Purchase Behavior Q3

Do occasions impact sales and how do they influence the decision-making of a customer?

Key Takeaway:

• 35% of total revenue is generated during the season 4 period, which is higher than the seasonal average of 25%.

• It is worth noting that Season 4 also has the highest number of festivals/events.

• We also see that season 1 (with the second highest holidays) does not have an equivalently close revenue share. This implies that specific holidays impact customer's behavior more than just the total number of holidays in any given season.

Key Takeaway:

• We see that the type of products purchased by customers changes with the approaching event/festival.

• 30 days before Christmas, there is a sales momentum wherein customers prefer Christmas-themed products such as ornaments, sweets, and gifts for children.

• A similar trend is seen 14 days before Valentine's day where most customers gravitate towards more love-themed products like fairy cakes, heart tissues, purses or red bags as gifts for their partners.

• The demand for products trending during valentine's day starts decreasing with the next approaching holiday, Mother's Day.