The Diwali Pulse 2024: Shopping Trends and Consumer Sentiments

The Bharat Lab, in collaboration with Rediffusion and Lucknow University, has unveiled 'The Diwali Pulse 2024' report, highlighting consumer spending behaviors and sentiments in the Hindi heartland. The report reveals high optimism despite inflation, a preference for eco-conscious shopping, and a growing dominance of e-commerce, especially among millennials.

The Bharat Lab, a collaborative think-tank between ad agency Rediffusion and Lucknow University, has published its 'Mood of Bharat' report titled 'The Diwali Pulse 2024'. The report provides insights into consumer shopping behavior during the festive season in the Hindi heartland, primarily focusing on Uttar Pradesh.

Based on comprehensive surveys of 3,480 respondents across various demographics, the study reveals a surge in optimism despite inflation. Key findings indicate that 36.18% of people plan to increase their spending, with fashion, electronics, and eco-conscious products leading the shopping lists.

The report also highlights the rise of e-commerce, driven largely by millennial and Gen Z shoppers. Social media and traditional media play significant roles in influencing purchase decisions, while investments in gold and real estate remain popular means for securing financial growth during the festive period.

(With inputs from agencies.)