1.

Introduction

1.1. What is festive or holiday marketing?

Holiday marketing is a strategy for attracting customers' attention, providing them with
additional valuable offerings, and dramatically increasing income over the holiday season
using various marketing channels. As a result, the primary goal of holiday marketing is to
attract as many people as possible and create as much income as possible from them by
providing them with appealing discounts and offers.

Holiday marketing is the production of campaigns centred on specific holidays and

distributed through various media, primarily around the end-of-year and Christmas seasons.
It usually entails promoting specific seasonal discounts in order to boost income during the
event.

What do St. Valentine's Day, Halloween, Super Bowl Sunday, Eid, Christmas, and Diwali
have in common? They're all big holidays in different markets, which means they're great
ways to boost sales and revenue. Your target audience may be celebrating one or more
holidays every month, which requires them to buy gifts, organise parties, go on vacations,
need decorations etc. At that very moment, you may have just the right product or service to
cater their needs and wants. As a marketer, the first thing to consider is which holidays you
should concentrate on in order to increase your time, energy, and cash. But, before we dive
into what a company’s year’s worth of holiday marketing, let’s quickly find out what holiday
marketing actually is.

Holiday marketing, often known as seasonal marketing, is the intensive promotion of a

brand, product, or service around a specific holiday through the use of methods and
channels. Consumers get attracted to purchase special and discounted deals products that
are typically designed for that special period, prior to, during or even continues after that
holiday shopping. Branding is a crucial component of holiday marketing because it allows
businesses to increase brand awareness while capitalising on the natural buzz that
surrounds a holiday or event.

People begin to make purchases in greater numbers throughout the Festive season, making
it the ideal time to maximise earnings. You must have a good marketing plan in order to
attract the most clients and grow sales and money. There are a few things to think about
while designing a holiday marketing strategy. As more people shop on their phones, mobile
shopping is becoming more popular.

1.2. Ways to do festive marketing marketing and its fundamentals

The early advertising of bargains and offers among shops is the most typical online
marketing trend noticed throughout the Festive season. Because this is the peak selling
season for US merchants, early promotion is done to maximise revenue. In 2019, a bigger
percentage of American shoppers began their Christmas shopping before the month of
December. And in India, the Diwali month celebration campaign began in October, with
discounts discovered throughout internet sources such as Facebook, shopping apps, and
other platforms.
1- Create a plan:
Crafting a powerful plan is very important for achieving any goal, the same is the case of
holiday marketing. Any goal can be achieved with the help of a strong plan, and Holiday
marketing is no exception. For greater outcomes, you'll need to develop a plan and a strong
marketing approach. A marketing strategy becomes successful when it is well-planned and
executed properly. Different types of marketing channels are available, and one must
choose the finest among them.

2- Collect useful Data/Analyze previous campaigns:

It is critical to learn from user behaviour and previous experiences in order to create an
effective marketing plan. So gather as much data as possible ahead of time to provide
customised and targeted offers to your customers. Customise membership forms to collect
important information for future holiday marketing. Learn what your users would expect from
your holiday letters by using data from previous campaigns. Make an effort to meet their
needs with tailored proposals and complete personalization. While 2020 may not have been
the most typical year in history, it's still necessary to look back at historical trends in your
industry. Go through the times where there were peaks in traffic and sales during the
timespan that will help you plan your campaign’s agenda. You may also see which channels
were the most effective at driving traffic and converting visitors.

3- Electronic Mail (Email) Marketing Campaign:

During the holiday season, email marketing is one of the most effective marketing methods.
Templates for different events, such as New Year's Day, Black Friday, and Christmas, will
be attracted by using well-crafted emails. Creating emails that look for your buyers, anything
that resonates with the purchase process. And not just provide your customers with a
common generous holiday scheme. However, you must also provide them with spirit and
positive vibrations.

4- Reach your Customers at Perfect Timing/Start planning early: Pitching customers on a

regular basis is not a strong marketing strategy. It's critical to create a marketing strategy
and reach out to customers at the correct time and in the right way for effective marketing.
It's a prevalent misperception that Holiday shopping takes place exclusively near the event's
date. According to statistics, 38% of individuals begin their holiday shopping before the end
of October. By Thanksgiving, which is widely seen as the start of the Christmas season,
another 23% had already begun.

5-Aim to achieve your goals:

Set goals for what you want to achieve with Holiday marketing and what resources you have
available to help you achieve them. Set reasonable goals and determine which types of
discounts will benefit you and your consumers.

6-Don’t be too frequent:

Your customers may become unhappy if you send too many proposals. So the greatest
strategy is to send them the appropriate message at the appropriate moment. This will be
more effective and will persuade more customers to buy.

7-Campaigns that work even after Holidays are over:

Don't let Black Friday, Cyber Monday, or Christmas put an end to your holiday promotion
efforts. Create effective holiday tactics to increase the number of holidays you have.
Targeting example, if you own a vegetarian restaurant, create a World Animal Day holiday
promotion for vegetarians.

8-Mobile ecommerce:
Nearly 73 percent of ecommerce sales will be made on mobile devices by 2021, according
to estimates. Given this figure, you have no choice but to make your holiday marketing
approach smartphone friendly. (This is especially true during the holiday season, when
everyone is pressed for time.) It should be a primary concern to ensure that your campaigns
and website are responsive.

9-Sustainability:
According to the Capgemini Research Institute, in 2021, 80% of consumers will make
purchasing decisions based on environmental factors. Sustainability, of course, is a long-
term undertaking that can't/shouldn't be made up simply for your holiday marketing
campaign. Instead, use this as an opportunity to showcase any sustainable achievements
your company has done. It will have a significant impact on sales, and customers will be
more inclined to choose your company over others.

10-Free shipping:
Finally, let's not forget the power of free shipping. When customers were asked which
holiday promotional offers appeal to them the most, free shipping came in second behind
price cuts, according to a Deloitte survey released in 2019. To create a sense of urgency,
consider holding a time-limited, flash sale on free shipping. To avoid dissatisfied customers,
ensure your delivery timings are clearly stated in your messaging.

11- Select your channels:

The most effective holiday marketing strategy is a multi-channel, holistic approach. By using
email marketing, sending tailored messages to customers who have already demonstrated
interest in your organisation is really advantageous. Meanwhile, SMS marketing helps you to
capture customers' attention immediately, such as with a limited-time offer. Social media
networks, on the other hand, allow you to reach a broader audience. And, if your budget
allows, consider paid promotion, such as Facebook advertisements, to boost your visibility
and cut through the clutter.

12-Make a schedule: It's critical to plan out what you want to do and when you want to do it
before you start constructing your campaign. Here are some important stages to consider for
your Festive campaign:
● Building your list You can set yourself up for success before you begin your campaign by
gaining subscribers to target once it's live. Create signup forms that entice people to provide
their information so they may be the first to know about upcoming specials and offers. This
also aids in determining what certain clients are seeking for.
● Increasing public awareness While you would not want to begin your holiday deals before
your clients have even begun to think about holiday shopping, you can build curiosity ahead
of schedule. Your brand and items will get traction if you create a teaser campaign.
● Promote your offers Once the festive season has arrived, it's time to promote your deals
via customised advertising on your preferred platforms.
● Follow-up with customers:
Don't be tempted to sit back and relax once the discounts are done! Holiday specials are
excellent for gaining new consumers, but retention is critical to reaping the full advantages.
This implies you'll have to show your new consumers some love and persuade them to
come back to you. For example, give them a discount on their next transaction in the new
year.

13-Emotional appeal:
Diwali, Christmas, Eid, and other seasonal holidays are all emotional occasions. It's the time
of year when we spend the most time with our families and reflect on those who are no
longer with us. These emotions can be used by retailers in their Holiday marketing initiatives.
Provoke customers to make emotional purchases—which have been found to be 3,000
times faster than rational ones—whether it's by producing a sense of nostalgia or pure
enjoyment. John Lewis, a British department store, has mastered the art of emotional
Holiday advertisements. Every year, the debut of its holiday video is eagerly awaited. Every
commercial, from Edgar the exuberant dragon to its new "Give a Little Love" campaign,
nearly guarantees that consumers will take to Twitter to report how much it made them cry.

14- Donate towards the local community:

When a shopper is considering purchasing from a new retailer, there are numerous factors
to consider. One of them is whether the brand has a mission. Customers are four times more
inclined to buy from firms with a strong sense of purpose, according to research. Working
giving back to your local community into your Holiday marketing strategy is a great way to
capitalise on the season of giving. It not only demonstrates your commitment to a cause, but
it also makes buyers feel less bad about their purchases. They might be more willing to
spend if they know a portion of their money would help someone or something in need.

15-Discounts and Special Offers:

When it comes to sale preferences, we notice that consumers prefer offers that result in
direct discounts or cash benefits over offers that result in indirect discounts or cash benefits.
A quarter (25%) of consumers said a 'flat 50% off' discount would attract them to buy a
product, while half (13%) said the same for offers like 'up to 50% off' and 'flat 25% off.'
People, on the other hand, claimed they are least likely to respond to promotional offers
such as 'up to 10% discount,' 'flat 10% off,' and 'buy three, get one free.' When asked how
these promotions affect their image of brands, 64 percent said they are enthusiastic about
firms that often give discounted prices and promotional offers, and 90 percent indicated they
are loyal to such brands. Clothing is the most commonly purchased item during a bargain,
with 70% stating they plan their clothing buying during a sale. Other common things
purchased around promotional offers include gadgets (64 percent) and appliances (54
percent).

1.3. Why is Holiday marketing strategy important?

What are the benefits of having a holiday marketing strategy for your company?
Holiday marketing, regardless of your product, business, or target audience, has the
potential to generate significant revenue for your company.

Campaigns that try to capitalise on customers looking to make holiday purchases are a
fundamental feature of Christmas marketing, as the above description illustrates.
For a variety of reasons, holiday marketing has the potential to boost sales:

● The demand for goods and services is higher than normal. More clients are actively
looking to buy throughout the holiday season, making your job as a marketer much easier.
● Campaigns have a deadline. Holidays aim on a specific time period, creating a sense of
urgency among customers, motivating them to buy.
● Holiday cheer is in the air. An excellent sales strategy is to use emotion-driven holiday
marketing campaigns to leverage on your customers' festive attitude.

However, because of the focus on seasonal sales, it's easy to forget that this isn't the only
benefit of holiday marketing. Other major chances for your business during the holidays
include:
● New client acquisition: Holiday advertising can improve brand awareness and draw
customers to your business who might be less interested outside of the holiday season, in
addition to just securing sales.
● Relationship building with consumers: The final season is ideal for relationship marketing.
For example, you may give a complimentary gift or an exclusive discount to your regular
customers to reward them for their support over the last year.
● Put a human face on your brand: By sending Festival greetings to your customers, you
can make your marketing feel more personal, which will help you build the trust needed to
keep loyal customers.

Holidays are a unique occasion when most people purchase a variety of items ranging from
food to clothing. The buyer base automatically increases throughout the Holiday season, and
it is a wonderful opportunity to gain new customers. As a result, a distinctive and successful
holiday marketing approach that can reach a wide range of audiences is required. Here are
a few reasons why Christmas marketing is necessary.

1-Shopping is a part of holiday rituals. Festivals are a time to get together with family and
friends to celebrate. During the festive season, individuals begin making preparations many
days in advance of the festival's arrival. They used to go out and buy new stuff for their
home, clothes, and other necessities. As a result, shopping is an essential element of every
occasion.

2-Encourages creativity It's difficult to get people's attention during the busy Holiday season.
To attract knowledgeable customers, organisations and marketers should stretch their
creative skills and generate relevant and emotive content.

3-Beneficial for both brands and customers Customers are rewarded with appealing gifts
and discounts as a result of holiday marketing, while the company is rewarded with improved
revenue and reputation. The holiday season is characterised as the "happiest time of the
year." It's also recognised as the busiest for retailers. Between Black Friday and Christmas
Day, over a third of all retail purchases take place. It's the most anticipated shopping season
of the year, topping out Amazon Prime Day and other gift-giving holidays like Mother's and
Father's Day.
The holiday shopping season will be here even before you know it. However, in order to
acquire a piece of the $789 billion consumer spending pie over the holiday season, you'll
need a marketing plan to get the attention of potential customers.

How brands can stand out during festive sales India

It is known for its festivities. It's also a land brimming with opportunity for brands and
enterprises to take advantage of these festivals and reach a wider audience. Festivals
generate a wide range of emotions, which lead to people spending money on new items and
new experiences. It's no surprise that marketers all over the world look forward to the holiday
season since it allows them to incorporate the many connections of India's festivals into their
brand marketing. While the festive spirit never goes out of style in this town, now is the time
of year when people look forward to it the most.

However, with the introduction of e-commerce-based purchasing, customers are always

spoilt for choice. To make matters more problematic, the customer's desire for more
pleasure in terms of a brand's offers is fueled by never-ending discounts and various types
of sales.

So, how do we make sure that your business not only stands out, but also takes advantage
of India's busy festive season?

While marketers may overthink and complicate this opportunity, the solution is
straightforward: adhere to the basics with a sprinkle of personalization, customization, and
innovation in current ways.

The first step is to reach out to them well ahead of the holiday season, rather than during
peak season, in order to spark their interest in your business before your competition.
Showing your clients why they should buy from you regardless of the holiday season, but
simultaneously connecting your offers with the holiday rush, can help you become a
customer's evergreen brand. Listen to client expectations throughout the year, and during
the festive season, play with the festival's related colours, themes, and stories for a more
personalised experience.

“Cadbury” is an excellent example of an everlasting brand. 'Cadbury Celebrations' takes

responsibility for making festivals more memorable with their chocolate boxes during the
festive season, and it has always played on the idea of 'the joy of gifting.

As previously stated, begin with the fundamentals. Even during the holiday season, play to
your strengths while delivering. Aligning the festival's essence with your brand's is a smart
positioning approach because people already perceive you that way, and boosting your
participation at the festival will only serve to attract more customers. In India, for example,
the holiday season would be completed without the exchange of sweets. On occasions like
Navratri, brands like 'Haldirams' and 'Bikanerwala' provide festive-specific packaging, gifting
baskets, and even customised menus. While other food firms may find it impossible to
implement this level of personalization, it gives these Indian brands a competitive advantage.
Next, keep your discounts and offers as straightforward as possible. It may be monotonous,
but big and bold messaging works. If you have a limited budget, like most firms had during
the pandemic, attempt to target a smaller group of people and make a strong impression on
them. Another technique to make optimal use of money is to know where your customers
are (concentrated at) and spend wisely on customer acquisition. Customers are frequently
looking for variety and bargains, which multi-brand stores may provide. Companies should
redirect their investment toward retail and e-tail visibility and interaction rather than
significant amounts in celebrities, TVCs, and print advertisements in order to break through
the clutter among many brands in the same category

Not to mention, this year's holiday season gives a unique opportunity for businesses to
recuperate from the losses incurred during the pandemic. However, in addition to the tried-
and-true methods, firms must implement fresh strategies to attract clients.

The way forward for brands is to provide a holistic omnichannel experience with a special
focus on targeting through digital media. People are glued to their phones in this post-
pandemic environment, so consistent and true connection is only possible through social
media and other online platforms. With internet usage increasing by 50-70 percent, brands
must establish a strategic online presence. Sms and email marketing, push notifications,
social media campaigns, and video campaigns are all basic requirements for a brand today
when it comes to reaching out to customers digitally, but by using some creative techniques
like voice marketing, gamification, influencer marketing, and nostalgia marketing can be
great differentiating factor for your brand when competing with thousands of other
businesses pursuing the same goal.

The busy holiday season is one of the best times for your company to not only generate a lot
of money but also create a lasting impact on your customers. If you use it wisely, you may
find yourself in their consideration set for a long time.

1.4. Consumer Spending Habits

People purchase with purpose during the holiday season.

One of the most appealing aspects of holiday marketing? It's a lot easier to figure out what
your audience wants. People go shopping for the holidays with a goal. Because the forms of
purchases made for Mother's Day and Valentine's Day work differently, marketers can
modify their campaign messaging and targeting accordingly. Consumers are also more
focused on their buying goals over the holidays. People aren't just browsing for fun; they're
looking for specific gifts, ideas, and bargains. As marketers, you may take advantage of this
to increase the effectiveness of your Christmas marketing activities.

Customers are eager to learn.

Because of their high intent, holiday buyers are eager to try new brands and items. They are
actively seeking, "antennas" raised, in the hopes of finding the ideal gift, the best price, or
the most attractive offer. Marketers should take advantage of this by being proactive and
putting themselves on the consumer's radar. The holiday season is a great time to be
unique, to unleash your creative side, and to design advertisements that stand out in a
crowded market. The "20% off" offers are appealing, but they are unlikely to attract attention.
Rather than passively hoping for mindshare to come to your brand, look for ways to reach
out and grab it.
In many cases, holiday marketing is localised.
Some holidays, such as Valentine's Day, are celebrated worldwide. Others are more
regional, such as Mother's and Father's Day, which have distinct dates in the United States
and the Commonwealth. Christmas is a winter holiday in Europe, while it is the pinnacle of
summer vacation in Australia and South America. All of this will need to be factored into your
seasonal marketing strategy, depending on your location and type of business. If your offer
is offered worldwide, whether as a digital product or via foreign shipment, your campaigns
will need to be updated and targeted to the appropriate geo segments.

Marketing for the holidays can be planned throughout the year.

As previously said, all holiday dates are known ahead of time, so there is no need to wait
until the last minute. More than that, it's a good idea to think of seasonal marketing as a
long-term investment, and to use year-round techniques to generate Holiday excitement. For
example, you may improve your SEO throughout the year by focusing on holiday-related
keywords, ensuring that you have strong visibility on search engines during peak times.
Additionally, preparing your holiday marketing throughout the year is critical for effectively
allocating funds and ad spend. If your product isn't very popular during the winter, you can
spend more money on summer advertising rather than New Year's campaigns.

1.5. Holiday Marketing Channels

Social media
Twitter, TikTok, and Instagram have all become increasingly popular. By 2025, 56.7 percent
of the world's population will be using social media, but it's about more than just exchanging
photos with friends and family. When it comes to holiday shopping, a quarter of users utilise
social media to find out about new products. Use your social platforms to promote gift ideas,
holiday promos, and generate traffic to your online or offline store, whether you're promoting
your black friday deals, following the sheet society's advent-calendar-style 12 dogs of
Christmas, colours of holi, lights and Indian sweets in Diwali or creating instagram shoppable
posts.

Search engines
When individuals are seeking for anything, they are very likely to use a search engine like
Google. In reality, search engines account for 68 percent of all website traffic. With this in
mind, it's no surprise that when it comes to holiday shopping, many resort to search engines.
The graph below depicts how frequently individuals use Google to look for "present ideas."
From November through December, the word "present ideas" has risen in popularity every
year for the past five years. Around the holidays, people more often look for "trending gift
ideas." Gift guides provide merchants a better chance of getting found by shoppers using
search engines.

Paid advertising
Did you know that 57% of shoppers believe that advertisements on social media assist them
in finding fresh gift ideas? 40% of customers are likely to spend at least $50 on a gift for a
loved one after discovering new products through an Instagram or Facebook ad. But it's not
simply internet advertising that brings in the cash around the holidays. There are a variety of
offline advertising options in your local area. Radio commercials, billboards, and marketing in
local newspapers and online publications can all help your retail store increase foot traffic
(and sales) over the holidays.

In-store
Despite the fact that the coronavirus epidemic altered our shopping habits, nearly half of
holiday shoppers in 2020 visited brick-and-mortar stores at some time during the holidays.
More than half of Christmas consumers (55 %) indicated the recent increase of COVID-19
cases had no impact on their holiday buying plans this year. Don't rule out in-store Holiday
shopping experiences entirely if you don't have a permanent brick-and-mortar facility.
Throughout the holiday season, you'll see a lot of craft fairs, markets, and pop-up stores.
Consider attending one of these events to reach out to folks who are already in the holiday
mood in new places.

Email
Any retailer can benefit from an email marketing newsletter. You can use them to reach out
to new and existing consumers, offer discounts, and reward customers who make repeat
purchases. Plus, and perhaps most importantly, you approach them in one of the few areas
where individuals must express an interest in hearing from you: their email inbox. Emails
from stores were the most useful in learning about holiday-related bargains and promotions
for 38% of customers. Use them to publicise your holiday promotions, perform retargeting
efforts, and encourage flash sales.
1.6. Top Globally Celebrated Festivals

1. New Year
New Year's Day, which falls on January 1, is a public holiday in many nations and
represents the start of the year in the Gregorian calendar. New Year's Day is a man-made
civil event, not a natural, seasonal, or astronomical event. Regardless, when the days
lengthen again, nature cooperates to make January 1 a satisfying day to start anew.

2. Christmas
The day is a religious and cultural celebration all over the world, commemorating the birth of
Jesus Christ. Christmas is a holiday celebrated by Christians and non-Christians alike, and it
is marked by Christmas trees and decorations, Santa Claus, feasts, and gift giving.

Christmas is celebrated in over 160 countries. Angola and Uruguay are two countries that
refer to the festival as Family Day.

Christmas Day commemorates the birth of Jesus, which occurred on December 25th, 1 BC,
according to tradition. In most countries around the world, December 25th will be a national
holiday. If the 25th of December comes on a weekend, a nearby weekday may be
substituted as a holiday.

3. Valentine's Day
Valentine's Day began as a Western Christian feast day honouring Saint Valentine and has
now evolved into a worldwide celebration of romance and love. In the United States,
Valentine's Day and the following season are a time for customs and romance. Because of
the particular consumption, gift/card exchange, grooming, dating, and romance-based
consumer behaviours linked with this holiday, it is worth studying.
To some extent, several of these Valentine's-related activities have become ritualised. In a
broad sense, rituals organise and give purpose to existence. Ceremonial behaviours are
significant to research because they may reveal consumer behaviour principles, which
provide marketers with chances for product and service positioning (Arnould, Price, and
Zinkhan 2004, p. 93).

Consumer rituals for this holiday are especially enacted by individuals in romantic
relationships. Valentine's Day is widely recognised as a day for commemorating love
partnerships; nevertheless, it also honours non-romantic relationships (e.g., familial,
friendly). This holiday, on the other hand, glorifies commercialism and spending in any form
of relationship.

Many customers are prompted to purchase romantic items (e.g., roses, chocolate, jewelry)
and services (e.g., massage certificates, vacations) for themselves and their significant
others as a result of this socially manufactured, mass-marketed day and season. In addition,
many people use this holiday to send "Valentines"or similar greeting cards to their romantic
partner(s), friends, and family members.

In fact, over one billion dollars worth of Valentine’s Day cards are sol68 annually in the U.S.
It is not right to say that all consumers look forward to or even like this day of romance and
rituals. But for some, Valentine’s Day serves as a somewhat unwelcome reminder of their
“single status”.

For others, it is a period when society encourages people to spend money as a sign of
affection. In fact, for some portions of the population, this occasion can be a source of
obligation, self-loathing, and/or disgust. Such sentiments come with their own set of holiday
rituals (e.g., singles nights at clubs; self-gifts)

[Link]
Halloween is an annual holiday that takes place on October 31st. The custom dates back to
the ancient Celtic celebration of Samhain, when people lit bonfires and dressed up in
costumes to fend off ghosts. This day signified the end of summer and harvest, as well as
the start of the dark, frigid winter, which was traditionally connected with human death. Celts
thought that during the night before the New Year's Day, the line between the living and the
dead blurred. They celebrated Samhain on October 31st, when it was thought that the spirits
of the dead returned to earth.

[Link] and Eid al-Fitr

Eid al-Fitr, also known as the "Festival of Breaking the Fast," is a Muslim religious holiday
that commemorates the completion of Ramadan, a month-long fast. It is usually observed for
one to three days and includes a charitable act as well as prayer. Ramadan is the Islamic
lunar calendar's ninth month. Muslims keep a complete fast from dawn to sunset during this
month.

6. Diwali
Diwali is the Hindu festival of light celebrating the triumph of good over evil. Saturday,
November 14 marks Diwali, one of the biggest festivals in India. Celebrated during the Hindu
month of Kartika, the festival commemorates the triumph of good over evil, with glistening
lights and delicious food, and is celebrated around the world by followers of the Hindu faith
and beyond.

1.7. Top Celebrated Festivals in India

India is a big country with several religions, which results in a diverse local festival culture.
Throughout the year, India is claimed to host over a thousand festivals. Every festival in
India is greeted with a flurry of activity and, sometimes, a mingling of cultures. Holi, which
will be celebrated with great zeal across the country on March 18th, 2022, is the next major
event.

Diwali is India's most important and largest festival. It is a national holiday, similar to
Christmas in Western countries, however some non-Hindu populations also participate.
Diwali is celebrated for five days in October or November, and it commemorates the triumph
of good over evil.

India’s top 10 festivals are celebrated with much pomp and fervour:
● Diwali — Festival of Lights (October 24th, 2022)
● Holi — Festival of Colors (March 18th, 2022)
● Navaratri — the 9-Nights Festival for Goddesses (September 26th to October 4th, 2022)
● Durga Puja — Victory of Durga (September 26th to October 5th, 2022)
● Onam — New Year in Kerala (September 8th, 2022)
● Pongal — a Harvest Festival (January 14th, 2022)
● Makar Sankranti — the Kite Festival (January 14th, 2022)
● Eid-ul-Fitr — Marks the end of Ramadan (May 3rd, 2022)
● Ganesh Chaturthi — Birthday of the Elephant-Headed God (August 31st, 2022)
● Christmas - Marking the birth of Jesus Christ (25th December)

1.8. A Guide to Great Indian Festive Season of Marketing

1.9. Sales impact of Festive Marketing

Sales impact (2021)
This Diwali, shoppers across the country spent Rs 1.25 trillion, helping merchants achieve
decade-high sales – a sign of sustained demand despite high inflation.

The Confederation of All India Traders (CAIT), which represents around 70 million traders,
said the strong sales came as a welcome relief for shopkeepers who have been
experiencing a slump for the previous two years. It has also given businesses reason to be
positive about the future.

Investors are getting ready for the wedding season, which is about to start on November 14,
according to CAIT.
"This Diwali, the total business in the country is anticipated to be around Rs 1.25 lakh crore
(trillion), which is a record figure in the last decade," CAIT National President B C Bhartia
and Secretary General Praveen Khandelwal said. "This business was worth roughly Rs
25,000 crore in Delhi alone.
Bhartia and Khandelwal said customers favoured Indian items this time, leading to a direct
loss of over rs 50,000 crore of enterprise to Chinese exporters. consumers spent over rs
nine,000 crore on gold jewellery and silverware, they stated, at the same time as traders
promoting packaging items noticed income of rs 15,000 crore. earlier than this, online
gamers had additionally visible encouraging income.

Diwali: Festival of Light, Gold and Shopping.

More than one billion people celebrate in India, Nepal and elsewhere. Record number of
diyas lit up at the same time 606, 569 (2020 in Ayodhya, UP) Expected e-commerce
spending $9.2b.

28% Share of urban Indians planning to buy gold (Aug-Oct 2021)

69% of buyers agree that the festive season is the best time to buy gold.

According to consultancy firm RedSeer, e-commerce platforms, including social commerce

and grocery, generated roughly USD 2.7 billion in sales in the first four days of the festive
sale and are on track to reach the USD 4.8 billion gross GMV mark. Redseer consulting
predicted that during the first week of the festive season, on line structures will revel in a
30% 12 months-on-12 months growth in gross gmv of usd [Link] billion. At some stage in
the whole festive season this year, these systems are envisioned to generate over usd nine
billion gross GMV (gross products value), up from usd [Link] billion ultimate year - a 23
percentage increase.

E-commerce platforms, including social commerce and grocery, generated over USD 2.7
billion in sales during the first week of the festive sale of 2021 (October 2-5), and are on
track to achieve USD 4.8 billion in gross merchandise value (GMV)..." Consistent with
redseer's 'mid-festive check in' file.

It went on to say that in CY2020, the primary four days of the festive week accounted for
sixty three percent of standard festive week income, as compared to around fifty seven
percent this 12 months. smartphones contributed about 50% in line with cent of gmv at some
point of the first 4 days of sales.

"With the seasonal sales running longer than preceding year (9 days vs. 7 days), we're
seeing consumer demand unfold out over the route of the week as opposed to being
focused inside the first half of.." To that end, we've seen sales of almost USD 2.7 billion
across e-commerce platforms, with another USD 2.1 billion expected in the next five days,
according to Redseer associate partner Ujjwal Chaudhry.

According to studies, over 75% of shoppers plan to shop for similar to or greater than
ultimate year in classes consisting of cellular phones, principal appliances, beauty, and
fashion.
E-commerce organisations see a top portion of their annual revenue are available at some
stage within the holiday sales, just so they invest heavily earlier to boom potential and add
abilities to deal with the surge in orders while making sure a seamless enjoy for both clients
and dealers.

Flipkart, Amazon, Snapdeal, and Myntra are the diverse groups which have deliberate new
launches and discounts to trap customers at some stage within the festive season.

After a year and a half of virtually celebrating festivals, Indian shoppers were relieved to
experience a feeling of normalcy throughout the festive season this year. From Raksha
Bandhan to Diwali, advertisers and businesses went all out to capitalize on this spike in
consumer mood. Experts are also hopeful that the holiday season would offer joy and
provide a break from the pandemic's slumber.

According to Redseer Consulting, India's highest ever Festive Sales occurred in 2021, with
companies generating $9.2 billion in GMV through online platforms during that time. Online
festive sales in India continued to rise at a breakneck speed, with GMV increasing by 23%
year over year. Home furnishings, home décor, furnishings, and other electronics, on the
other hand, experienced slow growth this year.

"The festival of 2021 is surely better than 2020 and as high as, if not higher than, 2019,"
Eeshita Ghosh, General Manager and Office Head, Motivator Bangalore, stated of 2020.
The ad volume began to increase in Q3 of 2021, with more than a 20% increase over Q3 of
2019. During the festival months, a large number of new advertisers emerged, with over
2000 new advertisers active in the media. The merchandise was completely sold out, and
the market was in a good mood. The media was quite busy with numerous new categories
with festivals and the IPL."

With a normal monsoon and plump harvest thus far, it grew to be a prosperous year for rural
India as well. They spent their harvest fairs with extra enthusiasm and happiness to
proportion with their cherished ones. Brands also left no stone unturned to make their
advertising sports past metro and tier i cities this 12 months. In fact, this year, Tier II and III
had the lion’s share in e-commerce spends.

Decoding media dispersion this festive season

While there was optimism across the board, advertisers' attention was once again drawn to
television, which was followed by digital.

Within digital, video received the greatest focus, and while traditional advertisers continued
to spend substantially, online services/startups matched and, in some cases, exceeded
them.

Mihir Karkare, Mirum India's Cofounder and EVP, stated, "This holiday season, videos
reigned supreme. Brands chose YouTube and Over-the-Top (OTT) video platforms, which
were in high demand. Apart from Diwali, the increased advertising spending was largely due
to the cricketing action. Influencer marketing has matured in terms of 'growth of share.’
Online Applications With a 64 percent market share, Flipkart dominated the festive season
sales. With 28% of the market, Amazon came in second. The early indications of Amazon
and Flipkart festival sales events showed higher involvement from tier 2 and 3 cities,
according to the companies. The month-long Great Indian Festival 2021 on Amazon and
Flipkart's The Big Billion Days on Flipkart began in early October.

Amazon recently said that its month-long sales event drew in the most sales activity ever for
its merchants and brand partners, delivering services to millions of people. The event, which
began for Prime members at midnight on October 2 and was open to all shoppers on
October 3, saw 99.7% of pin codes participate.

Mobile phone purchases were the most significant boost to festive season sales by category.

Tier-II cities accounted for 61% of all shoppers.

In 2021, the first week of online holiday sales increased by 23% over the previous year.
According to consultancy firm RedSeer Consulting, brands sold $4.6 billion worth of items
online.

Ecommerce platforms recorded a gross merchandise value of $2.7 billion in the first four
days of the holiday season, which was already higher than the entire first week of the
previous year's holiday season. During the first week of the season, Redseer anticipated
sales of $4.8 billion.

In comparison to the festive sales in 2020, when ecommerce platforms generated $7.4
billion in GMV, the numbers are predicted to increase by 23 percent to $9 billion in 2021.

According to the firm, the online shopping base grew by 20% in comparison with last year,
and Tier II cities contributed 61% of all online shoppers. The shopper's gross merchandise
price increased by 104 percent as well.

Nearly 40 Mn+ (61%) shoppers came from the Tier 2 and beyond cities. GMV in keeping
with users also confirmed a sore-it went from inr 4,980 in 2020 to inr five, 034 in 2021, it
added.

Mobiles, gadgets, and appliances all performed well this year, thanks to new product
introductions, EMI alternatives, and sensible update programmes from brands. Other areas,
such as home décor and furnishings, have seen a decrease in demand this year.

Amazon's local shops saw a 2x increase in sales and sold over 10 things every minute.

The following are some of the significant topics that boosted holiday sales:

1. Fashion making a comeback: Customer desire for fashion was back this year following a
dismal showing during the previous festive season due to the pandemic and associated
constraints.
2. Strong Mobile phone sales: During the festive sales across all platforms, Indians bought
68 crore rupees worth of mobile phones every hour!

According to Redseer, the Flipkart group emerged as the clear leader in sales this year,
capturing 64 percent of the market share, based on the performance of Flipkart's 7th edition
of The Big Billion Days (BBD) Sale and Amazon India's 4th edition of The Great Indian
Festival (GIF), both of which began on October 3rd. With 28 percent, Amazon was a distant
second. All of the other industry players had to settle for a piece of the remaining 8%.

More than 84 percent of smartphones purchased on Amazon in the mid-range category were
5G-ready as Bharat prepares for 5G. For the first time, over one million buyers purchased a
smartphone on Amazon. During this time, about one out of every six smartphones and one
out of every four televisions sold had Alexa built in or worked with Alexa. Every minute, over
120 audio products were purchased. During the event, Amazon's voice assistant Alexa
answered over 36 million [Link] the country's online market expected to reach $1
trillion by 2025, companies like Amazon, Walmart-owned Flipkart, Reliance's JioMart, and
Tata Group are battling it out for a piece of the pie.

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