Nidhi Shubham Shilpa

Are discounts the biggest marketing tactic for festive shopping?

While growing up, Independence Day/Republic Day have been synonymous with Big Bazaar sale. Three days leading to the patriotic day are when most of the families would stock up groceries, dinner sets, luggage and a lot of other things. Like every year, this year too Big Bazaar hosted a mega event – August Savings Bazaar during the recently concluded Independence Day which had everything at upto 70 percent which got a great response.

Such marketing promotions have grown leaps and bounds. Whether it’s Independence Day, Ganesh Chaturthi, Navratras, Dhanteras, Diwali, Christmas or New Year, every festival or occasion is not only a celebration but also a marketing tool offering a gamut of products with various offers & discounts. 

Sharing a few more examples below:

  • Flipkart Big Billion Days Sale which we hear of every October leading to Diwali offers the most lucrative deals on electronics, fashion, consumer durables etc. Additional bank and E-wallet discounts are offered if payment is made through that channel. All of us are familiar with the E-commerce clash and Amazon Great Indian festival sale also comes with a big bang to make the most of it in that time period.
Flipkart Big Billion Days vs Amazon Great Indian Festival: What's on offer  - The Week
  • Festive sales are not a highlight only on E-commerce sites but even malls. RMZ Galleria Mall located at Bangalore offered upto 50% off on 150+ brands which included jewellery, make-up, apparels, bags and much more. While DLF Promenade, a prominent mall in Delhi offered 25% off on making of gold jewellery on diamond jewellery value with Tanishq on Akshaya Tritiya.
  • Automobile as a sector also tempts customers with huge discounts. October 2019 witnessed brands like Maruti Suzuki, Hyundai, Tata Motors and Honda offering discounts and benefits ranging from 1 to 1.5 lakh.
Tata Motors Announces 'Festival of Cars' Campaign for its Customers

  • I also came across a Yamaha dealer promoting an offer for Muharram, the Islamic New Year offering huge benefits, additional discount, accessories, silver coin, jacket, helmet etc on purchase.
  • Women love to dress up for every festival. So, brands retailing sarees and ethnic wear never leave a stone untuned in attracting women by offering discounts during festivities.
  • Infact, men are also not left behind.
  • Gifting takes an upper hand during special days
  • Money can’t buy happiness but money can buy God that too on a discount on Janmashtami!
  • Black Friday has also become a rage in India which is the Friday after the national holiday of Thanksgiving. The day marks the beginning of the festive shopping season that lasts until Christmas. From E-commerce giants like Amazon to mobile phone makers like Honor, Sony and Xiaomi to beauty brands like The Body Shop and Kiehls, all offer heavy discount.
The Body Shop India on Twitter: "Hey guys, the Black Friday sale is on and  we have amazing deals for you! Get up to 50% off* and up to 30% off on
  • Christmas sales have also become huge which has been seen by retailers like Flipkart, H&M, Myntra, Nykaa etc.
Nykaa Christmas Sale - Up to 40% OFF on Best Beauty & Make-up Brands

To conclude, I would like to say don’t just look at discount. Look at the worth of the product and the usage. Make sure you don’t get lured by Marketing gimmicks of Buy One Get One Free (BOGO), 50% off, and spend your hard money on a product during festive discount which you actually don’t need. Buy what you need!

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  • Reply Vinayak Kohli September 1, 2020 at 7:55 am

    That’s so true! The article is an eye opener

    • Reply Shubham September 1, 2020 at 7:59 am

      Yes 🙂

  • Reply Nidhi Verma September 1, 2020 at 10:02 am

    Interesting. I at times get lured by such discounts!

  • Reply Chidambara September 1, 2020 at 1:14 pm

    I always shop more than required when discounts are high! Your tips at the end are so useful!

  • Reply Ankita Nangia September 1, 2020 at 1:44 pm

    God on sale….Oh God, What is the world coming to

  • Reply Aparna Singh September 1, 2020 at 3:09 pm

    Read it at the right time. Was looking at getting a new vehicle for some months now. With Diwali coming up, I am sure I would get a great deal in Oct

  • Reply Tasha Oberoi September 1, 2020 at 4:34 pm

    You have covered the harsh reality of Indian festivals so well

  • Reply Kritika Raichand September 1, 2020 at 5:01 pm

    Shopping becomes merrier with discounts and double the festive fun!

  • Reply Mrinai September 1, 2020 at 7:23 pm

    Quite an interesting read!

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