Bhubaneswar : In the run up to this year’s festive season, Flipkart presents its H1 edition (January to June 2024) of the much-awaited ‘#FlipTrends’ Report, which presents an interesting analysis of the shopping habits of 500 million+ registered Flipkart users. The FlipTrends Report reveals insights into an array of consumer shopping trends – some expected and many that come as a surprise.
‘Vacation wear’ was one of the most searched keywords in the first half of 2024, especially during summer. Women embraced feminine fluidity, defying singular trends by opting for whimsical bows, rosette tops, chic bandeau tops, dresses, comfortable mules, 80s inspired scrunchies, and a palette bursting with gelato pastels. Men opted for casual wear like round-neck t-shirts, open-knit and textured shirts, zipper polos, and parachute trousers. Other top choices included comfort clothing, resort wear such as printed co-ord sets and breezy summer shirts. Additionally, men’s grooming products saw a significant increase compared to 2023. Women’s western wear and women’s ethnic wear were top choices in Bangalore, Chennai, Hyderabad, Kolkata and New Delhi; while women’s sarees were at the top of the fashion charts in cities like Agartala, Bhagalpur, Medinipur, Muzaffarpur and Puri. Coming to traditions — there was also an unexpected demand for ‘sindoor’, almost 24% Y-O-Y growth in 2024 so far, compared to last year.
While modern gastronomy and fusion foods are all the rage, who says that age-old flavors aren’t that popular anymore? This year, Indians rediscovered their passion for classic recipes, stocking up on chutneys and achars. An almost 90% Y-O-Y growth has been clocked for ‘Pickles & Chutneys’ alone, compared to 2023. Speaking about food, ‘Food & Nutrition’ was #2 on the shopping list of customers in cities such as Bhubaneswar, Cuttack, Dehradun, Gorakhpur and Guwahati in 2024 so far.
Fans have surged in demand by 53% on Flipkart from last year, reflecting the quest for cooling solutions. Sunscreen purchases have also increased by 40%, clearly reflecting how people are prioritizing sun protection. Air coolers, another key essential for beating the heat, have witnessed a significant 64% increase in demand compared to the previous year. Cities like Bangalore, Bhubaneshwar, Cuttack, Gorakhpur, Hyderabad, Kolkata and New Delhi have shown a higher demand for personal care essentials such as hair oil, face wash, shampoo, and deodorants, emphasizing consumer focus on staying cool and refreshed.In preparation for this year’s monsoon season, shoppers stocked up on essentials like umbrellas, raincoats, and mosquito vaporizers. While beauty and skincare remain top priorities for Flipkart customers throughout the year, makeup kits and fragrances observed a surge in popularity, in the run-up to monsoon.
From the fitness enthusiast, and fashion lover to the on-the-go professional who wants to be always connected, the smartwatch remains a coveted accessory, leading the wearable tech trends in 2024. Other popular choices were Smart Bands and TWS Earphones which saw a notable surge in demand.
In emerging Tier 3+ markets, where 72% of consumers opt for mobile protection, safeguarding mobile devices is not just a choice – it is a strategic necessity driven by the high stakes of device investment, critical data security and the quest to enhance both longevity and resale value. Bhubaneswar, Cuttack, and Guwahati emerged as top Tier 2 cities and showcased a noticeable preference for such items. Meanwhile, in Tier 3+ cities Agartala, Medinipur, and Muzaffarpur shoppers primarily opted for sturdy handsets and plain mobile protection cases. Searches spiked for items like tennis kits, while sports merchandise and men’s tracksuits were top choices as fans nationwide rallied behind supporting their favorite players. Another aspect that led to spikes in demand are festivals. Traditional wear and puja essentials witnessed strong demand during festivals like Navratri, Ugadi and Eid al-Fitr. Specifically, products such as sindoor, havan chowki and diyas saw a surge in demand during the festive season of Navratri.
Speaking about the H1 2024 FlipTrends report, Ravi Vijayaraghavan, Senior Vice President – Analytics and Data Science at Flipkart, said, “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. ”