Affordable Fashion, Premium Electronics Fuel Festive Sales

Bengaluru: As India kicked off online festive season sales, affordable fashion and premium electronics emerged as the top-performing categories, as private consumption surged especially in the rural parts of the country, a report showed on Thursday.

The festive season sale in the first leg on various online e-commerce platforms reached over Rs 54,500 crore.

From September 26 to October 6, unbranded and value segment in women’s apparel, daily-wear jewellery and kids’ fashion also saw significant growth, with a notable boost from tier 2 markets and beyond, according to the report by Redseer Strategy Consultants.

Kushal Bhatnagar from Redseer said that e-commerce festive sales this year have shown dynamic growth patterns, building on the momentum from last year.

“In 2023, the nine-day festive event saw approximately 19 per cent YoY growth over 2022. This was primarily driven by high average selling price (ASP) purchases such as mobiles, electronics and large appliances, contributing to about 67 per cent of the sales,” he noted.

However, the 2024 festive season has been different.