Technology and beauty lead the wishlist as nostalgia and classic fashion trends resurface
In anticipation of this year’s festive season, Flipkart presents its H1 edition (January to June 2024) of the ‘#FlipTrends’ report, offering an analysis of the shopping habits of over 500 million registered Flipkart users. The report delves into the most popular choices in metros versus Tier 3+ regions, uncovering common and contrasting shopping habits between these areas.
‘Vacation wear’ emerged as one of the most searched keywords in the first half of 2024, particularly during the 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 gelato pastel palettes. Men favoured casual wear, including round-neck t-shirts, open-knit and textured shirts, zipper polos and parachute trousers. Other top choices included comfort clothing, resort wear like 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 ethnic wear were top choices in Bangalore, Chennai, Hyderabad, Kolkata and New Delhi, while women’s sarees topped the fashion charts in cities like Agartala, Bhagalpur, Medinipur, Muzaffarpur and Puri. There was also an unexpected demand for ‘sindoor,’ with an almost 24 per cent year-on-year growth in 2024.
Indians rediscovered their passion for classic recipes, stocking up on chutneys and pickles, which saw an almost 90 per cent year-on-year growth compared to 2023. ‘Food and Nutrition’ ranked second on the shopping list of customers in cities like Bhubaneswar, Cuttack, Dehradun, Gorakhpur and Guwahati in 2024.
Amid sweltering temperatures, consumers prioritised freshness and comfort. Demand for fans surged by 53 per cent on Flipkart from last year, while sunscreen purchases increased by 40 per cent. Air coolers, another essential for beating the heat, witnessed a significant 64 per cent increase in demand compared to the previous year. Cities like Bangalore, Bhubaneswar, Cuttack, Gorakhpur, Hyderabad, Kolkata and New Delhi showed higher demand for personal care essentials such as hair oil, face wash, shampoo and deodorants, emphasising 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 vaporisers. Beauty and skincare remained top priorities for Flipkart customers throughout the year, with makeup kits and fragrances gaining popularity in the run-up to the monsoon.
FlipTrends showcases a thriving consumer fascination with cutting-edge tech innovations. The smartwatch remains a coveted accessory, leading wearable tech trends in 2024. Other popular choices included Smart Bands and TWS Earphones, which saw a notable surge in demand.
In emerging Tier 3+ markets, where 72 per cent of consumers opt for mobile protection, safeguarding mobile devices is a strategic necessity driven by 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 with a noticeable preference for such items. Meanwhile, in Tier 3+ cities like Agartala, Medinipur and Muzaffarpur, shoppers primarily opted for sturdy handsets and plain mobile protection cases.
Sports hold a special place in many Indians’ hearts, as seen through their shopping habits on Flipkart in the run-up to and during popular sporting events. Searches spiked for items like tennis kits, while sports merchandise and men’s tracksuits were top choices as fans nationwide rallied behind supporting their favourite players.
Festivals also led to spikes in demand. 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 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 personalised 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. Our commitment to customer-centricity remains unwavering as we strive to anticipate and fulfil the evolving demands of our diverse customer base. As we move into the festive spirit, our focus remains on fostering trust, convenience and affordability, ensuring that Flipkart remains the ultimate destination for customers’ evolving shopping needs.”
