Benori Knowledge has recently come out with a survey-led report that gauges consumers' shopping behaviours and spending habits this upcoming festive season

1. Festive Buying Behavior Survey 2022
September 2022

2. Introduction
Shopping behavior/pattern has changed a lot in the last two years. 2019 was the last “normal” festive season which was followed by
lockdown and affected consumer behavior indelibly. 2021 brings a host of economic concerns such as rising fuel prices, inflation, rising
GST, lack of supply, etc. The year 2022 brings new hope to consumers, who look forward to this festive season with renewed
enthusiasm.
Online festive sales in India is predicted to grow significantly this year, driven by competitive prices, ease of returns, increase in the
festive sales/deals/offers among the buyers, growing reach, targeted selection and expansion of products within the affordability
range of the buyers.
Summary
Benori Knowledge conducted an online survey, ‘Festive Buying Behavior Survey 2022', to understand buyers’ patterns, choices, and
spending in the upcoming festive season. Over 1,000 people participated in the survey, across 3 major cities of India (Delhi NCR,
Bangalore and Mumbai) covering 3 regions of India (North, South, and West).
The results found that 67% of Indian consumers are planning a purchase during the upcoming festival season with an increased
budget due to the following reasons:
• Return to normalcy/core certainty (after COVID) – 61%
• Increase in income – 42%
• Discount deals available are good during the festive season – 35%
➢ Demographics
Gender Mix
Age Mix
65% of buyers we surveyed are between the ages
of 26-45, followed by 29% of buyers aged 18-25.
The remaining 7% belong to the age group 46+.
Income Mix
All income level consumers are equally excited about festive shopping. The only difference is in their spending and need.
The annual income of the consumer surveyed by Benori Knowledge ranges from less than 10 lakhs to more than 30 lakhs.
Shift or change in purchase budget/preferences
Delhi/NCR Mumbai Bangalore
Income Group Bangalore Delhi/NCR Mumbai
Above INR 30 lakhs 30% 18% 24%
INR 10 - 20 lakhs 21% 28% 27%
INR 20 - 30 lakhs 36% 21% 26%
Less than INR 10 lakhs 13% 34% 24%
51% 49% 54% 46% 50% 50% 48% 50%
25% 39%
22%
17%
43%
42%
51%
15%
27%
7% 4% 9%
Bangalore Delhi-NCR Mumbai
46 and above 36 - 45 years 26 - 35 years 18 - 25 years

3. 44% of buyers estimated their budget above INR 25000.
Budget estimated by 39% of buyers for this year’s festive season shopping is INR 10,000 to 25,000 while for 25% buyers it is INR
25,000-40,000. For 17% it is less than 10,000, for 14% it is between 40,000-60,000 while for 6% the budget is more than 60,000.
• 52% Delhi shoppers kept their budget between INR 10,000-25,000 while for 21% it is below INR 10,000
• 38% Bangalore shoppers kept their budget between INR 25,000-40,000 and for 37% Bangalore shoppers the estimated
budget is INR 10,000-25,000
• 27% Mumbai shoppers estimated their budget between INR 10,000-25,000 and 22% Mumbai shoppers estimated their
budget as INR 40,000-60,000
67% of shoppers believe their budget will increase during the upcoming festive season while 26% believe their shopping budget will
remain unchanged from last year.
• 43% of Delhi/NCR consumers expect no change in budget for this year's festive season, while 82% of Mumbai consumers
and 71% of Bangalore consumers expect their budgets to increase
➢ Reason for increase in budget
Post pandemic, this will be the first normal festive season where people can celebrate and enjoy the festivities with their family and
friends without any restrictions.
Top three reasons for increase in budget
Out of the total respondents surveyed, 32% mentioned pent-up needs as one of the reasons for increased budget.
33% of Mumbai shoppers and 27% of Delhi/NCR shoppers cited pent-up needs as one of the reasons for increased festive budget.
Budget estimated for this year’s festive shopping Bangalore Delhi/NCR Mumbai
Above INR 25000 52% 27% 54%
Delhi/NCR
• Return to
normalcy – 48%
• Increase in income
– 45%
• Discounted deals
– 35%
Mumbai
• Return to
normalcy – 57%
• Increase in
income – 53%
• Discounted
deals – 52%
Bangalore
• Return to
normalcy – 77%
• Pent-up needs –
34%
• Increase in
income – 27%
• Among the buyers who estimated an
increase in budget, 55% have an annual
income of more than INR 20 lakhs, while
45% have < INR 20 lakh annual income
• 36% of buyers expecting an increase in
budget by INR 10,000-25,000 this year
followed by 27% buyers with an estimated
budget ranging from INR 25,000-40,000.
24% have a budget above 40,000 and 13%
have a budget below 10,000
61% Return to normalcy/core certainty (after COVID)
42% Increase in Income
35% Discounted deals/Schemes offered
1% 9% 12%
71% 48%
82%
28%
43%
6%
Bengaluru Delhi-NCR Mumbai
Estimated Budget
Decrease Increase No change

4. What will consumers buy during this festive season?
After two years of low-key celebrations, India is gearing up for the 2022 festive season, where sales of home appliances and durables
are expected to grow by up to 35%.1
➢ Top categories/products in the bucket list of buyers for this year
Fashion wear/fashion accessories and home appliances and electronics emerged as the top two categories in the shopping list of
buyers.
Where will the consumers buy these products?
Online sales in India during the festive season of 2022 is expected to increase by 28% from last year and it will reach $11.8 billion.
Surprisingly, the upcoming festival season and the retail opportunities it brings can be a huge opportunity for e-commerce and an
optimistic time for e-commerce sellers. Consumers intensively use online portals for shopping.2
1
Economictimes
2
News minute
Home appliances and
electronics
Home furnishing and
decor
Mobile and accessories
Fashion wear/Fashion
accessories
76% 59% 45% 43%
Bangalore
Mumbai
Delhi/NCR
86% 71% 56%
Fashion wear/Fashion
accessories
Home appliances and
electronics
Home furnishing and
decor
73% 49% 47%
Fashion wear/Fashion
accessories
Home appliances and
electronics
Mobile and accessories
69% 58% 49%
Fashion wear/Fashion
accessories
Home appliances and
electronics
Home furnishing and
decor
Gold and Silver
39%

5. ➢ Preferred mode for shopping
81% consumers prefer major e-commerce platforms as their mode of
shopping for all the three regions, while 37% of the consumers still
prefer to purchase products from dedicated brand stores.
• For all the three regions, e-commerce platform is coming out to be
the most preferred more for this year’s festive shopping
o Bangalore – 89%, Delhi/NCR - 81%, Mumbai – 73%
• Category specific platform is the second most preferred mode of
purchase
o Bangalore – 58%, Delhi/NCR – 57%, Mumbai – 53%
• In order to avail more discounted deals while making an online
purchase, consumers prefer buying products through
o Credit card-based offers (60%)
o Debit card-based offers (55%)
o Coupon-provider platforms such as GrabOn, CouponDuniya, CashKaro, etc. (51%)
City TOP 3 preferred payment mode to avail more discounted deals
Bangalore Credit card-based offers
68%
Coupon-provider platforms
66%
Debit card-based offers
56%
Mumbai Credit card-based offers
55%
Coupon-provider platforms
48%
Brand/Product wise Combo Offers
44%
Delhi/NCR Debit card-based offers
66%
Credit card-based offers
56%
Cart discounts provided on min. amount
50%
Factors considered while making a purchase
The consumers consider various factors including product specifications, price quoted, availability of the product, quality, convenience,
brand value, trends etc. while making a purchase. From our survey to top 3 factors quoted by the consumers are: Great deals /offers,
Brand value and Budget.
Factors impacting buying decisions
➢ Expectations of consumers from Brands
After two years of low-key celebrations, consumers are looking forward to celebrating this festive season with renewed enthusiasm.
This provides a great opportunity for brands to engage with their audience and increase awareness and their purchase intent.
City Factors considered while making a purchase
Bangalore
Brand value
68%
Great offers/deals
65%
Latest trends
43%
Mumbai
Budget
49%
Great offers/deals
48%
Need
41%
Delhi/NCR
Budget
59%
Need
51%
Great offers/deals
49%
38%
Brand
websites
and apps
81% Major e-
commerce platform
56%
Category
specific
platform
50%
Brand value
47%
Budget
54%
Great
offers/deals

6. As per our recent survey, the top 3 brand expectations are:
Importance of Sustainability
76% of consumers feel product sustainability is an important factor when purchasing. However, 8% are not concerned about
sustainability. The remaining 16% showed moderate interest in sustainable products.
Buyers from South (87%) are very conscious about sustainability of products and environment, followed by West (73%). However, only
69% buyers from North are concerned about the product sustainability.
➢ Consumers contribution towards sustainability
As interest in sustainability grows, people tend to choose brands that produce sustainable products or participate in some kind of
sustainability-related initiative.
Major contributions by the consumers
Additional data cuts –
Top categories to be purchased by income group-
Income group Top Categories to be purchase
Bangalore Delhi/NCR Mumbai
< INR 10 Lakhs • Fashion wear/fashion
accessories – 98%
• Home appliances and
electronics – 89%
• Home furnishing and décor –
73%
• Fashion wear/fashion
accessories –73%
• Home appliances and
electronics – 53%
• Home furnishing and
décor – 47%
• Fashion wear/fashion accessories –71%
• Home appliances and electronics – 48%
• Mobile and accessories – 39%
INR 10–20 Lakhs • Fashion wear/fashion
accessories – 93%
• Home appliances and
electronics – 76%
• Home furnishing and décor –
65%
• Fashion wear/fashion
accessories –72%
• Home appliances and
electronics – 79%
• Fashion wear/fashion accessories –81%
• Home appliances and electronics – 62%
• Gold and silver wear – 52%
Delhi/NCR
• Buy from brands that
sell or commit to
sustainable products
– 75%
• Buy from brands that
use sustainable
packaging – 68%
• Buy from brands that
reports its sustainable
initiatives – 54%
Mumbai
• Buy from brands that
sell or commit to
sustainable products
– 70%
• Buy from brands that
use sustainable
packaging – 63%
• Buy from brands that
reports its sustainable
initiatives – 54%
Bangalore
• Buy from brands that
sell or commit to
sustainable products
– 88%
• Buy from brands that
reports its sustainable
initiatives – 68%
• Buy from brands that
use sustainable
packaging – 59%
Buy from brands that use
sustainable packaging
63%
Buy from brands that
reports its sustainable
initiatives
59%
Great Deals Super Shopping Experience Variety of Products
47% 22% 22%
Buy from brands that sell or
commit to sustainable
products
78%

7. • Home furnishing and
décor/Gold and silver
wear – 43%
INR 20-30 Lakhs • Fashion wear/fashion
accessories – 79%
• Home appliances and
electronics – 75%
• Home furnishing and décor –
51%
• Fashion wear/fashion
accessories –70%
• Home appliances and
electronics – 68%
• Mobile and
accessories – 51%
• Fashion wear/fashion accessories –81%
• Gold and silver wear – 53%
• Mobile and accessories – 50%
> INR 30 Lakhs • Fashion wear/fashion
accessories –83%
• Home appliances and
electronics – 57%
• Gold and silver wear – 51%
• Home appliances and
electronics – 68%
• Home furnishing and
décor – 63%
• Fashion wear/fashion
accessories –53%
• Fashion wear/fashion accessories –68%
• Mobile and accessories – 49%
• Home appliances and electronics – 41%
Top categories to be purchased by age group-
Age group Top Categories to be purchase
Bangalore Delhi/NCR Mumbai
18-25 Years • Fashion wear/fashion
accessories – 98%
• Home appliances and
electronics – 69%
• Home furnishing and décor –
58%
• Fashion wear/fashion
accessories –72%
• Home appliances and
electronics – 59%
• Home furnishing and
décor – 45%
• Fashion wear/fashion accessories – 62%
• Mobile and accessories – 47%
• Home appliances and electronics – 37%
26-35 Years • Fashion wear/fashion
accessories – 95%
• Home appliances and
electronics – 76%
• Home furnishing and décor –
56%
• Fashion wear/fashion
accessories – 68%
• Home appliances and
electronics – 58%
• Home furnishing and
décor – 49%
• Fashion wear/fashion accessories –80%
• Home appliances and electronics – 56%
• Mobile and accessories – 47%
36-45 Years • Fashion wear/fashion
accessories – 79%
• Home appliances and
electronics – 71%
• Home furnishing and décor –
56%
• Fashion wear/fashion
accessories – 65%
• Home appliances and
electronics – 61%
• Home furnishing and
decor – 53%
• Fashion wear/fashion accessories –76%
• Gold and silver wear – 55%
• Home appliances and electronics – 53%
46+ Years • Home appliances and
electronics – 71%
• Fashion wear/fashion
accessories – 67%
• Home furnishing and décor –
50%
• Home furnishing and
décor – 77%
• Gold and silver wear –
69%
• Fashion wear/fashion
accessories – 62%
• Fashion wear/fashion accessories –58%
• Mobile and accessories – 42%
• Gold and silver – 39%

8. Preferred places to purchase products by income group-
Income group Top places to purchase products
Bangalore Delhi/NCR Mumbai
< INR 10 Lakhs • Major e-commerce
marketplaces– 91%
• Nearby traditional
departmental store – 70%
• Category specific platforms –
64%
• Major e-commerce
marketplaces– 83%
• Dedicated brand
stores – 39%
• Nearby traditional
departmental
store/Category
specific platforms –
38%
• Major e-commerce marketplaces– 67%
• Brand websites and apps – 48%
• Category specific platforms – 43%
INR 10–20 Lakhs • Major e-commerce
marketplaces– 92%
• Category specific platforms –
59%
• Nearby traditional
departmental store – 51%
• Major e-commerce
marketplaces– 83%
• Category specific
platforms – 54%
• Brand websites and
apps – 45%
• Major e-commerce marketplaces– 87%
• Category specific platforms – 60%
• Brand websites and apps – 44%
INR 20-30 Lakhs • Major e-commerce
marketplaces– 88%
• Nearby traditional
departmental store – 59%
• Category specific platforms –
53%
• Category specific
platforms – 75%
• Major e-commerce
marketplaces– 72%
• Brand websites and
apps – 49%
• Major e-commerce marketplaces– 70%
• Category specific platforms – 58%
• Brand websites and apps – 44%
> INR 30 Lakhs • Major e-commerce
marketplaces– 87%
• Category specific platforms –
61%
• Nearby traditional
departmental store – 55%
• Major e-commerce
marketplaces– 87%
• Category specific
platforms – 77%
• Brand websites and
apps – 55%
• Major e-commerce marketplaces– 66%
• Category specific platforms – 51%
• Brand websites and apps – 38%
Preferred places to purchase products by age group-
Age group Top places to purchase products
Bangalore Delhi/NCR Mumbai
18-25 Years • Major e-commerce
marketplaces– 94%
• Category specific platforms –
64%
• Nearby traditional
departmental store – 62%
• Major e-commerce
marketplaces– 82%
• Category specific
platforms – 59%
• Brand websites and
apps – 45%
• Major e-commerce marketplaces– 58%
• Category specific platforms – 48%
• Brand websites and apps – 44%
26-35 Years • Major e-commerce
marketplaces– 93%
• Category specific platforms –
58%
• Dedicated brand store – 45%
• Major e-commerce
marketplaces– 81%
• Category specific
platforms – 60%
• Brand websites and
apps – 44%
• Major e-commerce marketplaces– 79%
• Category specific platforms – 57%
• Brand websites and apps – 48%
36-45 Years • Major e-commerce
marketplaces– 86%
• Major e-commerce
marketplaces– 80%
• Major e-commerce marketplaces– 81%
• Category specific platforms – 57%
• Brand websites and apps – 43%

9. • Nearby traditional
departmental store – 60%
• Category specific platform –
56%
• Category specific
platforms – 49%
• Brand websites and
apps/Dedicated brand
stores – 45%
46+ Years • Major e-commerce
marketplaces– 83%
• Nearby traditional
departmental store – 63%
Category specific platform –
50%
• Major e-commerce
marketplaces– 92%
• Dedicated brand
stores – 62%
• Brand websites and
apps – 54%
• Major e-commerce marketplaces– 55%
• Category specific platforms – 39%
• Dedicated brand stores – 35%