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As India gears up for the festive season, Flipkart has released its H1 edition (January to June 2024) of the ‘#FlipTrends’ Report, which provides a detailed analysis of the shopping habits of over 500 million registered users. The report delves into consumer preferences across different regions, highlighting notable trends in the retail industry.

The report reveals that ‘vacation wear’ was one of the most searched keywords in the first half of 2024, especially during the summer. Women preferred items like whimsical bows, rosette tops, chic bandeau tops, dresses, comfortable mules, 80s-inspired scrunchies, and gelato pastel colors. Men leaned towards casual wear, including round-neck t-shirts, open-knit and textured shirts, zipper polos, and parachute trousers. Comfort clothing, resort wear such as printed co-ord sets, and breezy summer shirts were popular choices. Additionally, men’s grooming products saw a significant increase compared to 2023.

In cities like Bangalore, Chennai, Hyderabad, Kolkata, and New Delhi, women’s western and ethnic wear were top choices, while sarees were particularly popular in Agartala, Bhagalpur, Medinipur, Muzaffarpur, and Puri. There was also a notable demand for ‘sindoor’, with almost 24 percent year-on-year growth in 2024.

Despite the popularity of modern fusion foods, traditional flavors have made a strong comeback. The report shows an almost 90 percent year-on-year growth in sales of pickles and chutneys compared to 2023. ‘Food and Nutrition’ was the second most popular category among customers in Bhubaneswar, Cuttack, Dehradun, Gorakhpur, and Guwahati.

With rising temperatures, consumers prioritized products for freshness and comfort. There was a 53 percent increase in demand for fans, a 40 percent rise in sunscreen purchases, and a 64 percent increase in air coolers compared to the previous year. Cities like Bangalore, Bhubaneswar, Cuttack, Gorakhpur, Hyderabad, Kolkata, and New Delhi saw higher demand for personal care essentials such as hair oil, face wash, shampoo, and deodorants.

As the monsoon season approached, shoppers stocked up on essentials like umbrellas, raincoats, and mosquito vaporizers. Beauty and skincare products remained top priorities, with makeup kits and fragrances becoming more popular leading up to the monsoon.

Smartwatches continued to be a favorite among consumers, catering to fitness enthusiasts, fashion lovers, and on-the-go professionals. Smart Bands and TWS Earphones also saw a notable surge in demand.

In Tier lll+ markets, 72 percent of consumers opted for mobile protection, highlighting the importance of safeguarding devices. Bhubaneswar, Cuttack, and Guwahati were the top Tier ll cities showing a preference for these items, while Agartala, Medinipur, and Muzaffarpur primarily opted for sturdy handsets and plain mobile protection cases.

Sports events and festivals significantly influenced shopping habits. There was a spike in searches for tennis kits and sports merchandise, particularly men’s tracksuits. Traditional wear and puja essentials saw strong demand during festivals like Navratri, Ugadi, and Eid al-Fitr, with products such as sindoor, havan chowki, and diyas experiencing a surge in sales.

Ravi Vijayaraghavan, Senior VP- Analytics and Data Science at Flipkart commented, “Consumers today are more discerning and mindful of their choices, gravitating towards seasonal and personalized preferences. At Flipkart, we are delighted to present our FlipTrends H1 2024 report which not only reflects interesting shopping trends but also showcases growth opportunities for e-commerce at large. Our commitment to customer-centricity remains unwavering as we strive to anticipate and fulfill the evolving demands of our diverse customer base. As we move into the festive spirit of things, our focus remains on fostering trust, convenience, and affordability, ensuring that Flipkart remains the ultimate destination for customers evolving shopping needs.“

The #FlipTrends findings highlight how millions of shoppers from both Metros and Tier lll+ regions continue to choose Flipkart as their preferred shopping destination in the retail industry.

 



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