Festive shoppers plan to spend more and explore new brands

MUMBAI: The festive shopping cart is getting heavier and shoppers are widening their horizons along with it. A consumer study by Amazon Ads, conducted with YouGov, finds that 69 per cent of consumers plan to shop during the festive season, while 61 per cent expect to spend more than last year, either by buying more or choosing higher-priced products.

The appetite for shopping is also spreading across categories. Consumers are considering an average of five categories, including food, fashion, smartphones, home décor and personal care, suggesting that festive buying is becoming less about ticking off a familiar list and more about exploring what catches the eye.

Brands, meanwhile, are getting a chance to break into that consideration set. The study finds 86 per cent of festive shoppers are willing to explore new brands and products, leaving considerably more room for discovery beyond their usual favourites.

But the road from browsing to buying is getting longer. Fifty-six per cent of consumers say they spend more time researching festive purchases, with the journey often beginning months before the eventual transaction. Shoppers encounter more than eight touchpoints before making a decision, across digital video, display, search and other channels.

And while festive shoppers may love a good deal, visibility could have a longer shelf life than a discount. Some 59 per cent say consistent online visibility influences their brand choice more than discounts, underlining the importance of staying in front of consumers throughout the consideration phase rather than making a late dash for attention.

The festive media diet is also creating another opening for brands. The study finds 35 per cent of consumers binge-watch streaming content during the season, with more than half doing so with family. That puts streaming and connected TV in the mix as households move between shopping, entertainment and increasingly shared viewing.

For advertisers, the findings point towards a purchase journey spread across several stages rather than a single conversion moment. Amazon Ads said brands can use Prime Video and Streaming TV ads for awareness, Amazon DSP and Amazon Live during consideration, and Sponsored Brands, Sponsored Products, Sponsored Display and search remarketing closer to conversion and loyalty.

The festive opportunity is particularly significant around Diwali, with Amazon Ads expecting 91 per cent of Diwali shoppers to engage with Amazon offerings this season. The company is also hosting Ads Hive and Partner Connect events across cities, bringing together sellers, small and medium-sized business founders, agencies, partners and advertisers ahead of the festive period.

With shoppers researching earlier, weighing more categories and showing greater willingness to switch brands, the festive season is shaping up to be a marathon of discovery rather than a sprint to the checkout. For brands, being seen at the right moment and staying visible long enough to be remembered could matter as much as the offer itself.