Online retail sales showed a 14% increase in sales during Diwali 2024 as compared to the same two-week period before Diwali in 2023, revealed a report by Criteo. Fashion saw the highest growth with a 42% increase in sales, followed by Consumer Packaged Goods (CPG) at 13%. Other categories such as Home & Garden, Apparel, and Health & Beauty also saw significant boosts in sales, with Home & Garden items like light ropes and strings showing a 204% increase, candles at 122%, and dinnerware at 89%.
The report further stated that during the peak week from 25 October to 31 October 2024, consumers took an average of 15 days from initial product view to purchase completion. Some of the most deliberate shoppers took over one and a half months to finalize their purchases, indicating a careful selection process during the festive season. Apparel saw a growth of 77%, Consumer Electronics saw a 60% increase, and CPG grew by 15%.
During the peak week from October 25-31, 2024, Criteo observed a gradual consumer journey, with an average of 15 days from initial product view to purchase completion. Some of the most deliberate shoppers took over one and a half months to finalize their purchases, indicating a careful selection process during the festive season. Apparel saw a growth of 77%, Consumer Electronics saw a 60% increase, and CPG grew by 15%. Specific apparel items such as coats and jackets topped subcategories with a 154% increase, while pyjamas saw an 81% rise, and sarees/lehengas grew by 78%.
In the health and beauty segment, hair styling products saw a 61% rise, nail care products grew by 60%, and bath and body kits saw a 54% increase. Online traffic across product description pages rose by 42% in October 2024 compared to September, and online sales saw a 44% jump on 26 September alone, with a consistent average sales increase of 38% throughout October. Conversion rates also showed strong performance, with Fashion conversion rates increasing by 20%, and Consumer Electronics conversion rates spiking by 45% on 26 September. Furthermore, Cost Per Click (CPC) saw a 33% increase in the final week leading up to Diwali, reflecting heightened competition and ad engagement as the holiday neared.
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