Instamojo, a #D2CTech brand from India has released its #D2CTech Love Report curating marketing trends and consumer preferences especially around Valentine’s Day.
Urban areas dominate
One significant finding is how Valentine’s Day has been largely an urban phenomenon with a major proportion of the sales limited to Tier I and Tier II cities while smaller towns are yet to catch up.
Tier-I cities have the highest demand for D2C products during Valentine’s day, contributing to 45% of the total demand in 2022.
However, this demand appears to be slipping with Tier-I cities recording a drop of 6% since 2021.
Tier-2 cities
Coming in second are Tier-2 cities that have the second highest demand for D2C products during the occasion contributing to 35% of the total demand in 2022.
These cities seem to be slowly replacing Tier-1 cities recording a growth of 13% in demand since 2021.
Demands for valentine gifts
Demand for products was the highest a week before Valentine’s week, however brands’ conversion of this demand to sales was the lowest with more than 2% of the consumers dropping off.
Demand to sale conversion was the highest on the week of valentine’s day and the week after.
This is largely because people who finalize a product a week before valentine’s day actually buy the product on the week of valentine’s or after.
68% of the total demand for D2C products was received a week before and after Valentine’s day.
Most popular categories by sales across the week
23% of all sales during Valentine’s week happened on Mondays.
29% of sales happened on Tuesdays which were mainly spent on flowers and gifts.
Beauty and Personal Care had the highest sales on Wednesday and Thursday, contributing a total of 41% to the overall sales in this category.
Only 5% of customers chose to travel on Monday and Wednesday, in contrast to Fridays, which were preferred by 26% of customers.
About 29% of the customers bought Gifts and Flowers on Tuesdays.
On Thursdays, more than 40% of customers adopted Pets and Animals.
Fridays and Saturdays were mainly spent in leisure while on Sundays people indulged in arts and crafts.
