The study clearly reflects that despite the advances in technology, Indians prefer to stick to tradition when it comes to important festivals like Diwali.
Adds Jasal Shah, Managing Director & CEO of Velocity MR, “Diwali is the most celebrated festival in India and is symbolic of Indian culture the world over. This festival brings every Indian back together with their closest family and makes them want to do everything traditional and ritualistic. This is probably the month that results in the maximum shopping as a result in the country with Dussehra and Diwali back to back.”

Highlights of the Study

  • Indians prefer buying sweets from regular shops than buying it online as 76% buys from regular sweet shops and only 30% buys it online
  • Diwali means home for India as 82% of people intend to celebrate Diwali at their homes followed by a very small chunk mentioning the native place, resorts etc.
  • It seems Diwali brings families together as 92% of the people intend to celebrate Diwali with parents
  • 90% of the people exchange sweet boxes during Diwali followed by chocolates (76%), dry fruits (69%), new clothes (55%)
  • 87% of the people buy new clothes during Diwali, followed by purchasing gifts/decoration items, crackers
  • India buys gifts majorly for family members during Diwali as 95% of the people purchase gifts for immediate family. A very smaller group purchases gifts for their work colleagues, charitable organizations & temples.
  • Office Appliances are the least desired gift for Diwali with only 11% of people looking for them whereas sweet boxes are the most desired one (78%)
  • Happiness is wished as the highest wishes for the upcoming year along with good health
  • The top memories have been missed the most are bursting crackers, missing friends, having fun, sweets & celebrating with family
  • Close to two-thirds respondents wish there were less noise & firecrackers during Diwali indicating increasing awareness & concern about sound & air pollution
  • 90% of people are aware of the Supreme Court ban on the sale of a firecracker in Delhi
  • 66% of people are positively supporting the Supreme court ban on the sale of firecrackers as it would be pollution free & noise free Diwali but 42% feel that kids won’t be able to enjoy the fun of bursting firecrackers whereas 37% feel Diwali without firecrackers will lose it charm
  • Cleaning the house ranks the highest in Diwali preparations with 92% of the people indulging in it followed by shopping Diwali grocery (88%), new clothes (86%) and making sweets (85%)
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