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Direct-to-consumer brands clock 2-3.5x growth in festive sales this year

Revenge shopping, faster deliveries and a revival in certain product categories have helped boost sales

October 28, 2021 / 05:57 PM IST
 With people returning 
 to offices and to social activities, D2C companies have noticed a strong recovery in certain product categories

With people returning to offices and to social activities, D2C companies have noticed a strong recovery in certain product categories

Direct-to-consumer companies clocked sales growth of 2 to 3.5 times this festive season as revenge shopping and faster delivery times spurred buying, following the second wave of Covid-19.

After a muted festive season sale last year, the companies had been cautiously optimistic because of mixed consumer sentiments.

However, a shift to offline sales, higher frequency of orders and bigger discounts were some of the key trends that dominated this season, according to brands such as WOW Skin Science, Sugar Cosmetics and Bombay Shaving.

“We grew 40 percent this October,” said Manish Chowdhary, cofounder of WOW Skin Science, which sells hair and skin products. “Consumers increasingly shopped from offline stores as there is an online fatigue. Seeing this, we plan to focus more on offline activities for the coming months.”