Kids category sales jump 40% on Snapdeal as pandemic fears recede | India is blooming
New Delhi: As pandemic fears fade and daily life tends towards a semblance of normalcy, online shopping reflects a relaxed and optimistic sentiment in society, including in smaller towns and villages across the country , according to recent data from Snapdeal.
E-commerce platform Snapdeal derives more than 85% of its business from non-metro locations.
Five-month data analyzed by Snapdeal, volume in the children’s category is 40% higher this year (Jan-May 22) compared to the equivalent period last year (Jan-May 21).
The optimistic mood is reflected in a 130% growth in second-hand children’s clothing, which caters to special occasions such as festivals, birthdays and other social celebrations with friends and family.
Likewise, the sale of children’s ethnic clothing has increased by 263% this year, as families have had the opportunity to meet and celebrate weddings and festivals together such as Eid, Baisakhi, Pongal and Guddi Padwa. Much of the demand for ethnic clothing for children was centered in Uttar Pradesh, Karnataka and Maharashtra.
The rapid growth of certain categories is distinct from the trends of the previous two years, where the focus was more on utilitarian garments like tracksuits, t-shirts and top-lower sets, primarily intended for home use.
With more children’s fashion being purchased online, shopping trends on Snapdeal indicated consumer preferences for items that offered “more value”. Full outfits in the Rs 499-699 range were popular with users.
Parents shopping for their babies showed a greater propensity to wear clothes that were stylish, but also comfortable and practical.
Reusable Velcro diapers, Onesies with easy-to-remove shoulder flaps, open-front vests, and tie-knot dresses were some of the popular items parents loved.
Snapdeal added more relevant choices from brands like Fashion Dream, Aarika, Mojua, and Hopscotch in this regard.
While clothing continued to be the biggest part of the children’s category, post-pandemic shopping trends in the children’s category have also changed.
An indication of how users are reorganizing their time was seen in the increase in sales of outdoor/sports items such as tricycles, ride-ons and skates, where sales increased by 96% while outdoor games interior, arts and crafts supplies, nursery decor which had gained popularity during the shutdowns saw a drop in sales volumes.
There was also an increased awareness and desire to purchase baby safety products. Sales in this category increased by 37%, with products such as knee pads for crawling babies, baby helmets for new walkers and safety harnesses for walking aids being popular choices.
Families also purchased finger-safe door guards, foam guards for sharp edges on furniture, safety locks to secure cupboards, and covers for electrical outlets. The addition of brands like Safe O Kids, Brandonn and Amardeep has helped increase the selection in this category.
While the overall fashion category grew from the same time last year, shoes were a popular choice among men and women on Snapdeal, with sales of men’s casual shoes increasing by 141% and sales of women’s slip-ons and pumps increased by 43%.
Womenswear saw an increase in the sale of apparel, maternity wear and essentials, while menswear saw an increase in chino and polo t-shirts.