Mumbai: Forty per cent Indians will spend less this Diwali over last year, according to the new InShorts – Ipsos Pulse of the Nation Diwali Poll. Though 21% say they will be spending more, 18% will spend same as last year and 21% said they were undecided.
“Consumers are still reeling under the impact of demonetizationand GST. The sentiment is not that upbeat this Diwali,” says Amit Adarkar, CEO, Ipsos India.
InShorts – Ipsos Pulse of the Nation Diwali Poll was conducted online on 14 October, 2017 through InShorts mobile app and more than 39,000 Indians participated in the poll.
What are consumers spending on this Diwali?
| Clothes and Sweets | 38% |
| Gadgets and Gizmos | 13% |
| Home Renovation & Furnishing | 12% |
| Automobiles | 3% |
What marketplaces will be the biggest draw among Diwali shoppers?
It will be a mix of brick and mortar and online shopping sites. The value seeking consumer arelooking to grab good deals.
| Both Online & Offline | 38% |
| Online | 21% |
| Offline (in malls and marketplaces) | 16% |
What do Diwali revelers dislike about Diwali?
Diwali, or the festival of lights rides on huge monies, both for marketers and consumers. InShorts – Ipsos survey shows some downside to the jamboree.
50 per cent Indians aver that noise and air pollution during Diwali affects them the most. The Supreme Court order should bring some reprieve this year, with the ban on sale of fire crackers announced in NCR. Interestingly 30 per cent said they love Diwali celebrations. Though high spends and traffic jams miff some around Diwali.
| Air and Noise Pollution | 50% |
| I love Diwali | 30% |
| Too much of unnecessary spending in the name of Diwali | 13% |
| Traffic Jams | 7% |
Diwali Break – well, not for all
34% Indians say they will be working this Diwali.
“Time zones, global client deliverable, essential services – these factors take precedence over Diwali holidays,” added Adarkar.
| Yes, working | 34% |
| No, not working | 55% |
| Not sure | 13% |
Philanthropic Indians
23% say they always buy handicrafts and diyas made by NGOs, while 48% say they sometimes splurge on items made by NGOs. 29% however deny, having bought diyas and handicrafts from NGOs.
“There is a general feeling of benevolence around Diwali; gift items by NGOs are a big draw as it is for a good causeand encourages hard work put in by various charities,”says Adarkar.
