65% buyers will spend big this Diwali, shows TRA Research survey

As brands look to salvage sales in the festive season, two out of three consumers are showing a positive buying sentiment for Diwali this year, according to a survey by brand insights firm TRA Research.

The intent of the 65 per cent need not fully translate into shopping, but the study — TRA’s Diwali 2020 Buying Propensity Report — hinted at categories that could be worth investing in, with targeted advertising. Twenty-eight per cent respondents shared a neutral buying sentiment, compared to June, whereas 7 per cent felt it would worsen, according to the study. The buying propensity index reflects an